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 21, 2018

No Frills In Your Prices

Link to Advertisement: 

This commercial for a Canadian grocery store called No Frills, is a short but effective advertisement that
catches the viewers’ attention.  It does so by knowing its audience, and appealing to it. For one, it uses
humour by playfully mocking other grocery stores, and how they often use excessive or fancy words to
describe simple things.  While there is nothing wrong with higher end grocery stores, No Frills knows its
target customers, and it is not those whom grocery shop at luxurious places. The advertisement is also
very relatable; essentially, it is telling people that they are not paying for fancy wallpaper or a special
shopping experience, but instead they are paying for the food, which is the purpose of the grocery store.
The Canadian supermarket chain also uses honesty, a trait which people respect, in the ad. This can be
seen towards the end of the commercial, when the pristine, white backdrop is removed and the realistic
looking walls of the grocery store are revealed. This relates to Cialdini’s principles of persuasion.
One of the principles is liking, meaning people are persuaded by likable people who are cooperative
towards mutual goals (2018).  In this case, the advertisement gives the appearance that the grocery
store has the same goal as its target audience, being to allow for reasonable, discounted prices and
that people are paying for what they get and nothing more.


Cialdini, Robert B. (2018) Principles of Persuasion. Influence at Work.

No Frills (2017). No Frills Aisles Commercial. Loblaw Companies.  

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.