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 is an advertisement that the condom company Durex designed based on the widespread myth that the world would end on December 21 2012. This print ad is an example of the Dimensionality Alteration Template in use. There are four subcategories under the general umbrella of this template: the parameter connection version, the multiplication version, the division version, and the time leap version. The parameter connection seems to be the most relevant in terms of this advertisement since by definition, the parameter connection is creating a dependent relationship between two previously unrelated parameters. In this case, the presumed end of the world and using a condom are posed in the same scenario linking the two.
Further illustrating strong advertising techniques, by using a well-known colloquial phrase, the advertisers have used another template of advertising as well. The use of the replacement template is clear since it plays on the multiple uses of the word “bang”. The phrase “go out with a bang” usually is associated with a dramatic and usually successful termination to a situation; but placing it within the context of Durex, the advertisers shift the viewers thoughts from one use of the word “bang” to another, transforming the phrase to custom fit the message they are trying to portray.

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

 Posted by Panayiotou

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