Behaviour Change

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

Friday, January 18, 2013

Gucci Premiere advert 2012

This advert uses both the physically attractive-admirer altercast and the high status-admirer altercast. By showing a beautiful, famous actress using this perfume, it appeals to the female audience, who desire to be like this woman. It gives the audience a glimpse at what it would be like to be famous. The audience may get a sense that they have Blake Lively’s seal of approval on the perfume, which ladies will buy if they desire to be similar to Blake Lively, in the attractive or famous sense. It is an invitation to try your own red-carpet moment, a step forward to achieve your desires.

Evidence for the physical attractive-admirer altercast effect was demonstrated by Snyder & Rothbart (1971), who found that tape-recorded communications were more persuasive if paired with a photograph of an attractive communicator, compared to an unattractive communicator photograph, or no photograph.Evidence for the high status-admirer altercast is seen when an orchestra played less mistakes when playing a high status composers’ piece, compared to when playing a low-status composers’ piece of music (Weick, Gilfillan & Keith, 1973).

Snyder, M., & Rothbard, M. (1971). Communicator attractiveness and opinion change. Canadian Journal of Behavioural Science, 3(4), 377. Weick, K. E., Gilfillan, D.P., & Keith, T.A. (1973). The effect of composer credibility on orchestra performance. Sociometry, 36 (4), 435-462.

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