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.

Tuesday, February 24, 2015

Wear a seat belt

New Mexico Road Safety – 2011  “Wear a seatbelt”  Source : P8perplane  Agency : Esparza Advertising (USA)

A billboard advertisement in America has attempted to influence those in a car to wear a seat belt. The effective advertisement stresses the potential danger of not wearing a seat belt, by explicitly showing the possible consequence - being thrown from your seat and perhaps going through the windscreen.

This advert follows the consequences template outlined by Goldenberg, Mazurksy, and Solomon (1999). In particular, it has used the sub-category of inverted consequences, in which it warns against the implications of not executing the recommendation of the advert. In other words, the ad shows the extreme consequence of having a car crash and not having a seat belt on. Ultimately, this extreme consequence should influence  them to wear their seat belt whilst in a car.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental template of quality ads. Marketing Science, 18(3), 333-351.


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