The credibility of shock advocacy: Animal rights attack messages

This study examined the impact of a graphic animal rights campaign launched by People for the Ethical Treatment of Animals (PETA) against alleged abuses on a corporate farm. It considered the impact of the campaign upon the credibility of the target of the campaign as well as the producer of the cam...

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Bibliographic Details
Published in:	Public relations review 2009-06, Vol.35 (2), p.162-164
Main Authors:	Scudder, Joseph N., Mills, Carol Bishop
Format:	Article
Language:	English
Subjects:	Advertising Advocacy Advocacy campaigns Animal human relations Animal rights Animal rights movement Animals Attack messages Campaigns Corporate image Credibility Ethics Factory farming Farms Food Food consumption Food industry Impact analysis Livestock industry Nonprofit organizations PETA Pig farming Public opinion Public relations Shock advocacy Studies
Citations:	Items that cite this one
Online Access:	Get full text
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