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, February 27, 2013


This advertisement uses several techniques to catch audience’s attention, but the most obvious and central is its format.

Goldenberg et al. (1999) made a classification of types of templates by analyzing a sample of 200 adverts. They named six main groups basing on the properties of the main object shown in each one and the relation between them and their surrounding characteristics with the message to be transmitted.
In this advert they can be observed two main templates. The most prominent is the Extreme Situation Template, given that it highlights the quality of the service given by Oldtimer Restaurants by exaggerating the amount of food (represented by the cars that go into the tunnel, making allusion of the slogan “ALL you can eat” by using this literal interpretation). It consists specifically on an Extreme Worth version of this template. Its graphical specific scheme is represented in Figure 1. 

Otherwise, the format could be also seen from an Interactive Experiment Template’s view, since a “real person” experiencing the restaurant’s great offer interacts with the audience to be convinced that watch the poster from their cars, concretely the Active version of it.

Summing up the humor and imagination used and the effect that a big and easily seen poster like this makes, we have a very creative and catching advert. 

Fig. 1:
Extreme Situation Template’s Specific Scheme (Goldenberg et al., 1999)


Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science. 18, 333- 351

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