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 20, 2013

Aviva Life Insurance

As mentioned in Goldenberg, Mazursky, and Soloman (1999) the dimensionality alteration template is when the result of using or not using a product is dramatized by a leap in time that shows long term consequences. The time leap version of this template presents an ordinary situation but the entertaining effect is achieved by shifting the situation to past or future. 

The time leap template used in this advert creates an emotional appeal ensuring an affective, attention-grabbing advert. This Aviva life insurance ad evokes fear and emotion of the harsh reality of death. Life insurance policy sellers such as Aviva design campaigns to encourage people to invest in a policy by highlighting the need for one. The time leap template used in this advert depicts a scenario of the present such as the wife and children preparing to go on a holiday narrated by the Dad who has actually died, which creates the need of financial security for ones dependents as a consequence of death. 

Insurance is one of the products that is inexplicably aimed towards men, commercials for life insurance tend to show men as providers for the family (Kaufman, 1999). This advert features the famous comedian Paul Whitehouse as the Dad and shows that his family has the adequate financial protection due to his life insurance.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science18, 333-351.

Kaufman, G. (1999). The Portrayal of Men's Family Roles in Television Commercials. Sex Roles, 41, 439-458.


  1. Nice work...and good spot on time leap dimensionality alteration.

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