Marketing Animals - Antennae The Journal of Nature in Visual Culture

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
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