Friday, 1 June 2012

When Dead Babies Become Marketing

Clubbing a baby to death – that’s the advertising slant preferred by ‘Humans For Animals’, an animal-rights organisation.


The advertisement gives the impression that animal rights activists would sooner kill a baby human than a seal pup, which may be true, but as marketing messages go, it’s counter-productive. Most people dislike seal hunting but would not equate it with a human life.

The advert earns points for being memorable. Also the text’s parody of the bible's Golden Rule, “Don’t treat others the way you don’t want to be treated” is a gallant message (despite the awkward double negative). However the hyper-violent theme means that the message will be lost on some consumers. If the viewer is offended before they really give the ad a chance, then it won’t be effective.

Also from a purely logical viewpoint, the ad is incoherent. Firstly, who let the baby outside without a coat on? They’re the ones who need clubbing. Secondly, if there was a human baby out alone on the tundra, a seal WOULD kill it. Just not with a club.

This is one of those ads that polarises opinions, some will hate it, others will admire the hard-hitting (no pun intended) approach. As a parent, does the above advertisement offend you – or make you think?

10 comments:

bombellablog said...

It just offends me.
I've seen dead baby animals, like a run over baby fox, or fledgling bird that my cat has caught, it's unpleasant and sad. Seeing a dead human baby is infinitely worse.

Jeanette said...

As a bereaved mother, this offends me, as a protector of animals and a vegetarian this also offends me.

Catherine said...

Both horrible and illogical. Offensive on every level.

Regina said...

It's just plain stupid and it does not serve their purpose. Unless their purpose is to offend and alienate as many people as possible.

momto5 said...

how, if you value all life, and honor all life, is human life less valuable? how is that even logical.and a baby even?
it is offensive and makes me feel bad, and not the way they probably wanted me to. it makes me not want to listen to them. i have had a run in with someone once who said they would rather run down a baby/child in the road then hit a dog. why? what does that even mean? you would go out of your way to hit a child to avoid a dog? why would you want to kill either? and what if people felt that way when you were a child and just drove you under the tires. made me so sad and sick feeling. i didn't agree, i saw them as a jerk.

Alex said...

I do not believe that the impression is supposed to be one of choosing a baby instead of a seal. I was of the impression that the advert was attempting to equate an animal life wth importance. Of course animals are not human, however animals are constantly "dehumanised" (for want of a better word) and generally humanity has turned a blind eye or heart to animal suffering. I think it is about empathy, and that it is attempting to induce empathy for animals, by attempting to level death as one thing - and not as something that is different depending on species. If people want to read that as "an animal life is worth a human life" I believe that is not correct. I think it is simply saying that life is valuable and that all living things have a right to life. When you see a clubbed baby - it is horrific. So why is a clubbed seal not horrific? It is not a case of choosing between animal and baby, why not choose the right to life of both? I have 4 children - it sickes me to imagine a dead baby. But I do not take offence to an image designed to point out the realities of animal cruelty. Watch a video of animals being skinned alive for the ever present fur trade and THAT would be disturbing. Most animal rights supporters hold high importance to animal rights and to the lives of animals. That doesn't mean they think a baby is less important - it just means that both animals and humans are important. It is not a question of choice, but a wider inclusion.

backtobasicsmom said...

i just want to cry at seeing a dead baby lying in the middle of a frozen lake :'(

peter said...

It's intended to shock and offend, and therefore be memorable, and hopefully even get a lot of complaints which would increase its exposure and its effectiveness. It's not equating anything with anything, except to perhaps ask the question maybe a lot or mother seals would ask (if they had brains bigger than walnuts): how would you feel? Classic advertising manoeuver albeit at the extreme end in this instance.

Dean said...

I'm not offended. Humans are so cruel towards animals, sometimes we need to see a shocking image to prick our bubble.

I don't think it's the best of adverts (poor slogan choice, they could have tried a more effective print ad)....but I'm not offended

Fakhry Tatanaki said...

It's offends me,because killing innocent human baby or other type of spieces doesn't serve justice,there is an separation,between good and evil humans.

Post a Comment

Related Posts Plugin for WordPress, Blogger...