Uploaded October 2015 | Updated September 2026, 2 weeks ago
Another amazing Case Study illustrating the powerful role of emotion in getting people to change attitudes. Notice how cleverly the advertisers initially evoke anger by appearing to be making fun of people’s national identity. When they change tack, the product rides the surge in people’s patriotic emotions as a result of its long association with Romania. Notice also the role of incongruity in getting people to pay attention in the first place (‘What? ROM with an American flag on the wrapper?!?’) To get people to wake up, all you need to do is violate their expectations – and of course advertisers are past masters at it….
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes].
Another amazing Case Study illustrating the powerful role of emotion in getting people to change attitudes. Notice how cleverly the advertisers initially evoke anger by appearing to be making fun of people’s national identity. When they change tack, the product rides the surge in people’s patriotic emotions as a result of its long association with Romania. Notice also the role of incongruity in getting people to pay attention in the first place (‘What? ROM with an American flag on the wrapper?!?’) To get people to wake up, all you need to do is violate their expectations – and of course advertisers are past masters at it….
[NB: I do not own the copyright to this video clip. I have uploaded it here for educational purposes].
