Abstract
This thesis seeks to explore the topics of animal welfare and zoological practices from a communicative perspective. The overall target of the thesis is to investigate how these topics can be utilized as a foundation toward effective communication for Aalborg Zoo in order to gain interest from specific target groups and improve its image. Using document analysis, Carroll’s theory on corporate social responsibility will be used to identify and explore different initiatives and practices of Aalborg Zoo that could prove useful in the communicational strategies. The rhetorical theories of Toulmin and Aristotle have been included in order to formulate suggestions to structuring an effective persuasive and argumentative based approaches to the communication. Furthermore, focus groups have been included to examine a specific demographic segment that constitutes one of Aalborg Zoo’s target groups.

The analysis brought numerous findings for Aalborg Zoo to use in its communication. From the findings, the thesis concluded that Aalborg Zoo is a socially responsible organization because of correlation between the theoretical approach and various initiatives and practices. From the findings, general suggestions to how these components can contribute to different situations, have been formed. Moreover, with the findings from the argumentation analysis of Copenhagen Zoo, the thesis suggests that Aalborg Zoo’s communication should be based on the theoretical components by Toulmin, namely claim, data and warrant in order to form well-structured statements. The findings also emphasize awareness regarding the use of data, given that wrongful use can result in a distancing from the audience, and thereby rejection of argument. In terms of Aristotle’s theory, findings of persuasive messaging display that the persuasive components can be used in Aalborg Zoo’s communication of animal welfare and zoological practices not only in order to effectively persuade the audience, but additionally in specific contexts and with different purposes. Furthermore, on basis of the focus group interviews, the thesis found that high school students potentially possess specific preferences when it comes to communicative aspects of Aalborg Zoo. These preferences are reflected in their engagement in environmental issues, relevant events to their age group at the zoo, engaging and dynamic social media presence as well as a need for logical reasoning and clear argumentative approach in terms of zoological practices. In this thesis, these statements are addressed through the chosen theoretical perspectives and interpreted using the concepts of persuasion, argumentation, and CSR, which adds an additional perspective to the overall research question of the thesis.