Voters To Decide On Farm Animal Initiative Nov. 4

October 24, 2008 — 

On Nov. 4, voters will go to the polls and decide on a Proposition 2, an initiative that may change conditions for farm animals in California.

This time, the KCRA 3 AdWatchers examined an ad that wants Californians to vote "yes" on Proposition 2.

The Adwatchers are Barbara O'Connor, a public communications professor at Sacramento State University; Steve Swatt, a political analyst and former political reporter; and Kimberly Nalder, a government professor.

The ad features a UC Davis veterinarian who compares farm animals to family pets. "We wouldn't force our pets to live in cages for their whole lives. And farm animals should not suffer this misery either," the ad says.

But the comparison between animals that share our home and animals we eat bothers some of the AdWatchers.

"It's a leap to say that the two should be treated equivalently," Nalder said. The AdWatchers also take truth points away because they said the ad gives the impression all veterinarians support Proposition 2.

"Join me and hundreds of other California veterinarians in voting 'yes' on Prop 2," the ad says.

Yet the American Veterinary Medical Association issued a statement that said giving farm animals more room could make them aggressive, increase the risk of injury and "do more harm than good."

"It appears that it perhaps has broader supporter than it does," Swatt said. The Adwatchers give the spot a C for truthfulness.

The next subject the AdWatchers examine is relevance.

Given the current financial crisis, the AdWatchers said voters are less focused on issues such as animal welfare.

"I think it's less relevant when people are worried about their own economic well being," O' Connor said.

For relevance, the "yes" on Proposition 2 ad gets a C+.

The spot fails to point out that Proposition 2 applies only to three specific categories: egg-laying chickens, pregnant pigs and calves raised for veal, the AdWatchers said. In other words, the video of the adult cow being pushed by a forklift has nothing to do with Proposition 2.

"I think it's extremely misleading," Swatt said.

For substance, the ad is given a C-.

The AdWatchers, however, said the ad is effective because people are likely to remember the images when they vote.

So, for effectiveness the spot is given an A-.

"It's a good emotional appeal," O'Connor said.

Grade Recap

• Truthfulness: C
• Relevance: C+
• Substance: C-
• Effectiveness: A-

Source:
KCRA.com, October 23, 2008