Both of the prints above are advertising “Alka-Seltzer”, a pill which in Ukraine and Russia is known as a quick cure for hangover symptoms.
When experiencing a hangover, your entire body is put under stress, and this dulls your senses and slows down your cognitive abilities. These adverts both suggests hat without a fast remedy, namely, Alka-Seltzer, you can easily confuse things and put yourself in a dangerous and foolish situations.
These adverts both use the inverted consequences and extreme version of Goldenberg’s Consequences Template which suggests that emphasizing the consequences of not using the product being advertised at all or even using a different product helps to shed light on the benefits of the product being marketed. Thus obviously in these adverts, the audience will want to avoid the embarrassing and foolish situations by using Alksa Seltzer.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.