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.

Monday, March 4, 2013

You worry about me. But why not about yourself.

This is yet another anti-smoking advertisement to persuade people quit smoking. However, the impact of this advertisement is enormous and indeed very touching.
If you haven't watch the video, I will recommend you to watch it first before continue reading. Words simply cannot describe how heart-stirring this advertisment is. 

It talks about how smokers react when suddenly a child of age 7-8 come to them and ask for a lighter to lit a cigarette in his/her hand. When the smokers refuse to borrow and tell them how bad smoking is, the child hand them over a brochure. Inside the brochure, it says "You worry about me. But why not about yourself." 

In this advertisement, it employs the extreme situation template and imaginary interactive template described in Goldenberg, Mazursky, & Salomon's paper (1999). It is highly unlikely that a child of age 7-8 will come to you and ask for a lighter with a cigarette in their hand (extreme situation template). And if you happen to be in such scenario, will you tell the child the same thing about how bad smoking is? Will you throw away your cigarette or instead throw away the brochure(imaginary interactive template)?

Quit Smoking.

Godfrey Leung

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