Overall, I'm not very happy with PETA's choice of imagery, and generally think that it takes things a step too far. I'm fully aware that animals are treated badly, but I don't think the way to get people to your cause is to scare and shock them.
It seems like most of their website juxtaposes amazingly cute animals with terrible, sick, destroyed animals and attempts to make the case that you're the one doing this to these cute little creatures with your meet-eating pet-store-shopping ways. If nobody ate meat or shopped at pet stores, this wouldn't happen!
PETA wants animals to be treated exactly like humans, and we all know that. But the truth is, these animals are not humans. Saying that rats and fish have complex feelings and get "bored" in cages is ridiculous. Yes, they still should be treated nicely, but I get the impression that most of their website is an exaggeration, and they take the worst cases and try to make those out to seem like the norm.
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