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.

Thursday, February 21, 2013

#4 Hyundai

This advert from Hyundai demonstrates a cheetah competing against the new Hyundai model. This demonstrates the competition template (Goldenberg, Mazursky & Solomon, 1999). This template is used by advertisers to depict situations in which the product being advertised is in competition with another product or situation similar to that product. The competing products/situations are chosen because they are well-known to the consumer for a certain thing. For example, in the advert above, Hyundai chose a cheetah to be the competing thing because cheetahs are known to run incredibly fast.

Specifically, this advert uses the attribute in competition version of this template. The car's main attribute of speed is further enforced by the use of the cheetah and is the basis for the entire advert.

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

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