https://animalsaustralia.qnetau.com/appeal/bobby-calves/bobby-newspaper-ad-nov2011.pdf
The above links to an advertisement developed by Animals Australia to inform the public of the fate of bobby calves in the dairy industry. I think this is a perfect example of the loss message. Yes it might get some people's attention and create change, but will others turn away suffering from 'learned hopelessness'? The answer to this question I found in my mother's reaction to the advertisement. A lover of animals herself said 'turn the page, I can't read that'.
This advertisement is tame compared to Animals Australia's other advertisements. As a person who is concerned about animal welfare and as such a vegetarian, even these advertisements make me feel helpless.
http://www.animalsaustralia.org/media/ads.php
While I believe it is important for people to not be ignorant to what is happening to animals, I think advertisements like these create 'learned hopelessness' and 'action paralysis'. They are confronting and upsetting and as such many people find it easier to not think about it rather than to have to do something about it. The same can be said about environmental issues like palm oil.
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