Marketing Animals - Antennae The Journal of Nature in Visual Culture

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marital love. Carol Adams clearly explains how the sexual politics of meat begins within the exploitation of the reproductive functions of female animals. Living alone milk and eggs – which are products of maternity –, the majority of meat comes from adult females and their babies. Female nonhuman animals are exploited to satisfy human appetites both when they are alive and when they are dead, while male animals are used much less in the food References Adams, Carol J. The Sexual Politics of Meat. Twentieth Anniversary Edition (2010). New York : Continuum, 1990. Derrida, Jacques. "'Eating Well', or the Calculation of the Subject: An Interview with Jacques Derrida" in Who Comes After the Subject, edited by Eduardo Cadava, Peter Connor and Jean-Luc Nancy, 96-119. New York and London: Routledge, 1991. Plumwood, Val. "Feminism and Ecofeminism: Beyond the Dualistic Assumptions of Women, Men, and Nature." The Ecologist 22, no. 1 (January/February 1992). 8 industry, because they don’t produce anything during their lives and their meat is considered as less succulent and tasty. In an analogous way, female human animals are exploited mainly when they are alive for their sexual and reproductive function and, basically, to satisfy men’s pleasure. The Meat lovers image makes it clear that not much has changed, since the Sixties: females of all species are ‘objects’ of love and properties of men. Adele Tiengo is a Ph.D. student in Foreign Languages, Literatures, and Cultures at the University of Milan (Italy), where she graduated in 2012 with a thesis on the relationship between literature and ethics in the animal question. In 2011 she spent a period as a visiting researcher at the University of Alcalà (Spain), thanks to the Susan Fenimore Cooper scholarship. She is currently carrying on her research activities in ecocriticism. Matteo Andreozzi is a PhD student in Philosophy at University of Milan, Italy. His research is mainly on Environmental Ethics and Movements, with a special focus on the analysis and the developing of the intrinsic value concept. He is author of the book Verso Una Prospettiva Ecocentrica. Ecologia Profonda e Pensiero a Aete[Heading Toward an Ecocentric Mindset. Deep Ecology and Reticular Thinking], 2011 and editor of the book Etiche dell’Ambiente. Voci e Prospettive [Environmental Ethics. Voices and Perspectives], 2012. He is also representative member of ENEE (European Network for Environmental Ethics) and MAnITA (Minding Animals Italy) and member of ISEE (International Society for Environmental Ethics) and ESFRE (European Forum for the Study of Religion and the Environment). For further information please visit http://www.matteoandreozzi.it or http://unimi.academia.edu/MatteoAndreozzi.
A merican popular culture has quietly become inhabited by all sorts of talking animals and dancing products that are used by advertisers to promote their brands. These creatures, called trade characters, are fictional, animate beings, or animated objects, that have been created for the promotion of a product, service, or idea (Phillips 1996). Commercials with these characters score above average in their ability to change brand preference (Stewart and Furse 1986). It appears, then, that trade characters can be effective communication tools. However, it is unclear why this is so. Although trade characters are popular with advertisers and consumers, their role in communicating the advertising message has been generally taken for granted without investigation. It has been hypothesized that there are several reasons why advertisers use trade characters: to attract attention, enhance identification of and memory ADVERTISING AND THE CULTURAL MEANING OF ANIMALS One explanation for the proliferation of animal trade characters in current advertising practice proposes that they are effective communication tools because they can be used to transfer desirable cultural meanings to products with which they are associated. The first step in examining what messages these animals communicate is to explore the common cultural meanings that they embody. This paper presents a qualitative analysis of the common themes found in the cultural meanings of four animal characters. In addition, it demonstrates a method by which cultural meanings can be elicited. The implications of this method for advertising research and practice are discussed. Text by Barbara J. Phillips 9 for a product, and achieve promotional continuity (Phillips 1996). However, one of the most important reasons for the use of trade characters in advertising may be that they can be used to transfer desired meanings to the products with which they are associated. By pairing a trade character with a product, advertisers can link the personality and cultural meaning of the character to the product in the minds of consumers. This creates a desirable image, or meaning, for the product. The first step in supporting this explanation of trade character communication is to show that these characters do embody common cultural meanings that can be linked to products. Research has shown that animal characters are one of the most commonly used trade character types in current advertising practice (Callcott and Lee 1994). Animals have long been viewed as standard symbols of human qualities (Neal 1985; Sax 1988). For example, in American culture,
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