--- title: PETA Uses Emoji Shaming In New Ad description: Emoji thumbs up, or emoji thumbs down? canonical: https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/ author: Laura Stampler article:opinion: false article:content_tier: free article:published_time: 2014-03-21T17:22:37.000Z article:modified_time: 2026-05-11T04:48:46.028Z og:title: PETA Uses Emojis To Shame People in Its Latest Ad og:description: Emoji thumbs up, or emoji thumbs down? og:url: https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: PETA Uses Emojis To Shame People in Its Latest Ad twitter:description: Emoji thumbs up, or emoji thumbs down? twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # PETA Uses Emojis To Shame People in Its Latest Ad by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Mar 21, 2014 5:22 PM UTC by [Laura Stampler](https://time.com/author/laura-stampler/) ## Laura Stampler Mar 21, 2014 5:22 PM UTC PETA is taking a short break from its hyperbolic, [often overtly sexually demeaning](http://thinkprogress.org/economy/2013/06/05/2105011/four-sexist-ads-no-company-ever-apologized-for/), marketing strategy to talk to millennials in a language they might better understand: emojis. The dialogue-free commercial, called “Beyond Words,” uses emojis to tell viewers that instead of worrying about this:  PETA We should worry about that:  PETA Spoiler alert: all the cute animals turn into skulls. BPG made the ad, which will also run in magazines and on social media … which is a given since the entire concept is based on emojis. What say you: More or less effective than [breaking down Pamela Anderson’s body into cuts of meat?](http://www.cbsnews.com/news/pamela-anderson-peta-ad-banned-in-montreal/) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/"},"headline":"PETA Uses Emojis To Shame People in Its Latest Ad","datePublished":"2014-03-21T17:22:37.000Z","dateModified":"2026-05-11T04:48:46.028Z","description":"Emoji thumbs up, or emoji thumbs down?","url":"https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/","keywords":["Newsfeed","Internet","Advertising","emoji","PETA"],"thumbnailUrl":"","author":[{"@type":"Person","name":"Laura Stampler","jobTitle":null,"url":"https://time.com/author/laura-stampler/"}],"articleSection":"","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/33548/peta-uses-emojis-to-shame-people-in-its-latest-ad/","name":"PETA Uses Emojis To Shame People in Its Latest Ad"}}]}] ```