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.

Saturday, February 23, 2013

UHU Super Glue


This is an advertisement for UHU Super Glue. It uses the ‘extreme consequences version’ template which was suggested as one of the creative templates to facilitate focused creativity in the article by Goldenberg and his colleagues (Goldberg, Mazursky, & Solomon, 1999). The purpose of this version is to present an extreme consequence of an emphasized product attribute, indicating the implications of either executing or failing to execute the recommendation advocated in the advert.

In this advert, it obviously over exaggerated the power of their product here. It is telling you to demo their product by flipping the advert upside-down. The advertisers are trying to indicate that the super glue works so well that they could even hold those weights up. This is clearly an extreme consequence that will probably not work if you really decide to try and hold up weights with UHU Super Glue. However, the main purpose of this advert is to entertain and viewers and make them smile (while at the same time, emphasizing their products strength). It is funny, yet serious in its own way.

It can also be argued that the advertisers also used the ‘interactive experiment template’ – ‘imaginary experiment version’ in this advert. The interactive experiment template induces realization of the benefits of the product by requiring the viewer to engage in an interactive experience with the medium in which the advert appears. In this case, viewers are actually required to mentally rotate the advert upside-down in order to understand the message of this advert.

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

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