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.

Friday, February 1, 2013

I'm lovin' it!

McDonalds takes a creative approach to advertising with this piece. This unique advert creates a salient image which stays in your mind. I also found this advert particularly representative of the way advertisements feature in our daily lives. Research has found that familiarity increases liking. Companies can therefore increase the liking for their product through increasing exposure to the product alone. Peskin and Newell (2004) found that increasing exposure to female faces increased their attractiveness ratings. McDonalds do this to great effect, with adverts featuring in various different formats throughout the virtual and physical world. This is particularly noticeable on commutes, with adverts on bus stops, in tube stations and on billboards. So familiar to us that the catch phrase “I’m lovin’ it” is the third search option on Google after you type in “I’m lo...”.

Peskin, M. & Newell, F. N. 2004 Familiarity breeds attraction: effects of exposure on the attractiveness of typical and distinctive faces. Perception 33, 147-157.


  1. I'm loving that fries on the road :) very interesting advert!

  2. Well done...need to go get something to eat now.


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