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, February 25, 2015

Hello Boys.



I am sure that the majority of the population knows, or has at least heard of, the brand ‘Wonderbra’ and knows which product they are best known for; the push-up bra. The image above is an example of one of their advertising campaigns, for the push-up bra, which can be found in a number of magazines. This advert is particularly clever as you are encouraged to interact with it by pulling a piece of string. When you pull the string the two pages of the magazine are pulled closer together and, as a result, you are shown the effect that a wonderbra can have and show you the difference it can make to your chest when you wear it. 

Goldenberg, Mazursky and Solomon (1999) put forward six fundamental templates for a ‘quality advertisement’ and this specific advert by Wonderbra is an example of the ‘interactive experiment template’. The main idea of this template is to create an ‘interaction experience’ in which the consumers are able to interact with the product on the spot and, as a result, are able to see the need and/or benefits of using it. This effect can be achieved in two different ways; by physically interacting with the product through a task or experiment (the activation version) or by simply imagining the beneficial effects of the product (imaginary experiment version). 

This specific advert by Wonderbra is an example of the activation version of the interactive experiment template. This is because the consumers are physically interacting with the product (by completing the task of pulling a piece of string) which, in turn, shows them the benefits of wearing their famous push-up bra. You could argue that this advert is also using the imagination experiment version of the interactive experiment template. Through the physical interaction with the advert, the consumers have been able to see the beneficial effects of wearing a Wonderbra and will now imagine the effects of wearing a Wonderbra themselves. Consequently, this will encourage or persuade the consumer to go out and purchase a Wonderbra. A desired result! 

In conclusion, by physically interacting with the product or simply imagining the outcome of using it, consumers are able to see the benefits of using a specific product or are convinced that they need to use it. This in turn will persuade the consumer to buy the product as they are motivated to achieve the desirable effect come from using the product.





Reference: 

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


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