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.

Monday, March 4, 2013



PCRM: Fast food consequences

This advert is an example of the ‘extreme consequences’ technique to highlight the problems associated with fast food. The advert focuses on the grieving partner of a deceased man who is seen clasping a burger – the seeming contributor to his death from heart disease. The idea of consequences of fast food is further emphasised at the end of the advert when the narrator suggests the eating unhealthily results in high blood pressure, high cholesterol and heart attacks.

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

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