19th Jan 2008
Los Angeles - For attempting to increase its business by exploiting an elephant in an advertising campaign, Singapore Airlines has been awarded the "Bronze Scoop" in PETA's annual Litterbox Awards.
Singapore Airlines' print ad features a man holding a bullhook in his hand while sitting on top of an elephant and forcing her to bow. The ad's intent is to urge people to "Visit Colorful India." Elephant handlers use bullhooks—heavy rods with a sharp metal hook at the end—to force elephants to perform tricks by jabbing the bullhooks into the sensitive skin behind elephants' ears and knees, often drawing blood. Ironically, the Indian city of Mumbai recently banned elephant handlers because of the beatings that captive elephants endure at the hands of their keepers and the safety hazards associated with forcing elephants to negotiate crowded city streets.
"There's nothing 'colorful' about tearing elephants away from their families and habitats and forcing them to perform for tourists under the threat of beatings," says PETA President Ingrid E. Newkirk, who grew up in India. "Tourists help perpetuate this abuse, and Singapore Airlines is glorifying it with its thoughtless ad."
PETA gives Litterbox Awards to companies that advertise in ways that show a lack of compassion toward animals or that handle animals irresponsibly. Joining Singapore Airlines are two other companies that have attempted to boost revenues by using ads that stink for animals: computer-supply company CDW and Exit Urban Shoes.
The group also gives Glitterbox Awards to companies that depict animals in a positive manner and promote respect for animals in their advertisements. This year's Glitterbox winners include General Motors for a Chevy commercial that raises awareness about vegetarian diets and protecting the environment and Georgia-Pacific Corporation for a Brawny paper towels ad that shows a "man's man" as he humanely removes a spider from his house. All winners in both categories are featured in PETA's quarterly magazine, Animal Times.
