2014年3月28日星期五

The Feedback for Comments


 
We have gone through all the comments. We are really grateful to other groups. You are so patient with our blog and video. And it is also very kind for you to give us so many useful suggestions with details.

 


We classify those suggestions into some main parts and we will give some feedbacks according to some important points.

 

1. The products we used to remind people to aware of the problem may be more women-used; it has less effect on men.

Actually, we also care about men’s feeling by providing the picture of Takeshi Kaneshiro and providing a brand, Biotherm, with men line. Maybe we do need to provide other kind of brands which are more familiar to men, like Gough. Although we can add some well-known products which are widely used by all the people, like shampoo, but for leaping bunny this organization, the main product is cosmetic. Hence, we do not want to confuse the audience.

 


2. Audiences are expecting more evidence and specific data about our arguments especially serious consequence about animal experiments. For example, they want to know how many brands still test on animal and some progress this leaping bunny have already make to stop these experiments.

We do think it is a good suggestion because using more data evidence will be more persuasive. Although we already put the list of brands without animal testing in our blog, but we still ignore the positive progress that leaping bunny has made, which is really a good evidence to make Hong Kong people to believe in this organization.

 

3. there is one comment suggest that more information should be given in the last part of video to tell people what they should do for preventing the bunny testing, “such as encourage people not to use cosmetic”.

We agree with that more information should be given to guide audience to do better prevent animal testing, but the suggestion that encourage people not to use cosmetic may be not realistic. And we also consider that if a video is too long, audience may lose patient to go through it. Our main goal is to convey that the issue of animals testing is serious and you can help by choosing a product with leaping bunny’s logo and if you are interested in leaping bunny, you can go to the website.

 

4. Some comments said that the pictures used in our video are too ugly and horrible that maybe people cannot handle it.

We do think using these terrible and cruel pictures can make visual impact on audience, but perhaps we should remind audience of this by saying that the content of the video maybe some kind of ugly and please prepare yourself mentally. And according to one comment, other way to reduce the horrible feeling is to use some drawings instead of real photos. We think it is a kind suggestion, but maybe the outcome or influence will be discounted.

 

5. One comments pointed out that it is difficult to make the video effective in the cultural context of Hong Kong. The audiences want to know where they can find “cruelty-free” cosmetics products in Hong Kong. It was suggested that our group should show some photos of popular cruelty free brands in Hong Kong.

Actually, we think it is a good idea. But given that the length and effectiveness of video, we have to consider more on that suggestion. Maybe giving some logos of Hong Kong brands at the part of “follow our guidance” in the video can be effective.

 

6. People suggested us to elaborate the topic using more logos, such as providing supporting evidence why animal testing can be obsolete and how safe are the cruelty-free products.
We agree with that providing evidence on why animal testing can be obsolete and how safe are the cruelty-free products is a way to be more persuasive. But putting more logos may confused our audience. In fact what we want to promote is just the organization of leaping bunny. But if this assignment is just for the topic, we are pleased to introduce more similar organizations to our audiences.

 

7. Some audience suggest that we can try some personification (e.g. add monologues of animal within the picture) to convey the painful feelings of animals to our audience.

We do like this idea because that will help our audience to empathy with those poor animals, which is more persuasive. This idea will work in concert with well the part of “if we are used in experiments”.

 

Finally, we want to express our thanks again for your attention and suggestions.
 
 

2014年3月16日星期日

Take a Leap, Shop Compassionately!

 

Leaping Bunny

The Coalition for Consumer Information on Cosmetics’ (CCIC) Leaping Bunny Program administers a cruelty-free standard and the internationally recognized Leaping Bunny Logo for companies producing cosmetic, personal care, and household products. The Leaping Bunny Program provides the best assurance that no new animal testing is used in any phase of product development by the company, its laboratories, or suppliers.




How leaping bunny works?

Companies certified through the Coalition for Consumer Information on Cosmetics' (CCIC) Leaping Bunny Program make a voluntary pledge to eliminate animal testing from all stages of product development. The companies’ ingredient suppliers make the same pledge and the result is a product guaranteed to be 100 percent free of new animal testing. All Leaping Bunny companies must recommit to the program annually and be willing to submit to an independent audit.

Social cause

Animal testing means using non-human animals in experiments). It can be used in research such as genetics, developmental biology, behavioral studies, as well as applied research such as biomedical research, xenotransplantation, drug testing and toxicology tests, including cosmetics testing. Most animals are euthanized after being used in an experiment.

The ethical questions and viewpoints about whether we should conduct animal testing have shifted significantly over the 20th century. The dominant ethical position worldwide is that achievement of scientific and medical goals using animal testing is desirable, so long as animal suffering and use is minimized. While some minority viewpoints exist which said animals had moral rights (animal rights). Tom Regan argues that animals are beings with beliefs and desires, and as such are the "subjects of a life" with moral value and therefore moral rights.

Cosmetics testing on animals are particularly controversial. Such tests, which are still conducted in the U.S., involve general toxicity, eye and skin irritancy, photo toxicity (toxicity triggered by ultraviolet light) and mutagen city.

