Assignment 3: Issue Communication
University of Amsterdam
Course: Corporate Communication
Tutorial group: 5
Assignment: 3
Date: 24/03/2020
Word count: 1792
1
, 1. Introduction
Throughout history, animals have been used for a lot of purposes; one of
those purposes is testing the safety of cosmetics such as make-up. In
recent years, testing on animals has become an issue and has been under
severe criticism by animal protection groups. “Animal testing” refers to
procedures performed on living animals against their will for testing the
safety of cosmetics, drugs and medicines (Humane Society International,
2019). Animal testing is considered an issue because the opinions on this
topic are very divided. The parties against animal testing believe that the
experiments will cause the animal pain, suffering, distress or could lead to
its death. They find it disturbing that the animal cannot give its consent to
these experiments. Especially on animal testing for cosmetics, many
organizations think it’s unethical to test on animals, simply so that
humans “can look better” (Murnaghan, n.d.).
However, people in favour of animal testing believe that these
experiments will produce great benefits for humanity and thus, it is
morally acceptable to harm a few animals, rather than risk the life of a
human being, (“BBC - Ethics - Animal ethics: Experimenting on animals,”
n.d.). Many companies and their stakeholders are dealing with this issue.
Consumers and NGO’s are bringing more awareness to the safety of
animals and governments in different countries have different laws and
regulations on this matter.
The actors that will be analysed in this report are L’Oreal, a major and
currently non-cruelty free make up brand since it sells its products in
China, where animal testing is required by law on foreign products; the
European Union, a governmental organisation that was amongst the first
to issue a full ban on animal testing; PETA, a well known non-
governmental organisation (NGO) that advocates for animal rights,
including the ban on animal testing; and The Body Shop, a cruelty free
2
, cosmetic brand that was amongst the first to campaign and against
animal testing thanks to the ethical values its founder, Anita Roddick,
inserted into the organisation’s identity from its inception. The frames that
they use in their messages will be examined. The aim is to find out how
these actors communicate in the issue arena and how their different
frames relate to each other.
2. Overview of Messages
Actor Message Title Message Description Type of
Messag
e
L’Oreal “Find out more, about our L’Oreal explains the Website
commitments” opposing perspective of page
animal testing and
describes what they’re
doing to help ban it.
Frequently Asked L’Oreal responds to the Website
Questions most frequent questions page
they have, including
those about animal
testing on cosmetics.
The question of animal L’Oreal’s shows its Website
testing and alternative position against animal page
methods. testing and its investment
in alternative methods.
3
University of Amsterdam
Course: Corporate Communication
Tutorial group: 5
Assignment: 3
Date: 24/03/2020
Word count: 1792
1
, 1. Introduction
Throughout history, animals have been used for a lot of purposes; one of
those purposes is testing the safety of cosmetics such as make-up. In
recent years, testing on animals has become an issue and has been under
severe criticism by animal protection groups. “Animal testing” refers to
procedures performed on living animals against their will for testing the
safety of cosmetics, drugs and medicines (Humane Society International,
2019). Animal testing is considered an issue because the opinions on this
topic are very divided. The parties against animal testing believe that the
experiments will cause the animal pain, suffering, distress or could lead to
its death. They find it disturbing that the animal cannot give its consent to
these experiments. Especially on animal testing for cosmetics, many
organizations think it’s unethical to test on animals, simply so that
humans “can look better” (Murnaghan, n.d.).
However, people in favour of animal testing believe that these
experiments will produce great benefits for humanity and thus, it is
morally acceptable to harm a few animals, rather than risk the life of a
human being, (“BBC - Ethics - Animal ethics: Experimenting on animals,”
n.d.). Many companies and their stakeholders are dealing with this issue.
Consumers and NGO’s are bringing more awareness to the safety of
animals and governments in different countries have different laws and
regulations on this matter.
The actors that will be analysed in this report are L’Oreal, a major and
currently non-cruelty free make up brand since it sells its products in
China, where animal testing is required by law on foreign products; the
European Union, a governmental organisation that was amongst the first
to issue a full ban on animal testing; PETA, a well known non-
governmental organisation (NGO) that advocates for animal rights,
including the ban on animal testing; and The Body Shop, a cruelty free
2
, cosmetic brand that was amongst the first to campaign and against
animal testing thanks to the ethical values its founder, Anita Roddick,
inserted into the organisation’s identity from its inception. The frames that
they use in their messages will be examined. The aim is to find out how
these actors communicate in the issue arena and how their different
frames relate to each other.
2. Overview of Messages
Actor Message Title Message Description Type of
Messag
e
L’Oreal “Find out more, about our L’Oreal explains the Website
commitments” opposing perspective of page
animal testing and
describes what they’re
doing to help ban it.
Frequently Asked L’Oreal responds to the Website
Questions most frequent questions page
they have, including
those about animal
testing on cosmetics.
The question of animal L’Oreal’s shows its Website
testing and alternative position against animal page
methods. testing and its investment
in alternative methods.
3
