Albert Einstein once said: “Nothing will benefit human health or increase the chances of survival of life on Earth as much as evolution towards a vegetarian diet” (The World as I See It); a rather inspiring position in itself, however, some have pushed this statement beyond the realm of rational interpretation. People for the Ethical Treatment of Animals, PETA for short, is one of the organizations pushing the line between rational and extreme. Shock marketing, graphic protests and celebrity supporters help fuel their ambitious ideals to make Einstein's belief a reality; Since their beginnings in the 1980s, the transition from painting to nudity and animal masks during demonstrations constitutes a real evolution. Humans can be easily influenced when exposed to extreme stimuli, but there is a trap in this human perception. If there is more than one instance of that stimulus, the emotional response in the brain is shut off, forcing the creators of the stimuli to change the intensity of their product (Nicholas Kristof). Marketing techniques and art theory help PETA attract the attention of traveling audiences and shine a light on aspects of the meat industry. They are also dangerous business when attempting to change societal views, but whether this change is possible, with the use of shock marketing, is in question. Art theory in the simplest terms is the light shed on certain aspects of defining a project. (Jean Berger); aesthetics being the main attraction of this project, the way it catches the eye. Imagine a sign on the side of a bus stop and on that sign a beautiful woman is chained by her hands, hanging from the ceiling and looking straight into the crowd approaching her. Now look under her face and see that she has been cut in half, right in the middle of a paper ......rs, or a clever choice of palette; the solution to the looming problems could be found in something as simple as a speech or an interview. Pictures may be worth a thousand words, but those thousand words are chosen by those who see that picture, not by those who made it. Works Cited Berger, John. Ways of seeing. London: British Broadcasting, 1973. Print.Bird, Alexander. “Thomas Kuhn.” Stanford University. Stanford University, August 13, 2004. Web. April 15, 2014.Einstein, Albert. The world as I see it. Np: np, 1949. Print. Kuhn, Thomas S. The Structure of Scientific Revolutions. Chicago: U of Chicago, 1962. “Marketing Theory” Print. Marketing Techniques Marketing Planning Business Studies and Business English. Np, and Web. April 17, 2014. “People for the Ethical Treatment of Animals (PETA): Animal Rights Organization. » PETA. PETA and Web. April 15. 2014.