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.

Thursday, February 19, 2015

Extreme Wonderbra!

The extreme situation template portrays situations that are unrealistic in the hope to enhance the key feature of the product on offer. This template has three versions, which are: the absurd alternative version, the extreme worth version and the extreme attribute version. In the extreme attribution version, the main use of the product is hugely exaggerated to an unrealistic level.  A similar effect is used in the extreme worth version, as the worth of the product is greatly exaggerated. For the final level the absurd alternative, it shows the intended product for sale being used easily, and also an alternative way to get the same outcome you'd achieve from using the product. This alternative way is so crazy; it becomes obvious to the consumer that the product is the obvious choice (Goldenberg, Mazursky & Solomon, 1999).

In the three adverts above for Wonderbra, the version of the extreme situation template used is the extreme attribution version. The attribute exaggerated in the adverts is the bras supportiveness. The adverts suggest that Wonderbra's bras are so supportive they will create a great big bust, so big that your breasts will protect the majority of your feet from sun exposure, support an umbrella so you don't have to hold it with your hands and cause a gap in the queue because the woman wearing this bra can't get close to the person in front. These situations of course are extreme but succeed in getting across what the product does. 

Goldrenberg, J., Mazursky, D., & Solomon, S. (1999) The fundamental templates of quality ads. Marketing Science, 3, 333-351.

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