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, March 4, 2015

Forever shining

This Interstate Batteries advertisement is an example of the Consequences Template from the Fundamental Templates of Quality Ads study.

In this study, Goldenberg, Mazursky and Solomon focused on finding identifiable, objectively verifiable, and generalizable creative templates one could use for advertisement creation. In the study, three Senior creative experts with extensive experience in advertising have identified six of such templates from a sample of 200 highly evaluated ads derived from the contest finalists of NY, The One Show, and USADREVIEW from 1990-1995. They were asked to individually select the highest quality ads from that set, and their criterion of quality was in accordance with that which is used by judges of The One Show contest, used to determine combined newness and significance.

Table 1 shows explanations of the six templates (there's 16 versions of them)

This specific advertisement is an example of the Extreme Consequences Template. It shows an old, possibly destroyed car dumped in a scrapyard - yet the one thing this car still has is a functioning battery. While all the other cars seem completely drained and dead, this one's lights are shockingly still on. This goes exactly along with the idea of the Extreme Consequences template to present an extreme consequence of an emphasized product attribute (Goldenberg, Mazursky & Solomon, p. 341).

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

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