Research Proposal

684 Words2 Pages
bulb-icon

Recommended: An essay on the bond between animals and humans

2. Literature Review

2.1 The human-animal bond
Pet were found in over 14.6 million in the UK homes due to single households and households comprised of couples without children tend to have pets as replacements for a partner or children (Euromonitor International, 2014a; Euromonitor International, 2014b). In fact, humans and animals have already been associated deeply for a long time, in which animals have been manifested in a variety forms such as food, servant and enemy. Nevertheless, a review of literature has identified the main reasons for this enduring association is companionship such as friends, family members, and owner’s self. Working Party Couticil for Science and Society (1988), cited by Hirschman (1994), emphasises that the animal is "perceived and treated as a subject, as a personality in its own right." Similarly, Feldmann (1979), cited by Hirschman (1994), also proposes that animals are “faithful, intimate, noncompetitive, and nonjudgmental” friends and often even better than human friends. In addition, animal companionship can satisfy humans with deeply needed emotional support and share lasting relationship (Bogdan and Taylor, 1989 cited by Sanders, 1990; Savishinsky, 1986 cited by Hirschman, 1994). Therefore, people devote time, energy and love to their pets and enjoy the happiness brought by their pets. This increasingly develops into a mutually evolving relationship and they can communicate in nonverbal ways based on mutual understanding and experience (Hirschman, 1994). On the other hand, animal companion can also be an extension of human’s self and the owner’s self-perception (Feldmann, 1979 cited by Hirschman, 1994; Belk, 1998; Sanders, 1990). Hirschman (1994) labels this from as “persona perception” that ...

... middle of paper ...

... advertising: (1) dog (friendship, loyalty and guardian), (2) cat (freedom and magic), (3) horse (masculinity) and (4) birds (intellectual and spiritual) and they observe that animals are seemed as pictorial metaphors, transferring symbolic meanings and becoming physical attractiveness and likability. Likewise, Lerner and Kalof (1999) examine the use of animals as cultural symbols in commercials and classify six groups of animal portrayal: as loved ones, as symbols, as tools, as allegories, as nuisances and as part of nature.

Although animals are widespread used in advertising, most academic research only focuses on animals as cultural meanings, rather than as emotional resonance in the human-and –animal bond. Such research is lopsided to cognitive side. Thus:

H1: Emotional response triggered by animal-companion ad relates positively to attitude toward the brand.

Show More
Related

  • Burkhard Bilger's The Last Meow

    578 Words  | 2 Pages

    Have you ever wondered how much it costs to have and maintain a pet? Burkhard Bilger, the author of “The Last Meow”, explains how Americans spend a lot of money on their pets and that people's “love affair” with their pets has gotten out of control. An observation I have made is that in many movies dogs are treated very well. When I was younger, I watched a movie called Bratz and one character would always have her dog inside a dog purse and they would even get manicures and pedicures together. The dog always had shiny clothes on and it was always very clean. Therefore, I agree with Bilger's argument that Americans “love affair” with their pets has gotten out of control.

    Read More

  • Robert Scholes on Video Texts - Comparison

    2393 Words  | 5 Pages

    According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.

    Read More

  • Charmin Toilet Paper Ad

    865 Words  | 2 Pages

    Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.

    Read More

  • Jib Fowles 'Advertising's Fifteen Basic Appeals'

    752 Words  | 2 Pages

    n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.

    Read More

  • Analysis on Kilbourne's Argument

    1421 Words  | 3 Pages

    Advertisements across the globe are becoming more and more violent. In a recent PETA ad, it depicts a naked woman with a meat diagram on her, as seen on pigs and cows. In this ad it reads “ALL ANIMALS have the same parts. Have a heart. Go vegetarian.” This ad is degrading towards a woman because the advertisement is directly comparing her to an animal. PETA is taking their advertisements to a whole new level in the wrong direction. In society people do not consider themselves animals. In fact, being called an animal is an insult to many people. For PETA to comment that this woman is an ...

    Read More

  • First Friend Case Study

    1396 Words  | 3 Pages

    First Friend: A History of Dogs and Humans, by Katherine Rogers, articulates the history of the relationship between dogs and humans. Wild Justice: The Moral Lives of Animals, by Marc Bekoff and Jessica Pierce, investigates if and how dogs exhibit morality. In both texts, anecdotes and observations are used to portray instances of dogs displaying cooperation, empathy, altruism, and, by extension, morality. Consequently, it stands to reason that dogs have a capacity for sociality, but how can the sociality of dogs be described? A dog’s capacity for sociality is the ability to form long term relationships with members of the same or other species. Dogs, in particular, dogs who hunt as well as dogs who play, are able to form long term relationships with humans and other dogs through trust, love,

    Read More

  • Milo and Otis

    3043 Words  | 7 Pages

    The ways in which we as humans represent our relationships with dogs are explored in Dog Love. Garber assumes on the role of a cultural critic through her book, commenting on the role and social value dog representations have in our society, as represented in various artifacts: novels, films, advertisements, etc. She believes that through dog stories we create the ideal human, assigning valued human characteristics to the canine protagonist. She states, “The dog becomes the repository of those model human properties that we have cynically ceased to find among humans” (Garber 15). In our society, we no longer turn to our fellow men and women for the embodiment of virtue; we instead look to “man’s best friend.”

