The Role of Visual Rhetoric in the Vegetarian Movement: “Meet Your Meat” Video of Animal Torture on the PETA Website
Abstract: Images
have the power
to create natural
representation of reality,
vividness in human memory and have rhetorical effect.
However, visual rhetoric can create positive and negative feeling to persuade
people. Negative feelings
can be designed
to make emotional
reactions and spark action. Consequently, humans will
consider ways to deal with the negative and discomfort feelings. In this paper,
the writer analyzes the connection between visual rhetoric and emotional appeal
by examining the controversial PETA video “Meet your Meat”. The writer will use
the visual rhetoric, emotions, and cognitive dissonance theory to analyze the
video and increase the understanding about the human emotions, especially
disgust and guilt.
Author: Desideria C. W. Murti
Journal Code: jpkomunikasigg120001
