When I first saw this advert, I thought it was brilliant. I thought it was incredibly powerful and thought-provoking, yet it was so simple.
This led me to think, why is this advert so good?
This advert cleverly uses two altercasts: the ‘High-Status-Admirer Altercast’ and the ‘Just Plain Folks’- Similarity Altercast. The ‘High-Status-Admirer Altercast’ is a technique where individuals are persuaded to exhibit certain behaviours to be like or to win the approval of high status individuals, such as celebrities (Pratkanis, 2007). Conversely, the ‘Just Plain Folks-Similarity Altercast’ is a persuasive technique which encourages individuals to exhibit behaviour, or to buy something, because the person advertising is just like them (Pratkanis, 2007). For example, “If the plain jane in the advert can buy ‘X’ then so can I!”. Incorporating these two techniques makes this advert particularly powerful. The Similarity Altercast encourages people to see firstly, how anyone can be affected by mental health problems. The people in the advert are completely ordinary. Secondly, by having these individuals in the adverts, it encourages viewers to get on board with the #GetTheInsideOut campaign – again because of this “if they can do it, then so can I” attitude. The Admirer Altercast, also sways people to believe in this campaign. The celebrities seen are inspirational, leading to viewers to watch and want to be like them (by also supporting this campaign). Additionally, this also drums into viewers heads that mental illness does not discriminate… it can affect anyone regardless, of wealth, job or status.
These two techniques clearly make this advert memorable and effective - good job Lloyds!
Pratkanis, A. R. (2007). Social influence analysis: An index of tactics. The science of social influence: Advances and future progress, 17-82.