Behaviour Change

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.

Wednesday, February 20, 2013

DHL interactive ad


In this advertisement, DHL uses the interactive experiment template in order to attract individuals to use their services. 
As stated by Goldenberg et al’s study (1999), interactive experiment template uses the realization of the benefits of a certain product by involving the viewer in an interactive experience.

This is what DHL portrayed in their advert. Individuals had to engage in the advert by turning the pages of the magazine in order to receive the message conveyed by it.
With the use of these advertisements, the consumer and the manufacturer enter into dialogue which makes the message more memorable (Bezjian-avery, Calder and Iacobucci, 1998).


Bezjian-Avery, A., Calder, B., & Iacobucci, D. (1998). New media interactive advertising vs. traditional advertising. Journal of advertising research, 38, 23-32.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). the fundamental templates of quality ads. Marketing Science, 18, 333-351.

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