In this image it shows a baby chick
standing in a fry basket over a fast food fryer, and asks a thought provoking
question: would you boil a chicken alive? Now, this may seem a bit hasty or out
of the blue to ask such a question outright. This is an ad that is meant to
convince people to “go vegan today” as it says. The small amount of text on it
explains how in some chicken slaughterhouses, the chickens are decapitated and
thrown in the boiling water meant to remove their feathers while they are still
conscious. This would be effective to shock the audience and cause them to at
least re-think their chicken eating habits—if only it had not started out with
a very clear logical fallacy. “If you eat chicken, you are paying someone to
engage in cruelty similar to dropping this little fellow into a vat of hot oil,”
is a bit of a mix between a faulty analogy, hasty generalization, and a
slippery slope fallacy. This ad is making it seem as if all places do this, and
every chicken is treated cruelly like that, which is incorrect. Not to mention,
at the same time, the ad is almost being accusatory towards the audience by
turning them into the villain, which, in most cases, only ends with denial and
not persuasion. Aesthetically, the text parts have been kept simple in a
two-toned pallet. On the other hand, the actual image quality is fairly
unpleasing and unprofessional. It looks almost as if it was taken from a post anybody made on the
internet, and turned into a pro-vegan ad. This ad has very little visual appeal
or any major eye drawing points other than the fact that the chick is in a
fryer. If they were aiming to shock their audience, they may benefit better
from a more morbid take on the situation. As it is now, the effectiveness is
going down the drain.
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