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.

Thursday, February 21, 2013

Found content Assignment 4: SkyMovies007HD and Goldenburg et al's templates..

 

http://www.youtube.com/watch?v=m2FAWb5Lch8

This is an advert for Sky television’s new “skymovies007”channel. The channel was launched to mark the 50th anniversary of the James Bond motion picture franchise. The channel shows all the Bond movies and special Bond related programmes 24/7.
Goldernberg et al.’s (1999) pictorial analogy template is used here. To represent that all the James Bond films will be in the same place (on this one new exclusive channel), famous scenes using all 6 (Sean Connery, George Lazenby, Roger Moore, Timothy Dalton, Pierce Brosnan and Daniel Craig) Bond lead actors (and their memorable cars) are spliced together into one long scene. Thus, all the actors are in the same scene, akin (apparently) to all being on this same channel. This use of analogy can be very powerful, because it can create a memorable visual representation of the product.
A case could also be made that Goldenberg et al.’s (1999) dimensionality alteration template is used.  The dimensions of time and cinema have been altered to include all the actors in this scene.  This false reality can be powerful in marketing/advertising, because it can be memorable due to its uniqueness and absurdness. 

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

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