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.

Wednesday, April 24, 2013

Estrella Damm 2012




This Spanish beer ‘’Estrella Damn’’ advertisement uses the story of a young man in an idyllic and enviable holiday to discretely introduce the product. As the man travels through amazing sites and meets beautiful friends, the act of drinking an ‘’Estrella Damn’’ beer is highlighted as the perfect connection between all events and people. The attractiveness technique can be observed not only in the main character of the storyline and the women that surround him (DeBono & Telesca, 1990); but also in the storyline itself, set in the beautiful context of Serra de Tramuntana in Mallorca (a world heritage site).
Also an unforgettable background song makes the viewers’ remember the advertisement and thus the product.  Alexomanolaki, Loveday and Kennett (2006) show in their study that music is indeed a competent method of facilitating implicit learning and recall of the advertised product. In order to test this hypothesis they carried out a series of experiments with both musicians and non-musician subjects. In the experiment an unknown advert was included along three other adverts and in the middle of a television show. The target advert was produced in four different audio versions: jingle; music and voiceover; instrumental music; and sound effects and voiceover (which functioned as the control version). Later, an overall memory test for the television show, an indirect and a direct memory test fort the product were completed. Results from the indirect memory test show that all groups selected more words that were related to the target advert; meanwhile the control group chose more amount of neutral words. The experiment concluded that both musicians and non-musicians, under non-attentive conditions, have reinforced perception of the advert because of the music.

DeBono, K.G, Telesca, C. (1990). The Influence of Source Physical Attractiveness on Advertising Effectiveness: A Functional Perspective, Journal of Applied Social Psychology, pp. 1383–1395.

Alexomanolaki, M., Loveday, C. & Kennett, C. (2006). Music and Memory in advertising; Music as a device of implicit learning and recall, ICMPC-ESCOM, pp. 1190-1198.

1 comment:

  1. This is one of my favorite ads so far. Can you say more about how the Alexomanolaki experiments manipulated music? Did some ads have music and others not, or was the music appropriate to the product, or something else?

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