Headlines and rumours have been popping up on a global scale in regards to the new domain availability for the .xxx web address. It is no secret that companies on an international level are hastily rushing to purchase up trademarks and copyrights to ensure the implications of an explicit or controversial site do not damage fragile corporate reputations, but one charity is making bigger headlines in regards to what they intend to do with their .xxx domain.
PETA are no strangers to controversial media stunts and marketing campaigns, having pioneered the shock tactic with their numerous risky publicity, supported, in large, by the world's leading celebrities, such as Pamela Anderson, Charlize Theron, Ricky Gervais, Moby, Natalie Portman, but to name a few. After speaking with a representative from PETA, I have come to understand, and appreciate what they have planned for the launch of their .xxx domain.
Firstly, to better understand .xxx here is a brief explanation of what x-rated culture is... to begin with, X-rated culture originated, not in adult movies and pornography (as it is commonly perceived as today), but the rating of any type of footage that was deemed inappropriate for public viewing, whether it be violent, graphical or explicit in content. What PETA intend to do is use the .xxx domain to expose an alarming amount of x-rated footage illustrating the devastating reality behind animal cruelty and welfare through-out the entire globe.
There has been a strong backlash in regards to the ethics behind PETA's .xxx campaign, and the stir they have whipped up in the international media is certainly doing them A LOT of favours in the area of publicity and marketing, but until now it has been all rumour and here-say as to the intended content of the website. Some animal rights activists have been shunning their brash decisions to approach the adult market (again misinterpreting the meaning behind what is .xxx) while some have been in full support of their campaign.
Although there has been no statement of exactly what content the website will include, all I can say is that the publicity and awareness they will generate from the introduction of an international and charitable .xxx site will do wonders for raising awareness for current and future animal welfare issues.
“PETA US hopes to launch PETA.xxx this autumn in order to avoid missing out on connecting with such a huge market, and obviously whether people like sex, are total prudes, or are somewhere in between, everyone can be asked to be kind to animals. The PETA.xxx content will be graphic because there are more ways than one to lay bare what animals endure in far less savoury trades, such as the meat, fur, and circus industries. The "Not Safe for Work" site will feature video too explicit to show on television—stuff that opens people's eyes wide to the dirty treatment that animals get in human pursuits like hunting and fishing.
"We’re sure that PETA US’ PETA.xxx domain will be three times as effective in bringing important animal protection issues to a large audience and showing how easy it is to love your body with a vegan diet.”
- PETA Head Office!
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