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.

Wednesday, January 23, 2013

Write The Future

This advertisement from Nike made use of a wide range of techniques. Firstly, it made use of the ‘high-status-admirer altercast’ technique by having famous sportsmen such as Ronaldo, Rooney, Cannavaro, Drogba, Ronaldinho, Federer, and Kobe Bryant. These players use Nike products and it is suggested you can become successful like them by using Nike products.

Secondly, this advert made use of humour. After passing the ball to the opposing team, Rooney pictured the consequence as being a fat and bearded man hated by his nation. Humour can attract attention without harming comprehension, and can increase liking and persuasion (Weinberger & Gulas, 1992).

Thirdly, this advert made use of the ‘association’ technique. The idea of using Nike products is linked to another positive concept which is playing for your country and bringing her glory. The Portuguese people built a statue of Ronaldo because he brought his country glory. This positive meaning is transferred to the neutral idea of using Nike products.

In a study by Staats and Staats (1958), national names and masculine names were paired with either positive or negative words. They found that the positive or negative meaning of the words tended to transfer to the original names.

Staats, A. W., & Staats, C. K. (1958). Attitudes established by classical conditioning. Journal of Abnormal and Social Psychology, 57, 37-40.

Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21, 4.

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