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.
Monday, March 4, 2013
Hawaiian Tropic-Extremely Waterproof.
This advertisement by the company Hawaiian Tropic provides an expample of the use of the extreme situation template, specifically the extreme attribute version, to promote sunscreen cream. The advertisement uses an unrealistic extreme situation to enhance the product quality. In this case, they want to promote how waterproof is the cream that even the sea waters separate because the woman has applied the cream.
They take the main property of the cream, that it is waterproof, and take it to a extreme level, therefore showing how good the product is. This radical and unrealistic consequence of using the product is portrayed to attract the consumer's attention.
It also uses a beautiful natural environment and an attractive model to make the advertisement appealing.
Goldenberg, J., Mazursky, D., & Salomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.