Although approximately 60 to 65 percent of vegetarians are women, PETA (People for the Ethical Treatment of Animals) continues to market most of its materials to men--and shallow ones at that.
Take a look at the new campaign they are proposing for the Super Bowl. The two women in the photo who appear to be having oral sex with a carrot make "women laughing alone with salad" look positively realistic.
What's more surprising is that PETA is run by a woman, Ingrid Newkirk. Newkirk believes in developing campaigns and actions that are shocking and subversive. She believes that social change has ever succeeded without militarism. "Thinkers may prepare revolutions, but bandits must carry them out."
When criticized for her exploitation of women and the clear sexism she endorses through PETA print ads, she replies that no one is being exploited, the women taking part are volunteers, and if sexual attraction advances the cause of animals, that makes it acceptable.
Still, I wonder...is she trying to recruit more men to be vegetarians? Perhaps that's her tactic. But what kind of thinking, caring man would be attracted by such publicity? Maybe I'm just naive, but I don't think you need to use sex and sexist images to advocate for compassion to animals.