Our Label:Leaping Bunny
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Some useful links that will help you know more about Leaping Bunny:
‧Leaping
Bunny Website
‧Cruelty
Free International
How is our label work?
Products with our Leaping Bunny label = 100% certain the according company is cruelty-free
The Leaping Bunny Program offers an international Standard that guarantees a product free of new animal testing.
- Corporate
Standard of Compassion for Animals, a voluntary pledge that
cosmetic, personal care, and/or household product companies make to clear
animal testing from all stages of product development.
- The
company's 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 be open to independent audits, and
commitments are renewed on an annual basis.
Our Video Clip for promoting Leaping Bunny:
Another related video clip for our topic:
One of the most important
factors in determining the choice of rhetorical strategies is culture. Culture
shaped the belief and values of the people, the group of people affected by the
same culture have a fundamental similarity of what to believe and who to trust,
as well as the way of thinking. For instance, in traditional Chinese culture
ethos, pathos and logos are all considered important, but pathos takes a higher
position than the other two. Chinese speeches and literature often appeal
through ethos by starting with quotation of great and respectable figures, this
approach help audience understand the topic and make them easier to accept.
Besides ethos, it is also essential to address pathos and logos in a Chinese
cultural context. Already there is a prevalent Chinese saying that concludes
a good persuasion - “動之以情、曉之以理”.
This means that one should persuade people with情
(emotion) and
convince them with理 (reason). The two elements情 and 理 are close equivalence to
pathos and logos, and the Chinese assumes that following the rule will yield a
mutually beneficial outcome in persuasion. Such
preferences in persuasive orientations can also be seen in modern business
writings. According to Zhu & Hildebrandt (2003), English and Chinese texts
carry on with their classical rhetorical traditions. English texts stress on
logos while in the Chinese texts 情
and 理 are
intertwined. Among the three rhetorical
forms, pathos is the most prominent. The reason behind is the traditional Chinese
culture emphasis on interpersonal relationship, which is a form of pathos. To
sum up, in the example of a Chinese society, resorting to emotional approach
would be more effective.
Even though western culture
has greatly influenced Hong Kong, Hong Kong is essentially a Chinese society
and still the belief and values are dictated by traditional Chinese culture,
particularly Confucianism. Hence, our video has mainly relied on pathos, but we
have also strengthened our standpoint with logos. And from the article “Change through Persuasion”, we got an idea about “Managing
the Mood”. It suggested that the first step was to acknowledge our audiences’
feelings of depression while we were doing this persuasion campaign. (Roberto,
2005) Moreover, taken into consideration that our main
audience are women who use beauty products daily, we attempted to use ethos by
citing from attractive celebrities to uphold the idea
that every woman wanted to shine. Therefore in the beginning
of the video, we brought up the topic by showing a movie clip from a Korean TV
drama “My Love From the Star”, the feminine
lead Miss Quan zhixian (全智賢) was wiping the lipstick elegantly. The TV show received
a bomb hit lately, and promoted a great women makeup shopping boom.
Every woman loved her beauty,
and wished to gain the same attraction as she did. The second step was to knock
out the idea about its wrong to let animals- human’s friends suffer the brutal
animal tests, and showed our audience that we should focus on the continuing
hard work ahead. So we inserted several cruel pictures about animal test to
arouse the very contrast and complicated mood of our audience.
We believe that
Hong Kong people are passionate about animals. As stated in a 2006
survey conducted by the Census and Statistics Department, 286,300 (1 in every
8) households in Hong Kong were keeping pets, and the number has continued to
rise in recent years. Although being only a small island on the map, Hong Kong
has at least 9 world famous animal welfare organizations running here actively
protecting animal welfare Note1.
