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Animal Abuse:
What’s out there and
what can be
changed
By: Stephanie Lam
Overview
Background Information
 Animal Abuse
 What’s happening around the globe
 Animal Welfare Act
Application Proj...
What is Animal Abuse?
 The unnecessary
harm of non-
human animals for
reasons other
than protection or
food
 2 Types:
 ...
Types of Animal Abuse
Active
When people
intentionally
harm animals
 Mutilation
 Beating
 Torture
 Bleeding
Passive
...
Why Does this Happen?
Countless reasons:
 Psychological Disorders
 Movies
 Circuses/Theme Parks
 Traditions
Animal Hoarding
 Recently accepted in
the DSM-5, hoarding
can be both of objects
or animals
 Leads to:
 Unsanitary Livi...
Movies
 Movies like ‘Life of Pi’,
‘Pirates of the
Caribbean’ and ‘The
Hobbit’ have cases of
animal abuse
 Yet still earn...
Circuses
 Bull hooks and prods
are used during
training
 Often forced to stay
chained and caged
 Severe trauma/ stress
...
Sea World
 Confined in tanks that
are equivalent to our
bathtubs
 Self Mutilation (teeth)
 Dorsal Collapse
 Forced ear...
"The bull-fight is not a sport in the Anglo-Saxon sense of
the word, that is, it is not an equal contest of an attempt
at ...
Bull Fights
 Still Practiced today in Spain
 Lances and spears are thrown at their necks to tire
them out
 Matadors tir...
Animal Welfare Act
 Created in 1966 but renamed in 1970 to include all
animals used for exhibition purposes
 Meaning: Th...
PETA
The good, the bad and the ugly
People for the Ethical Treatment of
Animals (PETA)
 A global organization
with 4 main areas of
interest:
 Factory farms
...
The Good
 Ad Techniques:
 Framing
 Extension
 Absent Referent
 Bridging
 Blends both aspects of the Elaboration Like...
Framing
 Extension
 Appeals to more than
just the targeted
audience
 Absent Referent
 What is present as well
as absen...
Elaboration Likelihood Model
 A commercial intended for the Macy’s thanksgiving
day parade banned at the last minute
 ht...
Endorsements
Tailoring to All Age Groups
The Bad
 Campaigns are known to
be radical and shocking
 Splashing red paint on
those wearing fur coats
 Nude displays
...
WARNING: For those that are
squeamish look away now
Protest against fish throwing in
front of the annual
conference of the American
Veterinary Medical
Association
Protesting seal
slaughters in
Canada
The Ugly
These are taken
from the Virginia
Department of
Agriculture and
Consumer Service
(VDACS) where
PETA legally has t...
What About HSUS and ASPCA?
 Due to the Primacy
Effect (of PETA)& Halo
effect these are seen as
radicals too
 These other...
Application
 Merge the two together
 Build a strong ad
campaign to get their
voice out there
 Utilize methods that
work...
Animal Abuse
Animal Abuse
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Animal Abuse

