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.

Thursday, January 24, 2013

Wear a sear belt

Where is your seat belt?

This is an advertisement to remind people they must wear seat belts to protect their own life while they are inside a car.
The technique they use in here is the fear-arousing persuasion.
In this advertisement, it is demonstrating how this guy, Richard, get killed in a car accident without wearing a seat belt.
In order to create the fear-arousal sense to audiences, the advert opens with a distinct sentence "Richard didn't want to die". When it comes to the colliding scene, it shows how it damages Richard's internal organ with real human model,
creating this " yes they are real and if you don't wear a seat belt  you might be the next Richard" thought to audiences.

Insko and colleagues (1965) carried out a scientific research on fear-arousing communications. By presenting high fear-arousing communications and low fear-arousing communications about "smoking causes cancer" towards 7th grade students, among nonsmoking adolescents, high fear-arousing communications from authoritative sources are initially more effective than low fear-arousing communications in producing opinion change about future smoking behavior.

Arkoff, A., Insko, C.A., Insko, V.M. (1965), Effects of high and low fear-arousing communications upon opinions toward smoking. Journal of Experimental Social Psychology, 1, 256-266

Godfrey Leung

1 comment:

  1. This one is short and sweet and virtually perfect. One question: How did Insko induce or not induce fear? Was it with a few words, pictures, or what?


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