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.

Friday, February 22, 2013

Don't cut the rain forest WWF


  This advert by WWF is an example of the use of the Consequences Template (Goldenberg, Mazursky, & Soloman, 1999).

  The tagline of the advert "Don't cut the rain forest" implores message recipients to consider, by the use of a metaphor, that deforestation to wildlife is akin to cutting veins which support human life. This metaphor is created by making veins resemble the branches in which a parrot sits. Thus, by making salient the consequences of human activity (deforestation), and comparing such activity to cutting a mechanism by which our own life is supported, message recipients are more likely to process the message content. Indeed, McQuarrie & Phillips (2005) found participants were most persuaded when a visual metaphor was used, as opposed to a straight forward message or a verbal metaphor.

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

McQuarrie, E. F., & Phillips, B. J. (2005). Indirect persuasion in advertising: How consumers process metaphors presented in pictures and words. Journal of Advertising, 34, 7-20.

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