As
mentioned in Goldenberg, Mazursky, and Soloman (1999) the dimensionality
alteration template is when the result of using or not using a product is
dramatized by a leap in time that shows long term consequences. The time leap
version of this template presents an ordinary situation but the entertaining
effect is achieved by shifting the situation to past or future.
The time leap
template used in this advert creates an emotional appeal ensuring an affective,
attention-grabbing advert. This Aviva life insurance ad evokes fear and emotion
of the harsh reality of death. Life insurance policy sellers such as Aviva
design campaigns to encourage people to invest in a policy by highlighting the
need for one. The time leap template used in this advert depicts a scenario of
the present such as the wife and children preparing to go on a holiday narrated
by the Dad who has actually died, which creates the need of financial security
for ones dependents as a consequence of death.
Insurance is one of the products
that is inexplicably aimed towards men, commercials for life insurance tend to
show men as providers for the family (Kaufman, 1999). This advert features the
famous comedian Paul Whitehouse as the Dad and shows that his family has the
adequate financial protection due to his life insurance.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The
fundamental templates of quality ads. Marketing Science, 18,
333-351.
Kaufman, G. (1999). The Portrayal of Men's
Family Roles in Television Commercials. Sex Roles, 41, 439-458.
Nice work...and good spot on time leap dimensionality alteration.
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