Animal Equality Assignment Example | Topics and Well Written Essays - 250 words

Animal Equality - Assignment Example They try to do this by educating individuals about speciesism and veganism. They carry out activities which would help the general public to know the truth about what is happening in the society in regard to the animal rights. In simple words, Animal Equality urges people to stop using animals to fulfill their own needs and wants. Speciesism here refers to a form of discrimination which is used against species which are non-human. Animal Equality tries to urge people to stop exploiting animals by making them aware of the concepts of Speciesism. Similarly, Veganism is a concept of urging people to consume a diet which is more associated with plants and does not in any way exploit animals. Both these concepts together are the basis for this organization in providing the animals with their rights. Animal Equality has carried out several actions so as to decrease or eradicate animal exploitation. This involves activities such as raiding slaughterhouses and places where animals could be e xploited. By raiding and finding anything against animal rights the organization is making aware the general public about the injustice that is being laid upon the animals nowadays. Similarly, they also hold street protests to voice their concerns regarding animals if they feel any discrimination is being done against these species. Animal Equality is an organization which is doing its best to keep its purpose alive and is working towards the goal to provide the animals with the rights which they deserve.

Marketing Communication strategy of Cirque du Soleil Case Study

Marketing Communication strategy of Cirque du Soleil - Case Study Example In this paper I will examine the marketing communication of Zumanity, a show produced by the renowned Cirque du Soleil. I will review the effectiveness of the strategy employed with regards to the Awareness, Interest, Desire, Action model as advocated by E. St Elmo Lewis circa 1900. The Cirque du Soleil was born in Quebec, Canada in 1984 during the 450th anniversary of Jacques Cartier's arrival in Canada, founded by Guy Laliberte. It is a spectacular theatrical delight, a combination of arts of the circus and street entertainment. The shows features original music, flamboyant costumes, dramatic lighting and visual effects. However, in comparison to the traditional circus it differs significantly in that it is an all human show with absolutely no animal involvement. (www.circusnet.info) From its beginnings in 1984 - 2003 the Cirque du Soleil grew rapidly and extensively, transforming from one show travelling circus to an international multi show production company. Significant elements including strategic European alliance with the Swiss Circus Knie, resident shows in Disney World Florida (La Nouba) and in Vegas (O), alliances with MGM-Mirage and Imax and both film and television productions. Cirque du Soleil productions target all genres, however, there is a gr eat emphasis on family audiences. (www.cirquedusoleil.com) 2003 marked Cirque du Soleil's 15th show. ... The creative thinking behind Zumanity had been in the piping since 2001, in collaboration with MGM-Mirage. Designed to be extraordinary, just as the circus had been reinvented 20 yrs previous, Zumanity was designed to reinvent the adult entertainment market in Vegas. Zumanity: billed as; "An edgy and provocative discovery of sensuality and eroticism" (Canadian Congress of Advertising; 2004). Zumanity is the first production to show an alternative side to Cirque du Soleil and its communication strategy needed to be exact in order to achieve success with a carefully selected and targeted market. Key issues the company had to overcome are noted by Canadian Congress of Advertising (2004): image risk, social tolerance to sexuality and competition; Zumanity was not what the traditional Cirque customer would expect, it was to be more dance orientated, smaller, sensual and erotic. Care would be of the essence to ensure the original brand would not be compromised. Zumanity is not simply another erotic show and the communication strategy needed to portray the message that it is; "resolutely sexy and astounding, while meeting Cirque's high creative standards." Legalities and social considerations had to be accounted for. The direction thus for materials to "show eroticism without really showing it." Marketing needed to be savvy. The media budget was $3.2 Mill in comparison to the major competitor at the time, Celine Dion who was launching her new show, with a $10 Mill media budget. PEST analysis had to be carried out and important features such as the financial slump and impending Iraq war taken into consideration. Awareness, imagery and materials needed to be created and tickets sold before the show actually existed. The Canadian