Marketing Animals - Antennae The Journal of Nature in Visual Culture

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Antennae The Journal of Nature in Visual Culture Editor in Chief Giovanni Aloi Academic Board Steve Baker Ron Broglio Matthew Brower Eric Brown Carol Gigliotti Donna Haraway Linda Kalof Susan McHugh Rachel Poliquin Annie Potts Ken Rinaldo Jessica Ullrich Advisory Board Bergit Arends Rod Bennison Helen Bullard Claude d’Anthenaise Petra Lange-Berndt Lisa Brown Rikke Hansen Chris Hunter Karen Knorr Rosemarie McGoldrick Susan Nance Andrea Roe David Rothenberg Nigel Rothfels Angela Singer Mark Wilson & Bryndís Snaebjornsdottir Global Contributors João Bento & Catarina Fontoura Sonja Britz Tim Chamberlain Concepción Cortes Lucy Davis Amy Fletcher Katja Kynast Christine Marran Carolina Parra Zoe Peled Julien Salaud Paul Thomas Sabrina Tonutti Johanna Willenfelt Copy Editor Maia Wentrup Front Cover Image: Original image - Pirelli, Atlante, 1954 © Pirelli 2
EDITORIAL ANTENNAE ISSUE 23 T his issue of Antennae was developed around the idea that advertising can be much more than a pivotal marketing tool in capitalist societies. Over the past few years, through the increased popularity of social networks advertising strategies have more and more come to play a pivotal role in communication and can be understood as a cultural thermometer of our identities and desires. The conspicuous presence of animals in advertising is therefore a phenomenon that deserves study; it is not a new phenomenon in itself but it is one that nonetheless demands renewed attention and scrutiny through a human-animal studies lens. Whether photographed, illustrated, animated or filmed the ambivalent presence of the animal, initially seems to facilitate the delivery of consumeristic messages. However, things are much more complex. What does the animal sell to us and what do we effectively buy through these instances of visual consumption? What role does the animal play in the persuasions processes enacted by advertisements? In the attempt to provide some answers to these questions and more, besides a traditional call for academic papers, Antennae also solicited short commentaries on advertisements chosen by our readers and contributors. The colourful variety of examples submitted contributes to the outlining of an extremely diverse range of animal appearances in advertising greatly varying on the grounds of what is to be sold and which target audiences are to persuade. These shorter entries have been interposed between longer and more complex analyses of specific animal presences in advertising. One of the unexpected result gathered from the collection of the excellent submissions we received, highlights a perhaps not too surprising, current, overriding interest for mammals against any other animal group. Anthropomorphism may be an inevitable expedient essential to the success of the identification process lying at the core of all advertising intending to sell us commodities. This is rather well demonstrated through the publication of a portfolio of vintage adverts with which this issue comes to a close. For this essential contribution we have to thank Nigel Rothfels who on a warm June afternoon in 2011 walking lazily around the streets of Zurich came across a very unusual archive. As Nigel recalls, “I was in the city to attend a small conference on science and before long, I found myself staring into the windows of the Swiss National Bank! A quite fascinating exhibit had been organized in the windows by staff at the Museum für Gestaltung Zürich focusing on the history of animals appearing in advertising posters. I went from window to window enjoying the posters and taking pictures. Through the generosity of Dr. Bettina Richter and Allesia Contin at the Museum, we are now able to bring a selection of this rarely seen and remarkable collection to Antennae’s readers”. Besides considering a range of well known and lesser know advertisements, this issue also looks at the more ethically driven consideration of the use of animal imagery in the advertisements produced by animal advocacy and conservation organisations through a thought-provoking piece by Joe Zammit-Lucia and Linda Kalof, whilst an interview with creative teams at Young & Rubicam Chicago demonstrates how the presence of animals in advertising can be used to the advantage of animals through some astonishingly simple but impressive communicational inventiveness. Lastly I would like to take the opportunity to thank all involved in the making of this issue of Antennae. Giovanni Aloi Editor in Chief of Antennae Project 3
Page 1: Antennae Issue 23 - Winter 2012 ISS
Page 5 and 6: 83 Jumbo: A Capitalist Creation Sto
Page 7 and 8: actually ethical, juridical and pol
Page 9 and 10: A merican popular culture has quiet
Page 11 and 12: animals represent to the audience?
Page 13 and 14: Fig. 1. including sources such as t
Page 15 and 16: This lack of human/penguin interact
Page 17 and 18: gorillas were associated directly w
Page 19 and 20: References Anderson, John R. (1990)
Page 21 and 22: Regione Lombardia L’Agricoltura C
Page 23 and 24: Concern about the impact of livesto
Page 25 and 26: Ed Edwards and Dave Masterman The G
Page 27 and 28: translates into context for the bov
Page 29 and 30: T here seems to be some confusion r
Page 31 and 32: P revious academic research looking
Page 33 and 34: Leo Burnett France 500 Black Jack,
Page 35 and 36: DDB Berlin The Golf GTI Edition 30,
Page 37 and 38: David&Goliath Fast and Fuel Efficie
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Page 41 and 42: progress and humanitarianism. It wa
Page 43 and 44: Fig 1. VCCP Muller “Thank You Cow
Page 45 and 46: Fig. 3 TBWA/Chiat/Day New York Sad
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number of animal species, because i
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Morrisjones & Company Unique Partne
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he same issue of the monthly magazi
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alleged Nazi dietary habits. The ma
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Fig. 4. & 5. The Miracle of Milk an
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Fig. 6. Down to Earth, Stonyfield F
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Fig. 8. Michael Mercil The Virtual
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Fig. 10. Michael Mercil The Virtual
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Fig. 12. Michael Mercil Michael Mer
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farming, the animals have disappear
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Brooke’s Soap Monkey Brand Wont W
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Fig. 1. The iconic Jumbo broadside,
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Fig. 2. Funny Folks, 1882. McCaddon
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Fig. 3. Clark’s O.N.T. Spool Cott
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T his ad for Armstrong tires depict
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perpetuation of the self image of t
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The Human Portrait Portraiture is d
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Fig. 7. Joe Zammit-Lucia Hunted, ph
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Fig. 9. Animal Portraiture Exhibit
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Fig. 10. Animal farmed for his fur
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particularly highly disturbing imag
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Pope-Hennessy, John. 1979. The Port
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Thinkbox Harvey, 2010 Thinkbox ent
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Y&R Chicago Welcome to the Saddest
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Y&R Chicago Welcome to the Saddest
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displays as a modern entertainment
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centre of a large social media camp
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construct subject positions that co
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Antennae.org.uk Issue twenty-four w
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