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

Fast Drying Concrete

In this advertisement by the company Cemex, Goldenberg, Mazursky, & Salomon’s (1999) extreme situation template is utilised with a focus on the extreme attribute version. This advert aims to illustrate how effective their product is, by suggesting that their concrete dries so fast that roads and bridges can be built instantly as soon as the concrete is applied. Furthermore, with the cement truck immediately using the newly created bridge as soon as it’s applied, suggests trust in the product and its capabilities. Concrete that sets so quickly is unrealistic and absurd, yet this company suggests in their advert that this is possible with their particular brand.



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


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