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.

Saturday, February 21, 2015

Take a trip through time with Ben and Jerry

This video is an advert for the very tasty Ben and Jerry’s Strawberry Shortcake Greek Frozen Yoghurt and works for one particular reason. Its entertaining sequence merging the reign of Greek God Zeus with a ‘Mount Olympia’ ski resort made from ice cream is an example of Goldenberg, Maursky and Solomon’s Fundamental Templates of a quality ad.

The Dimension Alteration changes restraints on real world time and space creating an alternate, entertaining world. By manipulating reality in ways including skipping through time or changing the speed of time, the aim is to create something intriguing and fun for the audience. The particular Dimension Alteration used in this ad is a Time Leap. This means jumping from one period in time and history to another. 

In the case of this ad, Ben and Jerry merge together ancient Greek civilisation with a modern ski resort, combining past and present together, as well as representing elements and flavours of the yoghurt. This change in reality is amusing and attention catching and therefore works well in attracting audience attention towards the product. 

Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351

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