ABSTRACT Animal rights organisations worldwide fight against live shipments of meat animals. The main Israeli NGOs leading the fight are Animals-Now, Israel against Live Shipments, and Let the Animals Live. Their visual rhetoric highlights the cruelty of these shipments. Combined with written messages, photographs of animal suffering appeal to viewers’ emotions and conscience. This article examined ‘Stop the Death Transports!’ – The most extensive campaign led by these NGOs, together with Animals Australia, in 2016. It analysed the campaign poster from the approaches of photography semiotics and visual contextual analysis, informed by theories of visual culture and animal ethics. The campaign represents an intermediate approach between the hardcore and softcore approaches, using visual and verbal references to the Holocaust and slavery. However, though the use of the Holocaust is highly charged for local Jewish viewers thus contributing to the understanding of the immorality of consuming meat, it may in fact assuage their conscience by shifting the moral burden from the meat eaters to the transporters.
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