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.

Sunday, March 3, 2013

Time Dimensionality Alteration Template; Time Leap Version

This advert by Fairy uses the dimensionality alteration template (Goldenberg, Mazursky and Solomon, 1999). The advert depicts a maternal figure in an ordinary situation. The emphasis is put on the fact that the washing up liquid lasts a long time, therefore it does not have to be purchased often. Time leap is achieved by manipulating the era depicted by changing the style of the fashion and the furniture and kitchen appliances in the adverts. With the woman in each era saying the same thing, it infers that Fairy liquid lasts a long time and  always has done. The situation depicted has to be relevant to the product in order for this template to be successful, therefore a kitchen scene is always chosen as that is where the product would be used. The direction of the time leap has to be relevant too, and in this case, it has been chosen to depict earlier eras first, giving the advert a chronological sense of the product. It seems sensible to do this as it has a more persuastive feel, as depicting the future would not seem as verifiable to viewers.

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

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