Recently, there has been an increasing number of animal abuse case
reported on the media, however, the number of abuse cases reported to police is
actually declining Note 2. This divergence is a strong proof that
the awareness of animal welfare in Hong Kong is rocketing as people now have
very low tolerance for animal cruelty. “The principle of consistency: People align with their clear
commitments.” (Cialdini, 2001) This principle
inspires us that the people who care about animals and who keep pets are our
premier targets. It would not be too hard for our video clip to attract the existing
Hong Kong pet lovers’ audiences to generate a small commitment, as they are all
compassionate. And in this research, it indicated “how even a small commitment
can have a powerful effect on further actions”. Afterward, we hope the
principle of social proof could show its magic, as “People follow the lead of
similar others”. (Cialdini, 2001) The friends,
neighbours and colleagues of our audience could be touched by this idea.
On top of that, we apply the
‘golden rule’ in our video to persuade our audience. Legget
suggests that to successfully apply the golden rule, it is important to understand
the situation and be able to imagine its consequence. (Legget, 2012) The general public in Hong Kong is sensitive about
fairness and justice, especially if it is an issue of corporate social
responsibility (CSR). It is because Hong Kong people have high demand for
business ethics and believe that corporations should repay the society for what
they have earned. “Numbers do not
make an emotional impact, but stories and vivid language do.” (Conger, 1998)
We
appeal to pathos once again by presenting our audience the pictures of inhumane
treatments received by totally helpless animals during animal experiments, pictures of anti-animal-testing campaign, and a
passionate speech about how animals should be treated as our friends but not
products that used for human beauty.Through graphics we visualized the feeling of the
animals and let the audience ask themselves if they are in the reversed role of
animals. It is to associate those animal
tested products with bad feelings, and convince our audience to avoid buying
products from the unethical companies.
What’s more there are
already alternatives to animal testing as technology progresses. Instead of
testing on animals, companies can use approved non-animal tests to check their
products, such as using reconstituted human skin donated from cosmetic surgery.
Human body is not the same as that of animals, when it is safe for animals does
not mean it is also safe for human.
There is one
good saying: “Persuasion promotes understanding; understanding breeds acceptance;
acceptance leads to action.” We believe after watching our
video, somehow we could persuade Hong
Kong people on a cognitive
level that the brutal animal tests are real in our life; on an emotional level,
hopefully we could arouse more sympathy of Hong Kong people; finally, people will act to
buy less of those animal tested cosmetics, eventually drive out all animal
testing practice in the beauty product industry. (Roberto, 2005)
List of famous animal welfare
organizations found in Hong Kong (in alphabetical order):
Animal Legal Defense Fund
(ALDF)
Chinese Animal Protection
Network (CAPN)
Compassion in World Farming
Humane Society of the United
States (HSUS)
International Fund for Animal
Welfare (IFAW)
People for the Ethical
Treatment of Animals (PETA)
Royal Society for the
Protection of Animals (RSPCA)
Universities Federation of
Animal Welfare (UFAW)
World Society for the
Protection of Animals (WSPA)
Note 2:
Number of animal abuse case reported to police:
Reference:
Cialdini, R. B. (2001). Harnessing the
science of persuasion. Harvard Business Review, 79(9), 74-79.
Conger
A.Jay. (1998). The necessary
art of persuation. Harvard Business Review, 92.
Hildebrandt, H. W., & Zhu, Y. (2003).
Greek and Chinese classical rhetoric: the root of cultural differences in
business and marketing communication. Asia Pacific Journal of Marketing and
Logistics, 15(1/2), 89-114.
Leggett, B. (2012, March 13). ‘The golden
rule’ and credibility. Retrieved March 14, 2014 from University of Navarra,
IESE Business School Web site:
http://blog.iese.edu/leggett/2012/03/13/the-golden-rule-and-credibility/
Roberto& Garvin,D.M. (2005年5月).
Change Through Persuation. Harvard Business Review, 110-111.
Other reference for creating our video:
‧文明社會豈容虐待動物 設動物警察可借鑑外地
http://news.sina.com.hk/news/20140106/-6-3158297/1.html
‧200人遊行促設動物警察
http://orientaldaily.on.cc/cnt/news/20131216/00176_010.html
