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.

Wednesday, February 5, 2014

Be Smart, choose the best..

The advertisement above is presenting a car which supposedly can make our air not polluted, sky cleaner and plants flourish.  As it was mentioned in the previous analysis, perceptual contrast tactic was used. Marketing team was trying to create a visibility of a big difference between the clean and polluted world which is represented by contrasting views on the picture.

I believe that few more techniques were used when creating this advertisement. For example consequence template which was described by Goldenberg, Mazursky and Solomon (1999). This template is focused on showing us negative consequences of not acquiring what ad is presenting.  In the picture above we can see a dark, polluted place which shows us an implication of failing to follow a given advice, which is in this case – buying a particular car. Advertisements with long term consequences images were proven to be effective, especially for adult audience. For example Beaudoin (2002) found that the majority of antismoking advertisements for adults were focused on long term and health related consequences, while for young people social and short term consequences were more influential.

The car in the advertising is offering us ‘bright and clean future’ and we would of course prefer this option to a dark alternative. This difference between bright and dark is another trick used by marketing team of the company. Some colours and hues are known to be more desirable than the others. Schindler (1986) summarized previous finding in one table: Green, blue and white, which are predominant in the ‘good’ picture, are associated with hopefulness, accomplishment and purity respectively; brown and black on the other hand are associated with masculinity as well as mourning and mystery. As we prefer our future to be clean, bright and healthy our choice is quite obvious- to buy a car that will provide all that!


Beaudoin, C. E. (2002). Exploring antismoking ads: Appeals, themes, and consequences. Journal of health communication, 7(2), 123-137.

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

Schindler, P. S. (1986). Color and contrast in magazine advertising. Psychology & Marketing, 3(2), 69-78.

Elizaveta Khmelnitskaya 

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