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.

Sunday, February 24, 2013

BIRM Medicine

This advert is promoting a medicine, BIRM, which prevent diseases by balancing your immunological system. The three posters above depict the replacement version of pictorial analogy template described by Goldenberg, Mazursky, & Solomon (1999). Your vulnerable body is replaced by fragile wine glass, light bulb, and vase while diseases are replaced by tough hammer, brick and baseball racquet. The message that this advert is trying to convey is that no disease can get you after you take BIRM.

Another template that is obvious in this advert is the extreme attribute version of extreme situation. The most important message that this advert tries to convey is ‘BIRM can enhance your immunological system so that you will never get sick after taking it’. Even those disease as ‘strong’ as hammer, brick, or racquet will destroy themselves when they try to attack your ‘strengthened glass wine, light bulb, and vase’. 

We all know BIRM cannot protect us from all diseases and the posters are obviously unrealistic, but the posters successfully emphasize the quality of BIRM and show this quality in a totally refreshing manner.


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

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