ALL YOU CAN EAT
This advertisement uses several
techniques to catch audience’s attention, but the most obvious and central is
its format.
Goldenberg et al. (1999) made a classification of types of templates by analyzing a sample of
200 adverts. They named six main groups basing on the properties of the main
object shown in each one and the relation between them and their surrounding
characteristics with the message to be transmitted.
In this advert they can be observed
two main templates. The most prominent is the Extreme Situation Template, given that it highlights the quality of
the service given by Oldtimer Restaurants by exaggerating the amount of food
(represented by the cars that go into the tunnel, making allusion of the slogan
“ALL you can eat” by using this literal interpretation). It consists
specifically on an Extreme Worth version
of this template. Its graphical specific scheme is represented in Figure 1.
Otherwise, the format could be also
seen from an Interactive Experiment Template’s
view, since a “real person” experiencing the restaurant’s great offer interacts
with the audience to be convinced that watch the poster from their cars,
concretely the Active version of it.
Summing up the humor and imagination
used and the effect that a big and easily seen poster like this makes, we have
a very creative and catching advert.
Fig. 1: Extreme Situation Template’s Specific Scheme (Goldenberg et al., 1999)
References
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates
of Quality Ads. Marketing Science.
18, 333- 351
Nice work.
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