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archive page 12: PETA: Animal-friendly, human-hating
Questions to Consider:
- What message is PETA trying to get across?
- How does this commercial help PETA’s cause?
- What does “knocked the bottom out of” mean in the context of this ad?
What We Think:
Warning: Sexual violence alert! PETA’s ad “My Boyfriend Went Vegan”, tries to warn young women of the effects of their boyfriend going vegan, also known as BWVAKTBOOM (Boyfriend Went Vegan And Knocked The Bottom Out Of Me) and informing them of the safe way to go vegan. Of course, the story of “Jessica” and her boyfriend who recently became a vegan and knocked the bottom out of her, is the way to do this. In the ad, it shows Jessica wearing a neck brace, walking down the street in her underwear and a coat in pain and suffering from BWVAKTBOOM since her boyfriend became vegan and can now “bring it like a tantric porn star”. It’s disgusting and violent, and it has no place in PETA’s realm of trying to save animals. What I want to know is how this ad teaches people to become vegans safely and healthfully? Well, it doesn’t. PETA continues to sexualize people in order to make them aware of their cause. — Nickole Mariona
Where we saw it: February 6, 2012; youtube.com