Research Proposal

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Recommended: An essay on the bond between animals and humans

2. Literature Review

2.1 The human-animal bond
Pet were found in over 14.6 million in the UK homes due to single households and households comprised of couples without children tend to have pets as replacements for a partner or children (Euromonitor International, 2014a; Euromonitor International, 2014b). In fact, humans and animals have already been associated deeply for a long time, in which animals have been manifested in a variety forms such as food, servant and enemy. Nevertheless, a review of literature has identified the main reasons for this enduring association is companionship such as friends, family members, and owner’s self. Working Party Couticil for Science and Society (1988), cited by Hirschman (1994), emphasises that the animal is "perceived and treated as a subject, as a personality in its own right." Similarly, Feldmann (1979), cited by Hirschman (1994), also proposes that animals are “faithful, intimate, noncompetitive, and nonjudgmental” friends and often even better than human friends. In addition, animal companionship can satisfy humans with deeply needed emotional support and share lasting relationship (Bogdan and Taylor, 1989 cited by Sanders, 1990; Savishinsky, 1986 cited by Hirschman, 1994). Therefore, people devote time, energy and love to their pets and enjoy the happiness brought by their pets. This increasingly develops into a mutually evolving relationship and they can communicate in nonverbal ways based on mutual understanding and experience (Hirschman, 1994). On the other hand, animal companion can also be an extension of human’s self and the owner’s self-perception (Feldmann, 1979 cited by Hirschman, 1994; Belk, 1998; Sanders, 1990). Hirschman (1994) labels this from as “persona perception” that ...

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... advertising: (1) dog (friendship, loyalty and guardian), (2) cat (freedom and magic), (3) horse (masculinity) and (4) birds (intellectual and spiritual) and they observe that animals are seemed as pictorial metaphors, transferring symbolic meanings and becoming physical attractiveness and likability. Likewise, Lerner and Kalof (1999) examine the use of animals as cultural symbols in commercials and classify six groups of animal portrayal: as loved ones, as symbols, as tools, as allegories, as nuisances and as part of nature.

Although animals are widespread used in advertising, most academic research only focuses on animals as cultural meanings, rather than as emotional resonance in the human-and –animal bond. Such research is lopsided to cognitive side. Thus:

H1: Emotional response triggered by animal-companion ad relates positively to attitude toward the brand.

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