From an article witten by Matusitz and Forrester, it analyses People for the Ethical Treatment of Animals' (PETA) strategy of using shock advertising as a tactic to make social noise (Matusitz and Forrester 85). Social noise is a "form of public communication that is sufficiently attention grabbing to be heard" (Matusitz and Forrester 85). "When PETA resorts to graphic video recording of animal abuse, it instill feeling of shock to get its point across" (Matusitz and Forrester 85). The analysis conclude that "PETA seeks any media attention, regardless of whether it is positive or negative, and utilizes the potential shock value of media to popularize its cause, name, or point" ( (Matusitz and Forrester 89). Shock advertising is used in all medium such as "through the Internet, activist in costumes, theoretical street protest, graphic video recordings of animal abuse or photos of soft pornographic female nudity" (Matusitz and Forrester 95). I can incorporate this source in my research paper section on controversial used of animal by taking one of the examples about animal abuse video commercial such as 'Undercover Puppy Mill Investigation' as a proof that it convince humans to adopt animal as pets. Besides that, this article also include how powerful broadcasting animal cruelty are by providing an example of exposing animal experimenter that lead to convictions of animal researchers. This broaden the usage of animal depictions in advertising in my research paper.
From an article written by Sheen, the purpose is to discuss the relationship between animal welfare and exploitation in the Disney Dalmatians film. The conclusion made by the study is "Disney's interest in facilitating their visualization unquestionably lay in the identification of potential audience rather than in animal welfare"(Sheen 252). This article suggest that the National Canine Defence League's (NCDL) own "use of a dalmation in their 1996 "Toys Aren't Us" advertising campaign, released coincide with the film, could itself be seen as an exploitation of the Dalmatian breed image"(Sheen 253). Although this article does not have concrete evidence on how animal characters are used in both films and advertising, it shows that there exist relationship between film and advertising. I can used this source as a prove of conflict between fantasy and reality. Disney's display dalmatians as dog fantasy because of the elegance display by dots on the body to attract audiences whereas NCDL display dalmatians in advertising campaign as a plan to increase dalmations adoption in reality context.
Works Cited
Matusitz, Jonathan, and Maya Forrester. "PETA Making Social Noise: A Perspective On Shock Advertising." Portuguese Journal Of Social Science 12.1 (2013): 85-100. Academic Search Complete. Web. 29 June 2014.
Sheen, Erica. "101 And Counting: Dalmatians In Film And Advertising." Worldviews: Global Religions, Culture & Ecology 9.2 (2005): 236-253. Religion and Philosophy Collection. Web. 29 June 2014.
From an article written by Sheen, the purpose is to discuss the relationship between animal welfare and exploitation in the Disney Dalmatians film. The conclusion made by the study is "Disney's interest in facilitating their visualization unquestionably lay in the identification of potential audience rather than in animal welfare"(Sheen 252). This article suggest that the National Canine Defence League's (NCDL) own "use of a dalmation in their 1996 "Toys Aren't Us" advertising campaign, released coincide with the film, could itself be seen as an exploitation of the Dalmatian breed image"(Sheen 253). Although this article does not have concrete evidence on how animal characters are used in both films and advertising, it shows that there exist relationship between film and advertising. I can used this source as a prove of conflict between fantasy and reality. Disney's display dalmatians as dog fantasy because of the elegance display by dots on the body to attract audiences whereas NCDL display dalmatians in advertising campaign as a plan to increase dalmations adoption in reality context.
Works Cited
Matusitz, Jonathan, and Maya Forrester. "PETA Making Social Noise: A Perspective On Shock Advertising." Portuguese Journal Of Social Science 12.1 (2013): 85-100. Academic Search Complete. Web. 29 June 2014.
Sheen, Erica. "101 And Counting: Dalmatians In Film And Advertising." Worldviews: Global Religions, Culture & Ecology 9.2 (2005): 236-253. Religion and Philosophy Collection. Web. 29 June 2014.
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