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.

Tuesday, March 5, 2013

The dire consequences of not eating Snickers.



This advert for Snickers bars uses Goldenberg, Mazursky, and Solomon’s (1999) “Consequences” creative template.  The advert portrays the consequence of not eating a snickers (being an irrational “diva”) and then counteracts this with the result of eating a snickers (returning to normal).  This relates specifically to Goldenberg et al.’s “inverted consequences template,” as it focuses on the implications of not buying/consuming the advertised product.  It also incorporates the “extreme consequences” version of the template, as depicting the consumer as a completely different person is highly unrealistic. 
The advert also fits in to the two requirements of this template: 1) Consequences based on a true fact (i.e. often hunger can cause stress and irritation); 2) The absurdity and extreme unrealism of the consequences are obvious (i.e. transforming into a different person).

References:
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18, 333-351.

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