This article offers a critique of the central role afforded to the rights/sentience-based moral argument in the rhetorical strategy of the animal rights movement since the 1970s. Though important for articulating the movement’s philosophy and recruiting new activists, this argument has limited persuasive appeal, as suggested by the common failure of liberation movements to achieve their goals through moral advocacy. A two-prong approach addressing human health and environmental effects of animal agriculture is offered both as a supplemental strategy for reaching (...) audiences unaffected by the moral argument and as a critical means of strengthening that argument. (shrink)