Flemington, NJ, December 1, 2009 – A new media study among 321 Americans revealed that they were less interested in animal rights issues after viewing a controversial advertisement from the People for the Ethical Treatment of Animals (PETA).
The study was conducted by HCD Research using its MediaCurves.com® website during November 30 and December 1 to obtain viewers’ perceptions of an advertisement by PETA in which a girl saying grace at Thanksgiving dinner provides a graphic description of the treatment of commercial raised turkeys. To view interest curves and detailed results go to: www.mediacurves.com.
More than one-third of viewers (36%) reported that the advertisement was “not at all effective.” In addition, more than half of the viewers (56%) indicated that the ad was “disturbing.” Slightly fewer viewers (42%) reported “disturbing” as the emotion they felt most while watching the commercial.
Among the findings:
Please indicate your current level of interest regarding the issue of animal rights and animal cruelty (please focus on how significant the issue is to you and your level of concern).
|
|
Before Video |
After Video |
|
1- Not at all interested |
1% |
7% |
|
2 |
3% |
4% |
|
Bottom 2 |
4% |
11% |
|
3 |
2% |
5% |
|
4- Neutral |
18% |
17% |
|
5 |
26% |
23% |
|
Top 2 |
49% |
44% |
|
6 |
26% |
24% |
|
7- Extremely interested |
24% |
21% |
|
Mean |
5.4 |
5.0 |
Overall, how effective do you think the PETA Thanksgiving “grace” advertisement was?
|
|
Total |
|
Extremely effective |
18% |
|
Somewhat effective |
46% |
|
Not at all effective |
36% |
Which of the following emotions did you feel while viewing the PETA Thanksgiving “grace” advertisement? Please select all that apply.
|
|
Total |
|
Anger |
28% |
|
Inspiration |
9% |
|
Sadness |
30% |
|
Skepticism |
24% |
|
Confusion |
10% |
|
Disturbing |
56% |
|
Embarrassment |
15% |
|
Pride |
2% |
|
Happiness |
8% |
Which of the following emotions did you feel the most while viewing the advertisement? Please select one emotion you felt the most.
|
|
Total |
|
Anger |
9% |
|
Inspiration |
7% |
|
Sadness |
13% |
|
Skepticism |
15% |
|
Confusion |
4% |
|
Disturbing |
42% |
|
Embarrassment |
5% |
|
Pride |
0% |
|
Happiness |
6% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
--Housing turkeys in filthy, windowless sheds with thousands of others, where ammonia levels from feces can literally leave skin burns.
--Slicing off parts of turkeys' toes & beaks, and the males' snoods WITHOUT painkillers. Imagine having the skin under YOUR chin chopped off with a pair of scissors.
--Drugging and breeding animals to become so unnaturally large that they die from organ failure or become painfully crippled at a mere 6 months of age. Some become so crippled from this that they cannot even move enough to reach water.
--Bludgeoning, kicking, or neck-wringing "uncooperative" (read injured, ill, or lame) birds.
--Breaking their bones when "hauling" them into crates for slaughterhouse-bound trucks.
--At the slaughterhouse, turkeys are hung upside-down & dragged through an electrified "stunning tank," which immobilizes them but does not kill them. Many of the terrified birds dodge the tank and, therefore, are fully conscious when their throats are slit. If the knife fails to properly slit the birds' throats, they are scalded ALIVE in the tank of hot water used for feather removal.
And stay on topic please – don't skirt the issue by pointing out moot points about publicity tactics.
I'd be happy to discuss these issues with mature individuals who genuinely give a damn about other beings on this planet.
All in all, it's besides the point and skirting the issue which is cruelty in the meat industry. It's just unfortunate that so many people don't have a clue about what is involved in putting a hamburger on their plate.
-and u can't eat pig because it sas so in ur bible. Well let me tell you there is only one god and that is the great god of the american people and he demands we eat turkey.
As for the stray cat killing....animal shelters everywhere do the same thing every damn day. And ya know why? It's very, very simple. There aren't enough homes for them all & people keep breeding them. Do the math. To anyone who has ever cared about a dog or cat knows that they would never consider a life in a cage, any life at all. It's a sad but necessary mercy.
But again, it's good to know that instead of discussing the issue at hand, you're adept at skirting the highlighted issue.