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.

Monday, February 23, 2015

Should have gone to Specsavers

The consequences template described by Goldenburg, Mazursky and Solomon (1999) implies the positive outcomes of using a product or in the inverted consequences version the negative outcomes of not using a product. In the extreme consequences version of the template the consequence of buying or not buying the product is absurdly extreme. The idea is that the consequence is presented in a serious manner to the viewer but that at the same time it is clearly ridiculous.

The advert in question is a Specsavers advert. It advert depicts an elderly couple sitting down for a break in an outdoor area. As they begin eating their sandwiches it suddenly becomes apparent that they are on a rollercoaster and the advert follows them around the rollercoaster until they get off. The end message is ‘Should have gone to Specsavers’.

This is an example of a consequences template. It combines both the extreme consequences scheme and the inverted consequences scheme, so that we see the extreme consequences of not buying glasses. The message is if you do not buy glasses you will not be able to see anything at all and you won’t even realise that you have sat on a rollercoaster and not a park bench. Of course the consequence is deliberately extreme, and the viewer realises this. The specific scheme of the advert is demonstrated below.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.


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