McCallClark
Cognitive Dissonance
This ad uses cognitive dissonance to persuade the average human to change their habits. Typically, the average human loves convenience, such as not having to turn off a light when they leave a room, or turn it on again when they return. Mostly this behavior is due to absent-mindedness, but this ad puts this behavior at odds with the guilt of the negative impact on nature. No one wants to be responsible for the suffering of any animal, which is exactly what this ad conveys by showing a penguin struggling to turn off a lamp whose light shines on it and its chick. It shows only the viewer can turn off their lights, and to alleviate the guilt caused by the cognitive dissonance, the hope is that the viewer will change their habits.
Cognitive Dissonance
This ad uses cognitive dissonance to persuade the average human to change their habits. Typically, the average human loves convenience, such as not having to turn off a light when they leave a room, or turn it on again when they return. Mostly this behavior is due to absent-mindedness, but this ad puts this behavior at odds with the guilt of the negative impact on nature. No one wants to be responsible for the suffering of any animal, which is exactly what this ad conveys by showing a penguin struggling to turn off a lamp whose light shines on it and its chick. It shows only the viewer can turn off their lights, and to alleviate the guilt caused by the cognitive dissonance, the hope is that the viewer will change their habits.