Honda - The Cog

This advert released by Honda makes use of Goldenburg, Mazursky and Solomon’s (1999) Dimensionality Alteration Template.  Specifically, it exploits the division version by breaking a product down into its counterparts and creating a relationship between them. 

Each mechanical part (starting with the cogs) has a relationship with the next.  Honda demonstrates how each ‘reaction’ (e.g. spraying windscreen cleaner) is able to have an effect on the next mechanical part (e.g. moving the windscreen wipers to start turning the glass windows).  Subtly this is making reference to how a car functions, with each part responding in a way that affects the next.  In a sense, each part is in a ‘communicative’ relationship with the next; in the advert it is a cascading domino association but in real life it is a mechanical and electrical one. 

Finally, the broken down mechanism is reconstructed into the original product where all the components “just work”.

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science,18, 333-351.