Q: Why can't this veal calf walk?

A veal calf in a stall.

A: He has only two feet.


Actually, less than two feet.      But doesn't the USDA prevent                 

Twenty two inches to be exact.     tainted veal from being sold?                

His entire life is spent           Absolutely not.  The USDA                    

chained in a wooden box            itself admits that most veal                 

measuring only 22 inches wide      is never checked for toxic                   

and 56 inches long.  The box       residue.                                     

is so small the calf can't                                                      

walk or even turn around.          Antibiotics in veal and other                

                                   factory farm products create                 

Most people think animal abuse     virulent strains of bacteria                 

is illegal.  It isn't.  In         that wreak havoc on human                    

veal factories, it's business      health.  Salmonella poisoning                

as usual.  "Milk-fed" veal is      is reaching epidemic                         

obtained by making a calf          proportions.                                 

anemic.  The calf is not fed                                                    

mother's milk.  He's fed an        Veal factories maximize                      

antibiotic laced formula that      profits for agribusiness drug                

causes severe diarrhea.  He        companies because they are a                 

must lie in his own excrement-     breeding ground for disease.                 

choking on the ammonia gases.      To keep calves alive under                   

He's chained in a darkened         such torturous conditions,                   

building with hundreds of          They are continually given                   

                                   drugs which can be passed on                 

other baby calves suffering        to customers.                                

the same fate.  They are                                                        

immobilized, sick, and anemic.     It doesn't have to be this                   

                                   way.  And with your help, it                 

                                   won't be.  Please, don't buy                 

Toxic Veal                         veal!                                        


The reckless use of                                                             

oxytetracycline, mold                                                           

inhibiting chemicals,                                                           

chloramphenicol, neomycin,                                                      

penicillin, and other drugs is                                                  

not just bad for calves.  It                                                    

is toxic to you.                                                                





|Campaign Against Factory Farming  |                           

|YES!  Factory farms must be       |                           

|stopped from misusing drugs,      |                                            

|abusing farm animals, and         |                                            

|destroying America's family       |                                            

|farms.  Enclosed is my tax-       |                                            

|deductible contribution of:       |                                            

|                                  |                                            

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|_$20_$50_$100_$500_Other _______  |                                            

|                                  |                                            

|Name ___________________________  |                                            

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|Address ________________________  |                                            

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|City, State, Zip _______________  |                                            

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|A free Customer Alert pack is     |                                            

|available upon request.           |                                            

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|THE HUMANE FARMING ASSOCIATION    |                           

|                                  |                                            

|1550 California St.  Suite 12     |                                            

|San Francisco, CA  94109          |                                            


Colored Divider

Audience analysis questions
  1. Who was the original audience?
  2. What magazines would they have seen this in?
  3. Whese does the ad appeal to the audience's sympathy? Its self-interest?
  4. What is the proximate (immediate) goal? The ultimate goal? How will the proximate goal lead to the long-term goal?
  5. If you changed the audience to farmers, how would the argument change? How would the short-term goal change?