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Business Case Study

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People for the Ethical Treatment of Animals is possibly the most active animal-rights organization in the United States. On the day this case study was written, the organization’s home page featured pictures of a sad-eyed Dalmatian, a noble elephant, and a cuddly rabbit. There was also a tease to a story set underneath a picture of smiling, former President Clinton. It read, “What’s the secret behind this former president’s newly trim waistline, enhanced energy, and improved cardiovascular health? A vegan diet! Read more.”, “Try Bill Clinton’s New Diet!,” accessed June 8, 2011,

A vegan diet excludes all products derived from animals and promotes plant-based eating. In this PETA ad, what values probably underlie the strategy (is the appeal to protect animals made in the name of human welfare, animal welfare, or general environmental welfare)? Justify.
What is anthropomorphism? How could the phenomenon of anthropomorphism lead someone to posit autonomous ethical dignity, and rights, in nonhuman animals that really shouldn’t be considered worth protecting any more than trees?
From the description provided of the PETA home page, how could it be described as inviting anthropomorphism?
Were you in charge at PETA, an organization fighting for animal rights that depends on donations, would you use the phenomenon of anthropomorphism to boost your organization’s revenue?

What is an argument in favor of the strategy?
What is an argument against the strategy?


 Title page, 2 pages of content, and a reference page.

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