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, March 1, 2016

Grow it, Pick it, Kill it, Eat it!


The above poster is designed to persuade readers to change their dietary habits to a more wholesome and natural selection, that which the human body is evolved to process.

Firstly, the advert persuades through the use of a slogan or tag line; in this instance, "Grow it, Pick it, Kill it, Eat it!". Research has shown that slogans rely on saliency and as a consequence of remaining prominent in the readers memory, they can be an incredibly effective method of persuasion (Mulken et al., 2005). Moreover, as identified by Petty and Cachiappo (1986), the moderate repetition both within the slogan and throughout the advertisement helps increase the salience of the message and subsequently increases the influence of such a message. 

The central portion of the advertisement offers various health benefits to each of the three aspects of the "Grow it, Pick it, Kill it" diet. By displaying one side of the argument, the reader will be influenced via the peripheral route of persuasion (Petty & Cachiappo, 1986). In such, they will be influenced more so by the quantity of supporting arguments and for many, they will neglect to centrally process the information and move beyond the surface value. The peripheral route is again targeted via the use of a celebrity endorsement; Arnold Schwarzenegger, in this instance. Due to familiarity with the audience (Buhr & Simpson, 1987) and attractiveness of the celebrity, the endorsement is hypothesised to be significantly more effective in persuading the reader (Erdogan, 1999). 


References:

Buhr, T. A., & Simpson, T. L. (1987). Celebrity endorsers' expertise and perceptions of attractiveness, likeability and familiarity. Psychology Reports, 60, 1307-1309.

Erdogran, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15, 291-314.

Mulken, M. V., Dijk, R. E., & Hoeken, H. (2005). Puns, relevance and appreciation in advertisements. Journal of Pragmatics, 37, 707-721.

Petty, R. E., & Caccioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205.

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