Interactive Viagra

This is an interactive print advertisement for Viagra. It shows an older man and an overweight man, two groups of men that have an increased susceptibility to erectile dysfunction, (Moreira, Lobo, Diament, Nicolosi & Glasser, 2003) and depicts them looking happy and invincible. The cardboard advert has a hole in it, which encourages readers to put their thumb through the hole, in order to show that Viagra alleviates erectile dysfunction.

It uses the activation version of the interactive experiment template (Goldenberg, Mazurksy & Solomon, 1999), which requires the viewer to directly engage with the advert. By doing so, the effects of Viagra become clear, in a very humorous manner. Humour has been found to increase liking and memorability for a product (Strick, van Baaren, Holland, & van Knippenberg, 2009).

References:

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

Moreira, E. D., Lobo, C. F. L., Diament, A., Nicolosi, A., & Glasser, D. B. (2003). Incidence of erectile dysfunction in men 40 to 69 years old: results from a population-based cohort study in Brazil. Adult Urology, 61, 431-436.

Strick, M., van Baaren, R. B., Holland, R. W., & van Knippenberg, A. (2009). Humor in advertisements enhances product liking by mere association. Journal of Experimental Psychology: Applied, 15, 35.