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

This advertisment is used to promote Bic disposable razors, and is an example of the pictoral analogy template proposed by Goldengerg, Mazursky and Solomon (1999). What the advertisment does is compare a razor to a lawnmower. The salient feature that is common between a razor and a lawnmower is that they are both designed to cut back long substances, either hair or grass. As grass is much tougher than hair, it would be impressive that a cheap razor would be strong enough to cut it, and thus a comparison is made which promotes the feature that would encourage a consumer to purchase a razor.


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

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