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.

Wednesday, February 25, 2015

Heaven-like hell

This is a print advert for Aulin 100, a nonsteroidal anti-inflammatory drug (NSAID) with pain-relieving properties, created by the Leo Burnett Bucharest advertising agency (brand: Csc Pharmaceuticals). This advert certainly illustrates 'hell' as its title says, with people looking surprisingly happy, peaceful and relaxed in the extreme situation. Some people in the fire stream are swimming and laughing as if they are in a pool. And those in a hot and boiling tub look like they are having a good hot bath. One woman is even getting a manicure by a devil. What the advert is trying to say may be 'You can enjoy the time even in hell if you take our Aulin!'

It is clear that this advert uses one version of the extreme situation template: the extreme attribute version (Goldenberg, Mazursky, & Solomon, 1999). This template uses unrealistic situations to boost the benefits of a product or service in advertisements. In the case of the extreme attribute version of the template, the attribute of a product is exaggerated to unrealistic proportions. In this example the unrealistic situation is people having such a good time in hell, the place where people are supposed to suffer. The key attributes of the product Aulin 100 are anti-inflammatory and pain-killing effects which are so strong that the product gives the drug consumers the opportunity to enjoy their time even in hell. Although this situation is extreme, as this advert clearly utilised the template it would capture people's attention.

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

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