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

This advert by 02’s Priority Campaign promotes the fact that 02 customers can purchase tickets to Beyonce’s world tour 48 hours before the general public. The ad features Beyonce dressed in lavish, ‘royal’ looking clothes, wearing a crown and carrying a diamond encrusted, gold baton. Several dancers surround her, also wearing velvet robes and regal attire. She strides gracefully into a grand, palace-like room, with her velvet robes trailing on the floor behind her. Her dancers (who appear to be suitors or royal servants) follow her, and they slowly dance to eerie music that a jester plays. The advert radiates majestic glamour, and depicts Beyonce as a queen, emphasising her nickname, ‘Queen B’ and suggesting that she is the ‘queen of pop’.

This advert uses the extreme worth version of the extreme situation template (Goldenberg, Mazursky, & Solomon, 1999) to successfully enhance the prominence of the worth of 02's service. For example, Beyonce (a pop star) is portrayed as an even higher-status and more important figure (a queen). This causes the audience to view the concert as a highly impressive event, which they could experience by using 02 Priority Moments to access tickets. The advert also employs the extreme analogy version of the pictorial analogy template (Goldenberg et al., 1999) to create an association between 02 Priority Moments and impressive opportunities; as Beyonce (a part of their product) is linked to royalty (a high-status symbol).

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

posted by Jessie Baldwin

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