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.
Tuesday, February 26, 2013
ENPA- Against Animal Testing
This ad by the ENPA – Ente Nazionale Protezione Animali challenges the issue of
cosmetics and animal testing. The advert uses the Replacement Version of the
Pictorial Analogy Template very cleverly by replacing a perfume bottle with a
Product space in this ad
is represented by the mist coming out of the dog’s mouth, meaning to be the
perfume itself. The miniature dog is the symbol used for a perfume container or
cosmetics in general and is the organization's representation of the situation. The
dog and the perfume, or the product space and the symbol are linked through the
fact that the dog is the same size as a perfume bottle would be, and the lady
in the picture is holding it exactly the way she would hold a perfume bottle. The
product, in this case the perfume bottle is replaced by the miniature dog in
order to convey the message of the cruelty of animal testing.
Another model that also loosely applies is the Extreme Situation Template, the Absurd Alternative Version. The
dog as a perfume bottle is literally impossible and the ad viewers know this,
but the extremity of the situation and how impossible it is causes the viewers
to infer how negative the conveyed message – in this case animal testing – is.
Along with the use of
these models, the ad is also effective in its use of an actual animal. A study
investigating the use of animals in advertising found that when people view an
ad with an animal present, they use more heuristic processing than systematic
and this leads to an increased positive attitude towards the ad and the message
or brand (Lancendorfer, K.M., Atkin, J.L. & Reece, B.B., 2006).
Goldenberg, J., Mazursky,
D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing
Science, 18, 333-351.
Lancendorfer, K.M., Atkin,
J.L. & Reece, B.B. (2006). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61, 384-391.