Viewers Less Interested in Animal Rights Issues After Watching PETA Ad
One-third of viewers say PETA ad was not effective
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.
Isn't PETA responsible for Euthonizing thousands of animals a year?
FOR ME AS A PARENT,I CANT IMAGINE A KID DOING THIS,BUT IF SHE DID,IT WAS TRULY CHILD-LIKE
WE WORK WITH KIDS TO BE MORE AWARE OF
THE ENVIRON AND TO EAT PRODUCTS THAT
COME FROM HUMANE WAYS AND NOT AS
INAPPROPRIATE AS PETA. IF THIS WAS A REAL
SITUATION,AFTER WHAT SHE SAID,IT SHOULD
HAVE BEEN DISCUSSED AS TO WHY SHE SAID
IT AND WHAT SHE WANTS TO COME FROM IT ETC
This was a negative ad which turned me off.
Not sure if I can comment on the commercial, but if so, I do not like PETA ads, they do a disservice to the cause. I am an animal lover, but these ads always trun me off. I give my money to the aspca and the humane society
While the ad was quite clever, there is a difference between promoting humane living (and killing) of livestock and vegan lifestyle.
I consider myself an animal lover and I am ashamed that I not moved by the plight of turkeys. I don't like birds, they freak me out. I know it's wrong to treat any animal inhumanly, but I'm not a strong enough person to become vegetarian. Vegan isn't even an option.
We need more commercials like this one
thank you...im a peta memeber
While it is an important topic, I am not sure it was done in the best light...
PETA should be disbanded. Ther is always somebody with a negative agenda..
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:05:43 PM (
#3761)
Negative agenda?? How exactly are efforts to stop people from either directly doing or supporting things like the following, a "negative" thing:
--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.
Just my personal opinion, I think these types of ads can be good but I would think using prayer may be offensive to some of the more religious people who may otherwise tend to sympathize with the animal cruelty issue. That was what first came to mind for me just now watching it.
Not everyone wants to be a vegetarian. I don't whine about the abuse vegetables indure so they should not whine about what other people eat.
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:25:56 PM (
#3762)
Back to Biology 101 for you. Vegetables don't have nervous systems = they don't feel pain/emotions. Animals do. I hate having to spell this out for people but... this isn't about food chains or hunters' "rights" or telling people what to do or any of the other not-so-well-thought-out excuses people come up to justify cruel behaviors. It is simply about education of the disgusting practices in the food industry AND about coming up with constructive ways to do away with the cruelty and abuse. No one cares what you do to your own body. But people do and should care about the way we treat other sentient beings on this planet. We don't tolerate punching children, starving pets, or torturing other wild creatures. So-called "farm" animals deserve the same protections. Only a mentally ill person gets enjoyment from others' suffering. It is quite one thing for a lion in the wild to catch & quickly kill an animal. It is quite another to keep an animal in pain & misery on a factory farm or in intense confinement for months on end & then kill it in some of the most horrific ways imaginable.
that was absolutely appalling! shame on peta!
I am a vegetarian, not a vegan... but maybe they could have added a somewhat more positive approach... I had Thanksgiving dinner with turkey eaters, but another vegetarian and I had a vegan turkey roast. Those who tried it commented it came close to the real thing. Maybe Peta could show the good alternatives to not eating meat. I think that I eat better and a wider variety of foods than I did when I ate meat. As a vegetarian I try all sorts of yummy alternatives. Maybe Peta should introduce these alternatives, with a briefer message regarding the animal cruelty issues, and demonstrate that you can still eat good foods as a vegetarian/vegan and you don't have to go hungry. .
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:29:17 PM (
#3763)
Would be nice, but they've submitted ads like that before & the networks still won't run them. Nevermind that their main focus is to stop animal cruelty. Going vegetarian is just one of tools to bring about that goal. I think people forget about that.
by Kailan (Anonymous User)
on Friday, November 4, 2011 @ 7:57:25 AM (
#7044)
THX that's a great ansewr!
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#7049)
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As far as I am concerned, PETA is a terrorist organization and should be prosecuted to the fullest extent of the law.
i dont think this is what u call animal cruelty
I think it has shock value, but I honestly do not think it will make most people change their thanksgiving traditions. Yes, it will give them something to talk about, but probably won't change much. But, I guess even if it changes one person to a VEGAN (and I am sure it will), then mission accomplished.
vegetarian=old indian word for a bad hunter
PETA is a disgrace. I am an animal lover. I am also a lover of people. Humans eat meat, I have no problem with the choice to be Vegan or vegetarian. However, I too have a choice and PETA has no right to belittle me or chastise me for my choice to eat meat. Further, PETA has advocated the genocide of certain "breeds" of dogs. How can an organization dedicated to the protection of animals endorse the genocide of an entire breed of animals? PETA are hypocrites and bullies
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:35:01 PM (
#3764)
While I don't agree with PETA's stance on pit bulls, which is the breed you're referring to, I feel that you missing the point of what they're trying to do. They're not chastising or belittling people's choices (key word here) - please see my other response posts to get the idea.
First of all God made the animals to be eaten. He told us which ones were for that. If that is the case then the wild animals eating other animals for survival would be distinct. I agree with not backing animal cruelty, but God intended us to eat meat.
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:41:58 PM (
#3765)
Ok, so you're against cruelty to animals. What are you doing about it? Words without action simply do not "hold teeth." The statement is meaningless unless you do something, or at least try. I'm sorry but your god has nothing to do with it & nor do the actions of other animals. They're irrelevant when it comes to our social, moral, and biological choices or needs. Cows do not take cues from lions on how to eat. It may interest you to do a quick search on a comparison between the human digestive system and omnivores/carnivores/herbivores.
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.
by jixten (Anonymous User)
on Thursday, January 7, 2010 @ 1:31:49 AM (
#4241)
And which god are you talking about? The one that tells you which animals to eat. I read about this in national geographic once. Your one of the muslems aren't you?
-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.
This video was very thought provoking and effective at bringing about the point of animal cruelty
The description of the turkey slaughter in the commercial is inaccurate and false. The reality behind PETA's activities are quite different from the ones they advertise. I would like to see them advertise their stray cat killing campaign. I would like to see them admit in a commercial that they killed my cat Ralph. They are a load of hypocrites out to make money off of stupid people.
by Helena (Anonymous User)
on Wednesday, December 2, 2009 @ 2:46:56 PM (
#3766)
Ahh, classic re-direction tactic (and a poor one). I live nearby a huge turkey farm called Jaindl - between what I've seen there, heard from employees, and seen on hours of undercover footage from other farms - I can definitely say it's accurate. Don't take my word for it, do some independent digging around yourself. The videos don't lie.
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.
I would not want my children to see this ad. It is very effective at getting the message across,but using a child talking about the cruelty to turkeys is offensive to me,and i don't think any child needs to hear all of that. I think most people would be a little skeptical too about all the details.
Some viewers may think that advertisements like this one is inappropriate but the reality of it is, Its animal cruelty.
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