First you hear the guitar riffs. Then you see the backs of traditional feminine women entering candle lit rooms, scantly clad, seductively rubbing vegetables on their bodies. This is how People for the Ethical Treatment of Animals (PETA) chose to promote that “Vegetarians Have Better Sex.” Showing women as the object of male desire is typical of the “3B’s”: ball, beer and babes. I would expect more from PETA than to feed into male dominance and female subordination.
Millions of people, mostly men, watch the Super Bowl annually. So to sell a vegetarian lifestyle through the promise of better sex, PETA is giving men exactly what they want: scantily clad women sensually rubbing their bodies with phallic objects, in this case vegetables. This only furthers the notion that when a woman acts sensually she wants attention from men. (JB 37) This ad obviously targets mostly heterosexual males, possibly in their mid 30’s who like a little bit of porn with their sporting events. The women in this ad, under the direction of PETA, have turned themselves into objects and reinforced this power dynamic. (JB38)
Jones, Amelia, ed. The Feminine and Visual Culture Reader, New York: Routledge, 2003.