Speciesism and Advertising: Decoding a tool for animal exploitation (in French)

November 4, 2017 15 h 10 min - 15 h 30 min

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Axelle Playoust

The speciesist ideology postulating the natural inferiority of animals saturates our discourses and our representation of the world. In the public arena there is a large-scale efforts aimed at normalizing the consumption of animals, while taking care to obscure the extreme violence perpetrated against them in order to allow for this consumption. Advertising thus constitutes a true mirror of social relations: the negation of the individual and her interests (concept of absent referent), animals represented as consenting to their exploitation (suicide food), or the eroticization of animalized bodies (carnosexism)… all the mechanisms mobilized to maintain and consolidate the illusion of a natural, normal or even necessary carnism. Numerous examples of advertising will be discussed, as well as examples of resistance.