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.

Monday, March 4, 2013

Crunchy Nut Dinosaur

This TV commercial was published in 2012 to advertise Kellogg’s Crunchy Nut cornflakes. This advertisement can be explained by the creative templates described by Goldenberg, Mazursky and Solomon (1999).

The advertisement can be explained by extreme worth versions of the extreme situation template. To promote the worth of the product (deliciousness) and the key attribute of the product (crunch), the advertisement used the unrealistic extreme situation (hiding from a dangerous dinosaur). By showing the guy eating the cornflakes in the extremely dangerous situation, the advertisement told audience how irresistibly delicious the cornflakes are. Also, by showing the dinosaur hearing the sound of eating cornflakes, the advertisement demonstrated the crunch of the cornflakes.

In addition, the advertisement employed the competition template. It created a competition between hiding from a dinosaur and eating the cornflakes, and by showing the guy choose to eat the cornflakes, it shows the cornflakes are ‘worth’ in the competition, thus, it tells audience that the cornflakes are irresistibly delicious, so people choose to eat it even in an extremely dangerous situation.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.

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