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.

Wednesday, February 27, 2013

Take longer to look for bikes...




The above advert makes use of the ‘Consequences Template’ described by Goldenberg, Mazursky and Solomon (1999); or more specifically the 'Inverted consequences template.' This template warns against the implications of not following the recommendations/advice featured in the advert.
Here we see a seriously dangerous looking crash between a driver and a motorcyclist which resulted from the driver not taking enough care when deciding whether to drive on or not and not seeing the cyclist at all. This is an overt message warning the viewer of the possible consequences of not properly looking for motorcyclists whilst driving i.e- you could possibly not see one and result in a crash and a possible death. This visual foreshadowing reinforces the "follow the advice of this advert or else said outcome will happen to you...." message that the Inverted consequences template represents. 

Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science18, 333-351.

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