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, February 18, 2013
This advertisement shows a swimmer wearing an Arena swimming costume swimming in the same water as Noah's Ark is sailing in. The swimmer is performing under exaggerated circumstances that are made to look extremely dangerous.
This advert uses the extreme situation template, one of the 6 templates described by Goldenberg, Mazurksy and Solomon (1999). The extreme attribute version of the template is used here, whereby the product is exaggerated unrealistically. It is very unrealistic for a swimmer to be swimming in these conditions, but the advert uses this effect to show that Arena swimwear can be used in this unlikely situation, and therefore will be especially useful for professional swimmers in competitions, as it can provide protection.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18, 333-351.