ABSTRACT: The aim of this study is to consider whether the media has any influence on an owner’s decision to acquire a brachycephalic breed dog. This topic is of current importance due to the increasing demand for brachycephalic breeds and their current use in advertising across various media platforms.

Their increasing popularity has brought to the forefront numerous conformation abnormalities, most notably respiratory problems, dystocia and ophthalmic conditions. This ultimately contributes to deteriorating breed health and compromises canine welfare. As veterinary nurses are leading advocates for animal welfare, it is important to understand motivations behind prospective pet owners and educate them accordingly as to promote healthy standards in canine companions.

Author(s)

Tasmin Maclennan BSc (Hons) RVN

Tasmin graduated from Edinburgh Napier University with a First-class honour’s degree in Veterinary Nursing in June 2018. Since then, she has been working in a small animal first opinion and referral practice in the North of Scotland with her interests mainly being in surgical nursing and anaesthesia.

Dr. David Smith, SFHEA, MRSB, Edinburgh Napier University

David Smith is a senior teaching fellow in veterinary nursing and biological sciences at Edinburgh Napier University, graduating with a Ph.D. in animal science from the Royal (Dick) School of Veterinary Studies in 1999. His personal research interest includes the nutrition of grazing animals and pedagogical approaches in higher education.

Email: d.smith@napierac.uk

Keywords: Brachycephalic; media; breed standards; purchase motivations; canine welfare

To cite this article:  Veterinary Nursing Journal • VOL 34 (12) • December 2019 pp 302-306

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