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.

Sunday, November 27, 2016

A Citroen Can Save the World

The pictorial analogy template in advertising is rather a creative one. With a pictorial analogy the advertiser is able to make an allusion to the effectiveness of the product by making a substitution between the product and another item that has a symbolic significance. This creates a dramatic situation where an unexpected explanation of the product is given through a visual metaphor.

This extends beyond pictures as seen in the ad for Citroen. In this ad the advertiser alludes to the effectiveness of the car by comparing it to a robot – incidentally, this ad came out around the time when the movie ‘Transformers’ was popular. The substitution is made between the Transformer car and the advertised product, implying that a Citroen is worthy of being inhabited by space robots, and is capable of saving the human species, other than being a good dancer and an innovative car ‘alive with new technology’.


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