The Sony stamina camcorder advert shows a crazy series of
events unfold just after the batteries in a guy’s camera die out. This advert fits into the consequences template of Goldberg’s (1999)
schema of templates. This is when an advert shows the implications of either
owning or not yet owning the product the advertisers are trying to sell. More
specifically, this advert fits into the inverted consequences version which
warns of the consequences if you do not buy the product. It is obvious from the video that this is the technique the
advertisers are going for because it warns that if you do not own this
camcorder (which has extra long-life batteries) then you will miss the most
exciting thing you could have filmed with your camcorder. People will not want this to happen to them so they will (theoretically) go out and buy the product. Then they can rest assured in the knowledge that if anything interesting happens they have their trusty 'stamina' camcorder working and ready to film.
References:
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing science, 18, 333-351.
this is great.
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