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.

Saturday, March 2, 2013

This advert for dog food uses the extreme consequence template, as it depicts a dog digging through concrete, which is an over the top version of the positive consequence of feeding your dog Pedigree food. Doing this sends the message that Pedigree food makes your dog stronger.


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

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