The research presents a brief discourse analysis of If vegans said the stuff meat-eaters say: a sarcastic PETA video ad in favor of vegetarianism and, most importantly, the animals. Here, the attempt is to show how meat-eaters construct their identities (BUCHOLTZ and HALL, 2004 and 2005; MARTIN and WHITE, 2005) when in conversations with vegans/vegetarians and how the latter have been convincing meat-eaters towards vegetarianism for the animals. For this analysis, this article considered the social semiotic perspective by Halliday (2014) and used the three-pair framework Tactics of Intersubjectivity, by Bucholtz and Hall (2004 and 2005) and the Judgement category of the Appraisal System, by Martin and White (2005). From the use of these theories, it was possible to carry out a more macro analysis of the identity aspects of meat-eaters when trying to defend their points of view. Based on this framework, the data portray the spontaneous, relaxed and unselfconscious way that questions, statements and assumptions are laid out in everyday conversations between vegetarians/vegans and meat-eaters without taking into consideration the veracity of the oral reproductions which have been inculcated in us through established habits and beliefs by the default status and unmarkedness gained by the institutionalized powers of the meat and dairy industries.