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

multiple uses of kittens??

This ad for 3M lint rollers is a pretty cute example of Goldenberg, Mazouski and Solomon (1999) absurd alternative version of the extreme situation template. It illustrates a kitten used as a lint roller ( as you do) to demonstrate the quality of their product. Kittens are known for cleaning their fur by licking themselves and as such the message is essentially saying " the only other thing that cleans your clothes as well as 3M lint rollers is a kitten".
The ad shows the typical features of the absurd alternative version template : an unexpected shift in the consumer's mind frame towards an imaginary or different product category ( products to clean clothes) and absurdity and extreme unrealism of the alternative option ( using a kitten as a lint roller) ( Goldenberg et al., 1999).


Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science18, 333-351.

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