Psychology of Advertising: Clucking Bunny

Friday, March 6, 2015

Clucking Bunny

The days are getting longer. Indeed, in the United States, this coming Saturday night we "spring" our clocks ahead for daylight savings time.

Of course, springtime is a traditional time of renewal. And, eggs and rabbits are the twin folkloristic symbols of the season.

Legend has it, for those who have been on their best behavior during this season, an "Osterhase" will bring them brightly colored eggs as gifts.

This commercial, titled "Clucking Bunny" was created in the early 1980s by the wonderful creative department at Young & Rubicam in New York.

Copyright © 2015 by John Eighmey. All Rights Reserved.

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Important Readings For You

Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in more than 783 scholarly articles and books.

For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006).

Read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective.

For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A book co-authored with Osei Appiah and published by Cognella, 2011.

For 450 print ads that bring to life Advertising and American History, scroll down to the link featuring the original ad for Oreo cookies. Why not check out all the other links, too.