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I’d Rather Go Naked Than Wear Fur Campaign
PETA is recognized for its extremely visible campaigns often because of various controversies surrounding the overtly published campaigns. One example of PETA’s highly visible campaigns is the continual “I’d Rather Go Naked Than Wear Fur” campaign, which uses celebrity faces (and bodies) to send an anti-fur message to the public masses. The campaign includes different contagious slogans and themes such as “Ink not mink” (Carey Hart), “bare skin not bearskin” (Jamie Bamber) and “I always fake it” (Holly Madison). By using well-known naked celebrities in its campaigns PETA has gained a lasting spot in the media’s spotlight. This specific campaign is a prime example of both Press Agentry and Elaboration Likelihood Model.

Press Agentry: Press Agentry is a Public Relations model that exemplifies the idea of getting good press into the mass media. Press Agentry is a one way model where the organization releases information to its public. The central idea behind Press Agentry is to gain favorable mention in the media. It is obvious in this day and age that people are getting information from all media sources. It is also obvious that there is a new social obsession with celebrities. PETA recognized both of these aspects of today’s society and took advantage of celebrities’ ability to reach out to the masses in order to gain press. With PETA it is not always about completely positive press but it does try to utilize the “shock value” to their best advantage. This can be seen through their hiring of such unexpected celebrities like Pamela Anderson and Khloe Kardashian. Neither of these celebrities are considered “wholesome”, but instead it is their outspoken personalities personified in the media that will gain the type of media coverage PETA is striving for. Also, the very design of the campaign (naked celebrities) is controversial and shocking enough to gain a constant coverage in the media. The following website is an example of how Khloe Kardashian’s campaign gained media coverage on the World Wide Web. http://www.furisdead.com/feat_khloe-Kardashian.asp

Elaboration Likelihood Model: The Elaboration Likelihood Model is a Public Relations Model used to get people to think about an organization’s message. The central idea behind this model is that people generally process information through a “central route” which means they are actively thinking about an idea. However, when people are not interested in a message it is important for organizations to access people through a “peripheral route”. This entails a repetition of a message through a highly credible spokesperson (or people). The Elaboration Likelihood Model essentially motivates people to think about an issue through spokespeople and sometimes even rewards. PETA’s anti-fur campaigning as gained so much media coverage because of the celebrities used. The campaign is constantly in the media with each new celebrity willing to strip down to preserve animal rights. Because of its constant coverage in the media, people are forced to think about the issue PETA is campaigning for. PETA is very selective with picking the right celebrities in order to reach out to the greatest number of audiences. The myriad of celebrities range from sex symbols like Holly Madison and Pamela Anderson, musical groups like Danity Kane and Simple Plan, actors like Eva Mendes and David Cross and even athletes like Amanda Beard and Carey Heart. This multifaceted group of celebrities allows PETA to get their message to men and women of all ages, interests and even ethnicities. With a continual production of different advertisements directed at new audiences PETA utilizes the Elaboration likelihood Model by having a “credible spokesperson” for every type of audience and continual reminder to not wear fur. The following site is from PETA’s Media Center and shows the various anti-fur campaigns and spokespeople. http://www.PETA.org/MC/printAds_clothing.asp

Post by, Katie Wang

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