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.

Saturday, February 23, 2013

Funny advert by Tipp-Ex

This is an advert by Tipp-Ex promoting its correction pen in 2012.  In the advert, there was a meteorite coming during a birthday party of Mr Bear. Then the man used the correction pen to erase the year and we can type in any year we want and there will be different consequences depending on which year we put in. (eg. World war in 1940, alien in 2013, Egypt in -1000, etc.)

Obviously it uses the activation version of ‘Interactive Experiment Template’ in the fundamental templates of quality ads (Goldberg, Mazusky, & Solomon, 1999). In this template, consumers are required to engage in an interactive experience with the medium the advert provided in order to receive the message. In this case, Tipp-Ex wants us to type in any year to see what will happen next. Out of curiosity, most of us would keep trying different years and they are very successful to catch our attention.

Through our engagement, the message comes out that we can use their products to change the whole situation and the consequences can be very different, even time travel. To some extent, it uses extreme consequences version in 'Consequences Template' as well (Goldberg, Mazusky, & Solomon, 1999).

This is a very creative and funny advert.

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


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