The above advert makes
use of the ‘Consequences
Template’ described by Goldenberg, Mazursky and Solomon (1999); or more
specifically the 'Inverted consequences template.' This template warns against
the implications of not following the recommendations/advice featured in the
advert.
Here we
see a seriously dangerous looking crash between a driver and a motorcyclist
which resulted from the driver not taking enough care when deciding whether to
drive on or not and not seeing the cyclist at all. This is an overt message
warning the viewer of the possible consequences of not properly looking for
motorcyclists whilst driving i.e- you could possibly not see one and result in
a crash and a possible death. This visual foreshadowing reinforces the "follow
the advice of this advert or else said outcome will happen to you...."
message that the Inverted consequences template represents.
Goldenberg, J., Mazursky, D., Solomon, S. (1999). The
fundamental templates of quality ads. Marketing Science, 18, 333-351.
OUch. Great ad.
ReplyDelete