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.

Friday, February 22, 2013

Guinness: "Rhythm of Life - Evolution"

This ad for Guinness uses the dimensionality alteration template (Goldman, Mazursky & Solomon, 1999), transporting viewers from the present day surrounding of a pub, to the dinosaurs, through to the beginnings of life on Earth; all in under sixty seconds.
This template helps Guinness to demonstrate the history of the brand, the changes the brand has gone through and the fact that it is constantly evolving with humanity. Specifically, it uses the time leap version of dimensionality alteration to get its message across. The slogan at the end: “good things come to those who wait” explains the time leap efficiently, suggesting to viewers that, after all these years of evolution, it is this product which is the most important of all, amongst all other changes that have occurred.

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

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.