Unknown Brazilian Prank Television Show
29th November 2012
Although not made for animal rights purposes, this prank highlights the contradiction in consumer's moral framework and consumption habits. By bringing a live non-human animal into a store where they are usually deceased body parts, narrows the distance in the shopper's cognitive dissonance. The simple action of revealing the live, complete, feeling and breathing version of their product challenges their feelings of enjoying seeing and the company of non-human animals alive, which is a direct friction of that same person buying the part of that animal and contributing to the slaughter of that same animal. The shocked and reluctant reaction from the shoppers in this video shows the persons true feelings, which is often masked by lifestyle habits and marketing.