{"title":"Advertising Animal Protection","authors":"Dena M. Jones","doi":"10.2752/089279397787000969","DOIUrl":null,"url":null,"abstract":"ABSTRACTAnimal protection advocates are making use of paid and public service advertising to promote the interests of animals. One advertising approach, the graphic portrayal of animal suffering, has generated controversy within and beyond the animal protection movement. Research suggests that the approach can be effective in stimulating those viewing the advertisement to take action on behalf of animals. Other advertising strategies that may be capable of provoking more humane treatment of animals include tacit depictions of animal suffering and reversing human-animal traits and situations through therianthropic and unconventional anthropomorphic imagery. Advertisements from current and former animal protection campaigns were reviewed for examples of these animal representational strategies. This is the final in a series of papers on the role of mass media in animal protection. Previous articles detailed a history of media coverage of animal protection issues, the role of the media in the animal rights m...","PeriodicalId":50748,"journal":{"name":"Anthrozoos","volume":null,"pages":null},"PeriodicalIF":1.7000,"publicationDate":"1997-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.2752/089279397787000969","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Anthrozoos","FirstCategoryId":"97","ListUrlMain":"https://doi.org/10.2752/089279397787000969","RegionNum":2,"RegionCategory":"农林科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"SOCIOLOGY","Score":null,"Total":0}
引用次数: 7
Abstract
ABSTRACTAnimal protection advocates are making use of paid and public service advertising to promote the interests of animals. One advertising approach, the graphic portrayal of animal suffering, has generated controversy within and beyond the animal protection movement. Research suggests that the approach can be effective in stimulating those viewing the advertisement to take action on behalf of animals. Other advertising strategies that may be capable of provoking more humane treatment of animals include tacit depictions of animal suffering and reversing human-animal traits and situations through therianthropic and unconventional anthropomorphic imagery. Advertisements from current and former animal protection campaigns were reviewed for examples of these animal representational strategies. This is the final in a series of papers on the role of mass media in animal protection. Previous articles detailed a history of media coverage of animal protection issues, the role of the media in the animal rights m...
期刊介绍:
A vital forum for academic dialogue on human-animal relations, Anthrozoös is a quarterly, peer-reviewed journal that has enjoyed a distinguished history as a pioneer in the field since its launch in 1987. The key premise of Anthrozoös is to address the characteristics and consequences of interactions and relationships between people and non-human animals across areas as varied as anthropology, ethology, medicine, psychology, veterinary medicine and zoology. Articles therefore cover the full range of human–animal relations, from their treatment in the arts and humanities, through to behavioral, biological, social and health sciences.