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.

Thursday, February 21, 2013



This image is a campaign against using animals in laboratory testing. It shows a dead puppy in a pool of 'blood' that has been represented by red make-up products. Goldernberg et al's (1999) pictorial analogy template and consequences template are used here. The pictorial analogy is used, specifically the replacement version, by exchanging the blood of the puppy with the products that have been tested on him. The consequences template has been used to show that by not supporting the campaign against animal testing innocent puppies (along with other animals) will die. The use of these templates has created a strong memorable image.

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

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