by Janine Culotta

Created on: August 03, 2009   Last Updated: August 04, 2009

Yes, indeed a company should help the welfare of animals, particularly if a company is exploiting animals through an advertising campaign. Actually, utilizing animals in advertising is a great way for companies to get their message out, because consumers respond to animals. Many people relate emotionally to animals, because they may be familiar with a particular type of creature. Dogs, cats, monkeys, and even reptiles represent family to many people in the world today.

We have all had our hearts tugged when a kitty or pooch shows up on the television and even in the movie theatre. Many types of shows utilize stage animals for huge profits. Why not give back to those innocents who cannot represent themselves? Many animals have difficult situations in which they are merely surviving. The very few celebrity animals out there are the exception to the rule. It is far more common for our furry (and non furry) friends to suffer abuse and neglect at the hands of cruel and abusive owners and handlers.

If a company wants to utilize an animal in its ad campaign, it could get additional publicity through supporting a welfare effort. Joining a board or donating an advertisement could help build trust and show goodwill which would provide more viewer-ship down the road. Having your company brand associated with the goals of a animal welfare affiliation could boost company profits."Birds of a feather flock together" is an old saying which means people will associate with like-minded people. Companies may capitalize on this through being animal friendly and showing their care and concern for creatures well being.

For a company not to support animal welfare and who exploit animals, this may be detrimental to a company's perceived public image, as well as, a lost opportunity to reach more people. If a company has a logo in which an animal is featured, yet does not promote the well-being of that genre of species, maybe it should not use that image in their marketing campaign. Associations which are exploitative are not respected and should be discouraged.

Smokey the Bear is an example of sending a message which helps society, as well as, promotes bears having a safe habitat and environment. That bear has become an icon for which millions of American people respond. Corporate America should reciprocate with animals it uses to promote their products and could realize bonus profits through promoting animal welfare. Promoting animal welfare seems like an excellent way to give back to those creatures that are helping to make millions of dollars for the company they represent. Many corporations already recognize this intangible benefit and capitalize on it..

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