Culture Jam Assignment

Original Ad.

Canada Goose has become a reputable company in the jacket industry. The fur-lined coats have made their way into the lifestyle of the rich and famous.  In their ad campaign the phrase “trust your instincts, not instructions”, supports the industry’s practice for humane killing of animals. They believe the use of coyote fur, is the only choice for the protection in the most coldest environments. The products are designed and built to protect against frost bite, thus the fur trim around the hood aids in disrupting airflow and creates turbulent air. Canada Goose claims, coyote fur retains heat providing warmth in the face while allowing no moisture to settle around the area. Alongside the company, many of the consumers believe that the killing of animals in a humane manner is acceptable for functional purposes. The company’s fur policy states, they are “deeply committed to the preservation of our global environment and the humane treatment of animals”. According to their website, they use the highest quality of fur sourced from the Northwest regions of Canada and the United States, where there is seen to be a high abundance of coyotes. The company also believes that in many areas of North America, coyotes are considered a threat. Therefore, labeling as ethical sourcing the company’s personal choice is using fur is justified and respected. When buying a Canada Goose jacket, consumers are led to believe that the fur around their hood, was achieved through minimal animal suffering and maximal effort was made to ensure this.