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.

Tuesday, March 5, 2013

Hyundai need no words to describe the benefits of their product...

This advert for Hyundai's i30 range uses Goldenberg, Mazursky & Solomon's (1999) "Pictoral Analogy" creativity template. The advertisement can be depicted schematically; the advertisers need to illustrate a link between their product, and the message they want to convey about that product. The link in this case must connect the product (car) to the message (that the car has lots of space), by creating a symbol set and product space that are clearly linked by size. Therefore, Hyundai have linked the product space (the stretched car) with a symbol set that depicts 'having been made longer', in this case-the dog. This 'pictoral analogy' allows the consumer to create a link quickly and effectively between increased size of the dog, and therefore the increased size of the car - appealing to customers who need more space in their car.


Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science18(3), 333-351.

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