Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Monday, January 21, 2013

Now you know why we need Banham zoo

This is an advertisement in the UK produced by Bates Dorland in order to promote Banham Zoo.

The advert comprises a child’s drawing of ‘a penguin’, depicting it as a chocolate bar. The caption below reads ‘now you know why we need Banham zoo’ implying that this is the only way a child can comprehend what a penguin is without going to the zoo. The advert has used humour, which plays a part in temporary amusement (Gelb & Zinkhan, 1986) so a positive attitude is built upon the brand. This associate learning is a form of classical conditioning. The neutral stimulus (CS), the zoo, is paired with another stimulus (UCS), humour, that elicits a positive affective reaction. Thus the neutral stimulus may come to evoke a positive evaluative response.

This is seen in a study by Razran (1940), where slogans were presented to subjects in different settings.  When subjects were enjoying a free lunch they approved of the slogan more than when it was presented in a neutral setting or an unpleasant condition (inhaling unpleasant fumes).

Gelb, B. D., & Zinkhan, G. M. (1986). Humor and Advertising Effectiveness After Repeated Exposures to a Radio Commercial. Journal of Advertising, 15(2), 15-20.

Razran, G. H.S. (1940). Conditioned response changes in rating and appraising socio-political slogans. Psychological Bulletin, 37, 481. 

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