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

John West Salmon

This advert was produced by John West and provides an example of the extreme situation template as proposed by Goldenberg, Mazursky & Solomon (1999).
The advert is highlighting the lengths that John West go to get the best salmon by presenting it in an extreme scenario. In doing so, they are able to enhance the prominent attributes of the product i.e. that it is the tastiest and most tender salmon. Furthermore, due to the extremely unrealistic situation used in the advert, it also creates humour for the audience which has also been found to enhance product liking (Weinberger & Gulas, 1992).


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

Weinberger, M. G. & Gulas, C. S. (1992). The Impact of Humor in Advertising: A Review. Journal of Advertising, 21, 35-59.

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