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.

Wednesday, February 20, 2013

Gold's Gym

This advert for Gold’s gym uses the ‘extreme version’ of the ‘consequences template’ (Goldenberg, Mazursky, & Solomon, 1999). This template aims to provide the viewer with the implications of executing the recommendation of the advert, which in this case is gaining strength by going to the gym.

The advert suggests that going to the gym allows you to become strong enough that you will no longer need anyone to help you move heavy furniture. While this is an extreme and probably impossible result, the consequences are based on a true fact that is familiar to the audience, which is that you will get stronger by going to the gym.  However, the unrealistic extreme of the consequences are easily identifiable by the audience. Nevertheless, the advert certainly grabs your attention by using this template and is sure to appeal to those planning on using this gym.

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

1 comment:

  1. Think long term! Most men want to invest their money on clothes that is durable and will last a long time. The majority of my male friends visit a local gym two to six times per week, depending on their needs and schedules. Many of the bodybuilders I know train daily! They have told me that the gym clothing they choose not only has to provide comfort, but it also needs to feel good and of course... make them look good.
    golds gym


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