PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills 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 15, 2013
I am what I am
The Lambrini “I am what I am” campaign aims to target the 21-30 year female audience. It aims to relate to the personality of someone who chooses the product. This is an effective strategy, Hong and Zinkhan found brand preferences and perchance intentions are influenced by messages that are congruent with our self image (1995). Despite this, this image doesn't persuade me to buy Lambrini.
The central image in the advert is a waxing kit, with the product placed in the bottom corner. I think this is ineffective as your attention is drawn to the central image as opposed to the product. You don’t immediately notice the product when looking at the advert and it is difficult to see the relation between the waxing kit and the wine. Similarly the headline of the advert “ I am a keen gardener” doesn't relate to Lambrini as a product. The image placement makes it difficult to distinguish what it is they are selling.
The visual elements of an advertisement have been found to effect beliefs, attitudes, and intended actions towards a product. Rossiter and Percy (1983) presented participants with variations of a fictitious advert for mineral water. The image of the product was either presented in the original size or reduced by 30% or 60%. The size of the headline remained the same. The researchers found that larger pictures of a product generated significantly more favourable attitudes. Similarly it has been found that recognition of a print advert increases with the size of the image (Rossiter1982). Within the Lambrini advert, the waxing kit presented as larger than the product, potentially leading to better recall and more favourable attitudes towards this than the brand the advert aims to promote.
A more effective advert could depict a larger and more central image of the product. Combining the image of the waxing kit with an image of the wine may help visually demonstrate an association between the items.
L. Percy & J R. Rossiter (1983). Effects of Picture Size and Color on Brand Attitude Responses in Print Advertising. Advances in Consumer Research, (10) 17-20.
J. R. Rossiter (1982). Visual Imagery: Applications to Advertising. Advances in Consumer Research, Volume Association for Consumer Research, (9) Pages: 101-106.
J.W. Hong, & G.M. Zinkhan (1995). Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology and marketing (12) 1 53-77.