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.
Tuesday, February 26, 2013
This is an advert created by Anando Milk promoting their product. This advertisement is based on the mind of children where the world of fantasy is plausible, and by drinking the milk would allow them to have supernatural powers (in this case its super strength).
This method of advertising uses the extreme consequences version of the consequences template. Normally, drinking milk would lead the children to have a healthier lifestyle. However, in this advertisement, it exaggerated the consequences of drinking their milk into gaining supernatural powers and allows the children to move buildings. Furthermore, this extreme and unrealistic consequence is easily recognized by all and leaves a deeper impression for their target consumers.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.