This page has only limited features, please log in for full access.

Dr. KARYNN CAPILE
Federal University of Paraná (UFPR), Brazil. Laboratory of animal welfare (LABEA).

Basic Info


Research Keywords & Expertise

0 Animal Rights
0 Bioethics
0 Animal Ethics
0 Human-animal relationships
0 Critical Animal Studies

Honors and Awards

The user has no records in this section


Career Timeline

The user has no records in this section.


Short Biography

I'm currently a postdoctoral researcher at the laboratory of animal welfare (LABEA) at the Federal University of Paraná (UFPR). I have undergraduate degree in Philosophy and in Veterinary Medicine, a master’s degree in Veterinary Medicine and a doctorate degree on Bioethics, Applied Ethics and Public Health at Federal Fluminense University (UFF) of Rio de Janeiro. My studies are manly focused on animal ethics, animal rights, animal welfare, human-animal relationships and neighboring fields. My current research topics includes the reference and representation of animals in animal products marketing and the ethical issues behind animal use for testing, education and research.

Following
Followers
Co Authors
The list of users this user is following is empty.
Following: 0 users

Feed

Journal article
Published: 28 July 2021 in Sustainability
Reads 0
Downloads 0

Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns.

ACS Style

Karynn Capilé; Claire Parkinson; Richard Twine; Erickson Kovalski; Rita Paixão. Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom. Sustainability 2021, 13, 8418 .

AMA Style

Karynn Capilé, Claire Parkinson, Richard Twine, Erickson Kovalski, Rita Paixão. Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom. Sustainability. 2021; 13 (15):8418.

Chicago/Turabian Style

Karynn Capilé; Claire Parkinson; Richard Twine; Erickson Kovalski; Rita Paixão. 2021. "Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom." Sustainability 13, no. 15: 8418.