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Use of ''entertainment'' chimpanzees in commercials distorts public perception regarding their conservation status

By Kara K Schroepfer, Alexandra G Rosati, Tanya Chartrand, Brian Hare

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Category Journal Articles
Abstract Chimpanzees (Pan troglodytes) are often used in movies, commercials and print advertisements with the intention of eliciting a humorous response from audiences. The portrayal of chimpanzees in unnatural, human-like situations may have a negative effect on the public's understanding of their endangered status in the wild while making them appear as suitable pets. Alternatively, media content that elicits a positive emotional response toward chimpanzees may increase the public's commitment to chimpanzee conservation. To test these competing hypotheses, participants (n = 165) watched a series of commercials in an experiment framed as a marketing study. Imbedded within the same series of commercials was one of three chimpanzee videos. Participants either watched 1) a chimpanzee conservation commercial, 2) commercials containing "entertainment" chimpanzees or 3) control footage of the natural behavior of wild chimpanzees. Results from a postviewing questionnaire reveal that participants who watched the conservation message understood that chimpanzees were endangered and unsuitable as pets at higher levels than those viewing the control footage. Meanwhile participants watching commercials with entertainment chimpanzees showed a decrease in understanding relative to those watching the control footage. In addition, when participants were given the opportunity to donate part of their earnings from the experiment to a conservation charity, donations were least frequent in the group watching commercials with entertainment chimpanzees. Control questions show that participants did not detect the purpose of the study. These results firmly support the hypothesis that use of entertainment chimpanzees in the popular media negatively distorts the public's perception and hinders chimpanzee conservation efforts.
Submitter

Christopher C Charles

Purdue University

Date 2011
Publication Title PLoS One
Volume 6
Issue 10
Pages 1-8
ISBN/ISSN 1932-6203
Publisher Public Library of Science
DOI 10.1371/journal.pone.0026048
URL http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0026048
Language English
Additional Language English
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Tags
  1. Animal roles
  2. Animals in culture
  3. Animal welfare
  4. Chimpanzees
  5. Commerce
  6. Conservation
  7. Films
  8. Mammals
  9. Media
  10. Mental competency
  11. Pets and companion animals
  12. Wild animals