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.

Thursday, February 21, 2013

London For Lovers - Eurostar

This campaign was made for Eurostar (a high speed train service connecting London to Paris and Brussels). The Replacement version of the Pictorial Analogy template (Goldenberg et al., 1999) is used successfully to exaggerate the adverts message. This occurs when a product replaces a symbol consistent with the meaning of the conveyed message, through visual metaphor, in order to illustrate the value of the product. A typical english breakfast scene is cleverly used to represent what individuals probably want to get up to on a romantic get-away. This pictorial analogy creatively illustrates what a Eurostar ticket can get you and is successful as although it is effectively selling sex, it isn't explicit about it.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18, 333-351.

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