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, March 4, 2013

#4 Go On Lad (Hovis)

This advertisement from Hovis was launched in 2008 to celebrate 122 years since Hovis was established and takes us through over one hundred years of British history in 122 seconds. From the moment the boy buys the Hovis loaf from the shop, his journey home begins a trip through time to the present day. He experiences the campaign of the suffragettes, the two World Wars, the swinging sixties and more, as his surroundings and his clothes change completely. However, the only thing that does not change over time is the loaf of Hovis bread he is carrying, signifying that Hovis is proud to have stayed the same and is ‘as good today as it’s always been’.

As well as conveying a sense of nostalgia and pride in British history which is appealing to British viewers, this advertisement uses the time leap version of the dimensionality alteration template, which was identified by Goldenberg, Mazursky & Soloman (1999) as one of six key templates used in quality advertising. This template aims to make an ordinary situation entertaining by shifting through to the past or the future.

Reference: Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.


  1. Hi. I think I used this one in class. Can you find another?

  2. Sorry I only just saw this :S I must have not been in that class. Should I change it or is it too late because of the deadline?


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