By 1996, ‘cruelty-free’ shopping had become popular, but it was also confusing, sometimes misleading, and ultimately frustrating. Companies had begun designing their own bunny logos, abiding by their own definition of ‘cruelty-free’ or ‘animal friendly’ without the participation of animal protection groups.

Impact

In response, eight national animal protection groups banded together to form the Coalition for Consumer Information on Cosmetics (CCIC). The CCIC promotes a single comprehensive standard and an internationally recognized Leaping Bunny Logo. We are working with companies to help make shopping for animal-friendly products easier and more trustworthy.

Cosmetics testing are banned in the Netherlands, Belgium, and the UK. In 2002, after 13 years of discussion, the European Union (EU) agreed to phase in a near-total ban on the sale of animal-tested cosmetics throughout the EU from 2009, and to ban all cosmetics-related animals testing. France, which is home to the world's largest cosmetics company, L'Oreal, has protested the proposed ban by lodging a case at the European Court of Justice in Luxembourg, asking that the ban be quashed. The ban is also opposed by the European Federation for Cosmetics Ingredients, which represents 70 companies in Switzerland, Belgium, France, Germany and Italy.

 “Animal activists are urging New Zealand to sign on to a global plan to end cosmetic testing on animals. Cruelty Free International says several countries, including China, have already announced non-animal testing.”1

Workings

Leaping Bunny provides two aspects of services: service for companies and service for service. Companies can apply for this logo. When they pass the review, they can use the logo of leaping bunny to show that they don’t use animal testing in all the steps. For customers, they can choose product without animal testing from the compassionate shopping guide that leaping bunny provided.



Our Vedio


Analysis

In our video, we want to persuade Hong Kong people to use cosmetics without animal-testing. To begin with, we have deep thoughts in what rhetorical strategies should we have to do the persuasion. This should be analyzed through three dimensions: Ethos, Logos, and Pathos.

Ethos, actually, is characteristics we have in persuading people. We considered authority at first, Leaping Bunny Program belongs to CCIC which has wide influence among customers, but we don’t want to use authority to force people, we still believe that Similarity and Empathy which are our advantages can influence people in more friendly and more peaceful ways. Also, we want to establish a common goal - eliminating animal testing from all stages of product development – with cosmetic companies and have a shared vision – protecting animals from testing – with customers.

Besides, there are two dimensions in reflecting our ethos, Assertiveness and Likable/EI. Because we’ve already had wide influence around the world, so we have strong belief that we can affect more and more people to resist animal testing. The assertiveness should be high. At the same time, our good reputation convince customers of trusting the products labeled our logo. The likable/EI characteristic also is high.

Therefore, ethos to some extent influence our decision in logos. First of all, we want to keep our message simple and comprehensive, so that customers will have a deep impression on it and remember it easily. So there are not many sentences in our video. Simple words, profound significance!! Secondly, we use some animal-testing pictures to highlight how cruel for the animals to take these so-called tests. The large numbers of pictures are aim at shocking people by exposing the reality behind thousands of cosmetics. By using Salience, the audience will feel more than ordinary sympathy for the animals, the responsibility of protecting animals will be aroused by these bloody pictures. Furthermore, we put contrast logos in our video, the contrast between human beings’ beautiful life and animals’ painful life. The striking contrast let people know their beauties are at the cost of animal’s short life. Also, the repetition of these pictures double the regrettable feelings of audience. Finally, the most important logos we have is analogies, which imagine human beings are being tested instead of animals. What we try to do is alarming people that animals have the same rights with people, if you feel hurt, animals will have same feelings. Analogies can display a situation that allow people put themselves think for animals and realize the brutality of animal testing, so that they will be persuaded and take action to support animal-friendly products.

In order to make our persuasion communicate to the audience directly and avoid distortion, we also need to know our audience (Pathos), in other words, have deep insight of Hong Kong culture that enable them to have connection with video context.

1. Hong Kong has world-renowned shopping culture and shopping environment. People from all over the world are enthusiastic fashions, jewelries, especially cosmetics. A survey from Nielsen’s revealed that cosmetics are the key actual purchased category (33%) in Hong Kong.

So, at the beginning we put some cosmetics pictures which are familiar to audience in order to guide them into our topics and make the video more acceptable.

2. Star affect is very popular in Hong Kong, intimacy will be created by showing star spokespersons from Hong Kong in our video.

3. Hong Kong's culture was born in a sophisticated fusion of East and West. This situation leads to the diversity of its culture and the people there are open-minded to accept variety. Thus we use inhumane photos to evoke their sympathy. As long as people recognize the severity and ferocity of animal tests, they will accept the definition of “cruelty-free” or “animal friendly” more easily. At the same time, considering the promotion of the freedom of speech in Hong Kong, we believe that our video will be available by many people in a short time and more of them will join us to resist animal testing.


Reference

1. NZ urged to end animal testing. 3News NZ. March 12, 2014
2. Mathews, Gordon; Lui, Tai-Lok (2001). Consuming Hong Kong. Hong Kong culture and society. Hong Kong: Hong Kong University Press.
3. Melody Ng (2011). Mainland tourists poised to drive Hong Kong retail economy. The Moodie Report.