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.

Saturday, February 21, 2015

Jesus and His Marketing Team




This advert from a company called 1one Production shows “Never-Before-Seen Footage of Jesus and His Marketing Team”. It shows Jesus in a meeting with a marketing team attempting to come up with new ‘stunts’ to increase his popularity, such a walking across water. The advert offers an alternative viewpoint on how Jesus was able to able to conduct his miracles, and includes such humorous lines as “I happen to know personally the guy who created water. And it is liquid. And you can drown in it. And you can die in it.” 1one Production states that they can also arrange for resurrection however.

This is an example of the Dimension Alteration template, proposed by Goldenberg, Mazursky and Solomon (1999). This template changes real world time and space to create an alternate, and often amusing world to get the point across. This advert uses the dimensional alteration template of “Time Leap”, as it presents modern concepts within a past time period; namely when Jesus was around. Indeed, you can even see one man holding an iPhone while talking to Jesus, which obviously would not exist at that time.

By using this technique, 1one Productions are suggesting that they are such a good company, they were able to help Jesus become famous through their ability to create stunts and special effects. By presenting themselves in such an amusing and relatable way, they are able to attract the audience’s attention and most likely be remembered more than if they just advertised themselves as a stunt company.


REFERENCES


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

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