Análise das estratégias de comunicação utilizadas na produção do audiovisual “Save Ralph”

Abstract

The present work aimed to identify and analyze the communication strategies used in the production of the short film “Save Ralph”. The audiovisual, produced by the American non-profit organization Humane Society International (HSI), was launched in 2021 in the form of criticism of the use of animals as guinea pigs in laboratory tests in the cosmetic industry, encouraging the public to opt for cruelty-free cosmetic products, translating, cruelty-free. In addition to the analysis, this research proposed conducting a study on the pillars that make up the historical-cultural context responsible for perpetuating practices of animal cruelty. In the exercise of this study, notes were listed in the communication strategies that suggest that they were designed to break with some of these pillars, such as speciesism, in order to achieve social mobilization for the “cruelty-free” theme. In order to achieve the proposed objectives, a methodological path was carried out starting from a Bibliographic Review, regarding Animal Ethics and Communication Strategies, and moving on to the Audiovisual Analysis, using, for that, decoupage as a resource. After preparing the analysis, as well as the study, the strategic choices responsible for making the short film achieve unprecedented results were identified and substantiated, in the case of the same theme. At the end of the research, it was possible to conclude that the success of the audiovisual was mainly due to the prudent choice of communication strategies, certainly guided to break with the foundations of speciesism.