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.
Wednesday, February 27, 2013
Just liquid hand wash
By using a baby, associations such as vulnerability and purity are induced. This image is disturbed by the impending threat the baby will face. This plays on guilt as it depicts that not only are you being ‘filthy’ but are infecting someone else under your care. This advert uses two techniques to evoke this reaction: ‘consequence template’ and the ‘extreme situation template’ (Goldenberg, Mazurksy and Solomon, 1999). In particular the ‘inverted consequence template’ has been used that warns the viewer of the implications of not executing the recommendation of the product (i.e by not using the soap, one is as good as being contaminated). Further to this the ‘Extreme attribute’ template (where the situation in which either the attribute of a product is exaggerated to unrealistic proportions) emphasises bacteria using representations of insects and locusts both of which are affiliated with diseases and plagues. This unrealistic alternative brings about a shock response but does not detract from the overall intending meaning conveyed in the image.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing science, 18, 333-351.