PETA is widely known for its disturbing use of media. It intentionally utilizes extraordinary concepts within video advertisements, print campaigns, and online campaigns in order to imprint a strong image that leads to debate, which eventually raises awareness about animal abuse and possibly encourage the audience to follow PETA. Such forms of mass communication are essential in achieving PETA’s goal as its message can effectively reach large dispersed audiences, the potential consumers and producers of animals related products in farms, entertainment industry, fur trade, and laboratories.