    Read More

  • An Analysis Of Stickeen By John Muir

    1303 Words  | 3 Pages

    But like an exception to every stereotype, my experience with a human –animal relationship is also an exception. When I was twelve, I received a pair of kittens as my birthday gift. I was never an animal lover so I wasn’t too excited to receive it. But as the days went by, spending time with them developed a soft corner for them. Unlike dogs, with cats it’s more of a give and take relationship. You have to spend time with them and show them you care for them to be able to reciprocate the same care and concern for you. The more time I spent with them, the more founder and inseparable I grew of them.

    Read More

  • ASPCA Rhetorical Essay

    1050 Words  | 3 Pages

    Envisage yourself coming home from an eight-hour shift at work. You feel as if relaxing is a necessity, so you turn on the television to your favorite local news station to catch up on the exposé that all of your co-workers previously knew. While the news was on temporary break, a flamboyant commercial begins to play and once it stops playing, you can’t stop pondering the organization that displayed the indirect advertisement. That commercial enveloped you as a part of its audience. Commercials differ when deciding what rhetorical tools would manipulate their audience to succeed in unveiling their message, and this American Society for the Prevention of Cruelty to Animals (ASPCA) commercial, created by the organization’s creative director, uses

    Read More

  • Pet Therapy

    1081 Words  | 3 Pages

    Research has been done in the area of human-animal companionship and security, and stress management. Due to the relative newness of this field and the difficulties in studying it, most research has been concentrated on the elderly, specifically, institutionalized elderly. Pets have been introduced into these settings in order to minimize the negative consequences of institutionalization. Most research has been conducted on the extreme ends of the continuum, either very brief visitation or therapy of resident pets studies (Wrinkler 216).

    Read More

  • Dogs And Animal Assisted Therapy

    1285 Words  | 3 Pages

    Gereal P. Mallon (1994) states there are numerous reports in literature that exemplify the value of human contact with animals. Studies have indicated animals such as dogs play an important role in not only socializing, but a significantly greater role in humanizing children. Dogs in particular due to their interactive and affectionate nature have become increasingly effective in adjunct therapy settings of children and youth. Piaget (1929) revealed in his research a stage in child development that it is inherently natural for a child to attribute human characteristics to an animal. Cartoons, fairytales, and mythology designed for children often depict animals as important roles of human interaction. Children are even found to project their inner feelings onto an animal, which they perceive as loving. These animals too do not talk back or argue which provides the continuous degree of nonjudgmental interaction essential to a child’s recovery process.

    Read More

  • Cultural Symbols Depicted in Apple's Television Commercial, Entitled "Bean Counter"

    950 Words  | 2 Pages

    When one tries to appeal to another, they must communicate in terms the other party understands or identifies with. In the context of advertising, this concept is crucial to maximize the allure of the product sold. Since marketers have a limited amount time in the span of a televised commercial, they must rely on shortcuts to convey their message quickly and efficiently. These shortcuts are in the form of stereotypes and common associations that allow the audience to understand the idea being portrayed. As stereotypes are illustrated on a massive scale, they reinforce our view on what is typical of certain traits and characteristics, regenerating the method relied upon. In the commercial, “Bean Counter”, produced by Apple, a number of traits are presented that have cultural significance in how they are widely perceived.

    Read More

  • The Many Benefits of Pet Ownership

    953 Words  | 2 Pages

    “A dog is a man’s best friend” goes much deeper than the phrase might initially imply. Recently many medical journals have begun to identify with the many and varied benefits of pet ownership. Men have always relied upon animals for work, transportation, and survival. As times have changed, man has begun to appreciate a different bond with animals. Gone are the days of animals running free outside around the homestead, for now animals are allowed inside and are considered by many to be an integral part of our daily lives! Medical studies have found that animals have a much greater intelligence level than originally thought. Through proper training and experience, animals are not only household pets, but also are becoming an accepted form of medical treatment.

    Read More

  • Research Proposal

    1366 Words  | 3 Pages

    The theory most applicable to guiding this research is the rational choice theory. Prisoners are already confined. They have committed their crimes, and they are paying for them. That is to assume that they are actually guilty. Committing crimes in prison typically outweigh the punishments. Sexual abuse is an example of benefits outweighing the end results. The criminal will weigh the chances of being caught, the severity of the penalty, and the consequences before committing a crime. The rational choice theory implies that criminals select specific targets based on their vulnerability. Examples of vulnerable victims or opportunities include the elderly, those of a lower status, and unguarded premises. They commit their crimes according to such factors. The accessibility of the target can affect how often a crime against them may occur. The desire to commit crime typically is because it causes the perpetrator to feel some sense of fulfillment or happiness. It is believed according to this theory that by intensifying the fear of punishment, the tendency for the criminal to commit crime will lesson (Myers, 2010). When it comes to sexual abuse in prison, such fear of punishment does not exist. This is because little is being done to prevent the abuse from happening. If abuse is also being conducted by prison stuff, the chances of punishment for sexual abuse may potentially be slim. This constitutes the thought process of perpetrators of sexual abuse in prison. The chances of being punished for the crime is unlikely. In order to conduct this research, it is necessary to understand the process of thought of the abusers. By understanding their thought process, it is easier to identify potential targets of abuse. This theory also backs u...

    Read More

  • Creation of an Online Pet Shop

    2511 Words  | 6 Pages

    Nowadays, people are busy in their daily life and having a lot of stress from their working area. Most of them would like to have a pet to accompany them in their daily life and also can release the stress that they received. For example, having a dog is a good choice for most people who want to have a pet. Dog not only a very good companions and also having deep emotional tie between people. Dogs will protect the people with literally lay down their lives.

    Read More

More about Research Proposal

Open Document