Sexually provocative advertisements are sexist and reinforce the idea that other animals are inferior to human beings.

This theoretical paper examines the role that sexually provocative advertisements have in animal rights marketing. The author argues that the imagery used in these advertisements is both sexist and reinforces the idea that other animals are inferior to humans.

Article Abstract:

“All oppression is rooted in the same system of domination and so embracing any form of oppression reinforces all oppressions. Unless social movements recognize oppression as rooted in the same system of domination, they will not be able to reject the foundations upon which their oppression is rooted. Dichotomous epistemology and value-hierarchies are the main characteristics of patriarchy that enforce both sexism and speciesism. I illustrate this by examining two animal rights advertisements that use sexist images. I demonstrate how sexism bolsters speciesism by reinforcing dichotomous epistemology, establishing value-hierarchies and accepting that positioning women as animals is degrading to women.”