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.

Tuesday, February 26, 2013

Nexus Productions: Intel 'The Chase'




This advert for Intel’s Core i5 processor was designed to show off how capable it is under strain from a lot of different applications. The video shows an incredible chase scene which takes place in a variety of different formats from live action to animation, and through a bunch of pop-up windows using internet pages, video applications, html coding etc. It’s enrapturing, enthralling, and when Intel realised how popular it was becoming they made the decision to have it transformed into an interactive advertisement. What better way is there to show people who do have an Intel Core i5 processor that it’s amazing and was a great purchase, and to highlight to people with a lesser processor that they need to upgrade than to try their computers at actually recreating this advert? 

This advert nicely demonstrates Goldenberg, Mazursky and Solomon’s (1999) ‘Interactive Experiment Template’ in that the viewer becomes aware of the advantages of the product by interacting with the advertisement. For this, case, we get to play out the advert live on our computers, with our own popping up boxes, rather than just watching the whole thing recorded on someone else’s computer. I’d be tempted to argue that it even feels interactive without actually being interactive even if you simply watch the youtube advert! In a way, just from the sheer number of popups this gives your computer and how many different mediums it plays over it could potentially also be argued that this demonstrates the ‘Extreme Situation Template’. However, the whole purpose of the advertisement is to show off the power of the processor involved so I’d argue that this might not be such an extreme situation – I’ve been known to attempt having a movie playing whilst having a good number of internet tabs open and a game running at the same time on my laptop!


References:

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

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