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.

Friday, February 22, 2013

Google Glasses



This advert by google promotes their new glasses that can record, take pictures and navigate. This advertisement provides an example of the interactive experiment template model as proposed by Goldenberg, Mazursky and Soloman (1999). This template model captivates its audience by either requiring them to engage in an experiment that promotes the product or by imagining an experiment showing the use of the product. This advertisement executes this imaginary interactive experiment template through the way it is filmed by giving the viewer the experience of wearing the glasses. Therefore, the audience can imagine wearing the glasses and the benefits they could reap though the various opportunities in which these glasses can be used.

Goldenberg, J., Mazursky, D., & Soloman, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.

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