Psychology students awarded for their power of persuasion

Wed, May 20, 2015

Metro Vancouver, B.C. – Advertising executives won’t be pulling any fast ones on Kwantlen Polytechnic University (KPU) psychology students Chris Cameron, Edward Puckering and Kevin Smith.

The trio – students in instructor Arleigh Reichl’s Attitudes & Persuasion class – won third place and a cool $1,000 in the 2015 Noba Student Video Award contest. Noba is a U.S. organization that produces open education resources for introductory psychology.

Noba holds an annual worldwide competition in which students are invited to create compelling videos that if successful will later become a part of the learning process. The winning videos are released under a creative commons licence and used by instructors around the world to help teach those concepts.

The KPU students’ video, titled Persuasion in Advertising, used humour and logic to analyze the various techniques used in advertising to convince customers to purchase a product or service. Reichl helped facilitate the win by making the video a course assignment.

In announcing the award, Noba co-ounder Ed Diener said of the Kwantlen team’s entry. “The guys are really charismatic and hold the viewers’ attention very well. They were also quite creative in using a fictional product to be the centrepiece for exposing the techniques advertisers use to influence our buying decisions. Other students will learn a lot from watching.”

The students wrote of their winning video: “We started our planning for this project in January, having brainstormed over various ideas and methods of presentation, as well as how we could convey the information in a humorous, yet still educational way, so that anyone watching would easily understand the concepts. We took some inspiration from memorable advertisements on TV and decided to apply these concepts to a fun and engaging parody of these ads that fool so many of us. Wouldn't you want to buy a shoe courtesy of quantum physics?

Check out the students’ third-place video here.

Photo available on Flickr. Caption: (From left) Chris Cameron, Edward Puckering and Kevin Smith won third place in a worldwide student video contest. Their film will be used under a creative commons licence to help teach other students.

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