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Animal Abuse

  1. 1. Animal Abuse: What’s out there and what can be changed By: Stephanie Lam
  2. 2. Overview Background Information  Animal Abuse  What’s happening around the globe  Animal Welfare Act Application Project:  PETA: What they did right and horribly wrong  How can we learn from this?
  3. 3. What is Animal Abuse?  The unnecessary harm of non- human animals for reasons other than protection or food  2 Types:  Active  Passive (Gullone, 2011; Spindel & Miller, 2011; Baldwin, 2013)
  4. 4. Types of Animal Abuse Active When people intentionally harm animals  Mutilation  Beating  Torture  Bleeding Passive When people unknowingly harm animals  Starvation  Dehydration  Parasitic Infection  Abandonment
  5. 5. Why Does this Happen? Countless reasons:  Psychological Disorders  Movies  Circuses/Theme Parks  Traditions
  6. 6. Animal Hoarding  Recently accepted in the DSM-5, hoarding can be both of objects or animals  Leads to:  Unsanitary Living  Clutter/Mess  Unable to give up animals  Actively attain more (Frost et al., 2011)
  7. 7. Movies  Movies like ‘Life of Pi’, ‘Pirates of the Caribbean’ and ‘The Hobbit’ have cases of animal abuse  Yet still earned the AHA stamp of approval after credits (Baldwin, 2013)
  8. 8. Circuses  Bull hooks and prods are used during training  Often forced to stay chained and caged  Severe trauma/ stress caused by lack of social stimulation (Beverage, 2010; Jaynes, 2009)
  9. 9. Sea World  Confined in tanks that are equivalent to our bathtubs  Self Mutilation (teeth)  Dorsal Collapse  Forced earlier breeding causing abandonment from premature mothers (Jett & Ventre, 2011)
  10. 10. "The bull-fight is not a sport in the Anglo-Saxon sense of the word, that is, it is not an equal contest of an attempt at an equal contest between a bull and a man. Rather it is a tragedy; the death of the bull, which is played, more or less well, by the bull and the man involved and in which there is danger for the man but certain death for the animal" Hemingway, 1932
  11. 11. Bull Fights  Still Practiced today in Spain  Lances and spears are thrown at their necks to tire them out  Matadors tire them out more by enticing charging  Eventually kills the bull with a hidden sword (Douglas, 1999; Conrad, N.D.)
  12. 12. Animal Welfare Act  Created in 1966 but renamed in 1970 to include all animals used for exhibition purposes  Meaning: The use of animals at the expense of excess trauma, physical pain, harm or discomfort is prohibited  BUT this is all decided by the Sec. of Agriculture  He determines licensing and fines  A lot of the time circuses and zoos get away with this because this system is flawed (Beverage, 2010)
  13. 13. PETA The good, the bad and the ugly
  14. 14. People for the Ethical Treatment of Animals (PETA)  A global organization with 4 main areas of interest:  Factory farms  Clothing trade  Laboratories  Entertainment Industry (PETA “About Us”, 2010)
  15. 15. The Good  Ad Techniques:  Framing  Extension  Absent Referent  Bridging  Blends both aspects of the Elaboration Likelihood Model  Use endorsements  Tailor to all ages
  16. 16. Framing  Extension  Appeals to more than just the targeted audience  Absent Referent  What is present as well as absent has meaning  Bridging  2 beliefs are linked by an unconnected cause (Mika, 2006; Angelis, 2005)
  17. 17. Elaboration Likelihood Model  A commercial intended for the Macy’s thanksgiving day parade banned at the last minute  https://www.youtube.com/watch?v=HjKRxa7ZyMs
  18. 18. Endorsements
  19. 19. Tailoring to All Age Groups
  20. 20. The Bad  Campaigns are known to be radical and shocking  Splashing red paint on those wearing fur coats  Nude displays  Disruption of fashion shows  Known to break into labs stealing animals (which usually end up dying)
  21. 21. WARNING: For those that are squeamish look away now
  22. 22. Protest against fish throwing in front of the annual conference of the American Veterinary Medical Association
  23. 23. Protesting seal slaughters in Canada
  24. 24. The Ugly These are taken from the Virginia Department of Agriculture and Consumer Service (VDACS) where PETA legally has to tell them these results
  25. 25. What About HSUS and ASPCA?  Due to the Primacy Effect (of PETA)& Halo effect these are seen as radicals too  These other non-profit orgs. have a better reputation but fail to get that out there  little to no ad campaigns  Not many endorsements  Not tailoring to multiple age groups
  26. 26. Application  Merge the two together  Build a strong ad campaign to get their voice out there  Utilize methods that worked in PETA’s favor  Framing  Elaboration Likelihood Model  Endorsements  Get a base of well known celebrities to sign on  Like those that cut ties with PETA

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