When Cows Talk: The Happy California Cow Campaign as Visual Apologia

Riley, Catherine

doi:10.1080/00028533.2015.11821854

Cited by 8 publications

(7 citation statements)

References 43 publications

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“…Our findings corroborate conclusions from other studies about the extremely positive depiction as well as the omission and lack of reliable information in dairy marketing regarding dairy cows' conditions [21,107,108,112,160,161].…”

Section: Appeal To Nature and The Misuse Of Concepts From Animal Welfare Sciencesupporting

confidence: 91%

“…A 'flagship' for dairy marketing is the California happy cow campaign, which debuted in 2007 in the United States, that heavily invested in the happy cow narrative [110,111]. The animal rights organisation People for the Ethical Treatment of Animals (PETA) sued the California Milk Advisory Board (CMAB) more than once, in vain, for deception [112]. Moreover, many scholars and activists have argued that the message conveyed by this campaign is problematic and misleading [85,92,109,112,113].…”

Section: Cows' Exploitation Issuesmentioning

confidence: 99%

“…The animal rights organisation People for the Ethical Treatment of Animals (PETA) sued the California Milk Advisory Board (CMAB) more than once, in vain, for deception [112]. Moreover, many scholars and activists have argued that the message conveyed by this campaign is problematic and misleading [85,92,109,112,113]. However, the advertisement was never banned.…”

Section: Cows' Exploitation Issuesmentioning

confidence: 99%

“…The happy cow narrative [112], also referred to as an idyllic rural setting [42,[107][108][109]205] or dairy tale [107], might be an instance of moral disengagement, since it involves language manipulation that alleviates the weight of a harmful conduct and reduces personal responsibility [14,71,206]. Such a narrative was built under an ideology in which cows can and should be used as milk resources, and this precept determines cows' roles in society.…”

Section: Appeal To Nature and The Misuse Of Concepts From Animal Welfare Sciencementioning

confidence: 99%

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Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

et al. 2021

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Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns.

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Section: Appeal To Nature and The Misuse Of Concepts From Animal Welfare Sciencesupporting

confidence: 91%

Section: Cows' Exploitation Issuesmentioning

confidence: 99%

Section: Cows' Exploitation Issuesmentioning

confidence: 99%

Section: Appeal To Nature and The Misuse Of Concepts From Animal Welfare Sciencementioning

confidence: 99%

See 2 more Smart Citations

Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

et al. 2021

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“…For example, storytelling is foundational to food industry marketing. The idyllic farm imaginary still abounds in Eurocentric depictions of farm life (Bladow, 2015) and provides a convenient disguise for the real-life experience of farming, farm labor, and the realities of global food insecurity (Riley, 2015). Visual and digital storytelling can add to the impact of messaging.…”

Section: Storytelling: Changing the Narrativementioning

confidence: 99%

What's in a name? Challenging the commodification of pollination through the diverse economies of 'Bee Cities'

Marshman¹,

Knežević²

2021

Journal of Political Ecology

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One million species are threatened with extinction globally, including more than half of the native bee species in North America. In Canada, as of July 2020, 42 municipalities have signed a resolution to commit to the standards of the Bee City Canada program which includes creating and enhancing pollinator habitat, along with celebrating and raising awareness about pollinators in their communities. Our central argument is that the commodification of pollination has detrimental effects on people, pollinators, and ecosystems, and that a diverse economies framework is one conceptual model that can help shift our perspective. Within the 'save the bees' narrative, a capitalocentric, unidimensional image of pollination persists, driven by particular forms of market power and domination. Well-intentioned individuals and groups may be constrained by industrydominated messaging that limits their understanding of appropriate interventions. Meanwhile, Bee City Canada offers municipalities the opportunity to engage in conservation efforts by starting where they are and building on a network of Bee Cities across the country. We conducted a collective case study involving in-depth interviews with members of Ontario Bee Cities. Our thematic interpretive analysis shows how a diverse economies framework can help us to understand the value and contributions of this initiative in previously undervalued and under-recognized ways and how they help to advance a whole-of-community approach. It is only through decentering the hegemonic market-based view of pollination that true conservation of bee diversity, and associated pollination services, can be prioritized. Our findings show that Bee Cities can animate a vibrant political ecology through a collective municipal identity, by centering bees (and other pollinators by proxy).

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The Truth About Ideographs

Boyd¹

2018

The Handbook of Organizational Rhetoric and Communication

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When Cows Talk: The Happy California Cow Campaign as Visual Apologia

Cited by 8 publications

References 43 publications

Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

What's in a name? Challenging the commodification of pollination through the diverse economies of 'Bee Cities'

The Truth About Ideographs

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