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.

Friday, March 1, 2013

Smoking Causes Premature Ageing

This advertisement uses the extreme consequences template, of smoking to promote Nicoteinell gum, a nicotine replacement aid, to help smokers to quit smoking. The advertisement depicts an older-looking woman lighting a cigarette on the candles of her 42nd birthday cake. Goldberg, Mazurksy & Solomon (1999) listed the extreme consequences template as an effective creative template for advertisements. The image below also displays the extreme consequences  template. The advertisement suggests that if you give your dog Denta Stix they're teeth will become stronger, to the point where they can bite through a plastic frisbee. 

Goldberg et al. (1999) claim the extreme consequences template indicates the implications of not carrying out the suggested action. This advertisement shows the long term use of cigarettes causes the user to age prematurely. To avoid these negative consequences users can switch to Nicoteinell gum, showing there is an alternative for the user, with no cost to their appearance. In terms of the Denta Stix advert the extreme consequence is a positive consequence of the use of the product, dogs will have stronger and healthier teeth. 

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

1 comment:

  1. Someone posted this one. Otherwise good. Can you post another similar to this one.


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