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.

Tuesday, March 5, 2013

Make time, make Tetley

This Tetley’s tea advert uses Absurd Alternative version of the Extreme Situation Template proposed in Goldenberg, Mazursky and Solomon (1999). The advert contains the typical elements of this template. It demonstrates an unexpected shift in the consumer’s frame of mind into an imaginary status, - typically when you post on facebook your acquaintances don’t appear in your house. It also fulfils this template as the absurdity of the alternative option is obvious and recognizable by the consumer (1999). This, however, could be seen as more subtle, that is the alternative does not restrict you from use of the product. Rather the product is framed in a more positive situation that the alternative. The advert presents a familiar situation but takes it out of context, creating an obviously absurd scene. The use of social media appeals to familiarity, and the use of satire to create humour makes the advert memorable. The article by Goldenberg, Mazursky and Solomon claims that the use of the creative templates in advertising should provide a “balance between surprise and regularity” (p.337). I think this advert does this to great effect, where the absurdity of the situation stems from real irritations about online communication. Therefore although the situation is unrealistic, the consumer can still identify with it.

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

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