The print adverts above depict the ‘extreme situation
template’, which characterize situations or properties that are unnatural, in
order to highlight the main attributes of the product or service advertised
(Goldenberg, Mazursky & Solomon, 1999).
The category version ‘extreme attribute’ is displayed in
both the ads above. This is because, in the first ad, the prominent feature
that the ad wants to convey is the property of Coca-Cola being light. To get
this message across, they show the drink to be going against gravity, because
it is so light. This is unrealistic, but emphasizes the property of the
product.
In the second ad, the message about the ‘extra sharp’ WMF knife
is conveyed by depicting a half chopped carrot along with a chopped board. This
puts across the extreme situation message about the knife being so sharp that
it chops not only the vegetable but also the board – which obviously is unreal,
but highlights the quality of the product.
Goldenberg,
J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads.
Marketing Science, 18, 333-351.
Nice.
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