University of Essex

Department of Psychology

SOCIAL PSYCHOLOGY (PS407-5-AU)

Thought Piece 1

“Theories of Attitude and their relation to the effectiveness of a “Go Compare” advertisement”

Registration Number: 1104558

Date: 08/11/12Word Count: 886

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In August 2012, a television advertisement was released in the United Kingdom for the brand

“Go Compare”; a British website offering comparison of financial services such as car and home

insurance. This thought piece has been composed with the purpose of explaining why this advert

promotes Go Compare to the public effectively, using a selection of attitude theories in social

psychology. The report will briefly explain the advert itself and then proceed to detail the ways in

which certain theories can explain the effectiveness of the advertisement in terms of how the attitudes

of viewers shape how it is perceived. It will also analyse how the advertisement could potentially

change the attitude of viewers.

The advertisement features a well known dominant character. “Gio Compario”, an opera

singer who has featured in “Go Compare” marketing since 2009, sings the memorable company

theme song. However, due to the eccentric nature of his character, Wynne Evans (Gio Compario) has

previously been voted Britain’s second most annoying man (The Mirror). In the advertisement

concerned, a couple are seen looking at a car outside a showroom. Suddenly, Gio Compario appears

behind the woman and shocks her as he begins to sing the theme song loudly. As the couple back

away, he closes in, still singing. As this is occurring, Stuart Pearce, a famous ex-footballer spies Gio

and the couple from a park where some boys are engaged in a football game. He is seen to clench his

fist in anger around his shopping bag and whistles to the boys for their football. He then exclaims “try

saving this”, as he kicks the ball into Gio Compario’s stomach from a distance. This action winds him

mid-song and Stuart Pearce utters a “yes” of celebration as Gio sinks to the floor against a car. The

couple look around nervously and the “Go Compare: Saving The Nation” slogan comes into view.

Firstly, this advert is effective from the perspective of Bem (1972) and the Self-Perception

theory. This states that individuals may have weak, ambiguous opinions towards certain attitude

objects and that when reminded of positive behaviours they have enacted, positive attitudes will result

and vice versa. Since negative attitudes are evoked from the fact that Gio Compario is eliciting

irritating and unacceptable behaviour, negative attitudes towards the character are evoked.

Paradoxically, this is effective in promoting the Go Compare brand, as these negative attitudes are

easily accessible and therefore memorable. The aversive behaviour of the featured couple towards Gio

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also reinforces the negative stereotype associated with salespeople, as the couple’s behaviour is

consistent (or salient) with that of Stuart Pearce.

Assuming that attitude is based on the cognition of the individual recognising the helpful

message behind the advert, the feelings (or affective) of annoyance towards the character and the

actual behaviour of possibly using the Go Compare website or talking about the advert that viewers

may enact - this still supports the concept that the advert is begrudgingly memorable, whilst also

encouraging viewers to consider the practical elements of the brand.

In 1954, Festinger suggested that individuals may experience aversive arousal if their

attitudes contradict their previous behaviour. Due to the fact that Gio is winded and hurt, viewers may

experience attitude change and excuse the actions of Stuart Pearce on the grounds that Gio

Compario’s behaviour was irritating, instead of showing usual sympathy. This reduces the state of

arousal by justifying this behaviour, which would otherwise be threatening to the self-concept and

therefore distressing to the individual.

Smith et al (1956) proclaimed that attitudes serve three functions or needs. Object appraisal

summarises the positive and negative qualities of an attitude object, whereas social adjustment aids us

in identifying with people we like. Externalisation defends individuals against internal conflict. By

justifying Stuart Pearce’s behaviour, internal conflict is resolved and this also aids in making the

viewer feel as though they relate to others in the same position from a well-informed perspective and

therefore, responding to the advert in a positive manner does not conflict with the newly-formed

attitude that Gio Compario has received just “karma”.

Lastly, although Stuart Pearce would not have been able to enact this behaviour in reality

without consequences, viewers are not shown the consequences in this advert and therefore his

behaviour may be easier to justify. Azjen’s Theory of Planned Behaviour combines the individual’s

own attitudes towards a potential behaviour with subjective norms that they are aware of in others

around them. Perceived control is the belief the individual holds that they can realistically carry out a

behaviour and have the resources to enact it. As Stuart Pearce recognised in the advertisement that

Gio Compario was an unpopular figure, viewers could justify his behaviour on the basis that the

attitudes of those around him were similar, as were the subjective norms. This renders the behaviour

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of winding Gio Compario more realistic from a control perspective and unites viewers of the

advertisement to feel as though they can relate to one-another.

Advertisements often aim to appeal to the self-concept of viewers in order to encourage them

to relate to and try the specified product. However, the unpopularity of Wynne Evans’s character

creates an easily accessible negative attitude and therefore renders the advert memorable and

effective, as viewers find justifying the actor’s pain eliminates any discomfort they may feel

concerning the advertisement.

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References:

Go Compare. (2012). Our latest TV advert. http://www.gocompare.com/tv-advert/.

Go Compare. (2012). Stuart Pearce Kicks Ball At Gio Compario. http://www.youtube.com/watch?v=caOAk-V6P94.

Hewstone, M., Stroebe, W., & Jonas, K. (2012). An Introduction to Social Psychology (5th Edition). Oxford: Blackwell Publishers

The Mirror. (2011). Opera star Wynne Evans just can't escape the Go Compare ads. http://www.mirror.co.uk/news/uk-news/opera-star-wynne-evans-just-120548.

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