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.

Tuesday, December 6, 2016

Aldi Know How To Make An Advert.

This Aldi christmas advert from 2015 demonstrates brilliantly the use of the competition template as described by Goldenberg, Mazursky and Solomon (1999). Not only are two products put together, but the advert itself is a comical parody of the John Lewis advert 'man on the moon'.


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

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