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.

Monday, February 18, 2013

  This advert for a current account (allowing the withdrawal of money without a card) clearly underlines how people could easily be left with a completely unusable card and no way to access their money. Cleverly, the method by which the card has been destroyed (in the advert) is one that would be out of the audience’s control i.e. a puppy chewing it. Therefore, the advert can advocate the product's necessity without directly criticising the audience / accusing them of being accident prone, for example, allowing it to successfully use an inverted consequences template (Goldberg, Mazursky and Solomon, 1999).

  Expert advert judges compared template usage in award winning and non-award winning adverts (Goldberg et al., 1999). Apart from using more templates generally, award winning adverts seemed to rely heavily on consequence templates (Goldberg et al., 1999). Moreover, with other participants, likelihood of advert recall was higher when a template was used (Goldberg et al., 1999). 

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

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