The above adverts are creatively taking advantage of the ‘Competition
Template’ described by Goldenberg, Mazursky and Solomon (1999), specifically
the uncommon use version. Using this template portrays the situation in a way
that puts the advertised product in competition with another product with a
similar attribute. The uncommon use version is where a product is shown to be
used in an unconventional way instead of its intended purpose, in order to accentuate
desirable qualities. The example provided in the paper for uncommon use is a pair
of jeans being used to pull a car, emphasising important attributes of the
product such as durability and strength.
The KitKat advert depicts a giant chocolate bar (appealing
in itself!) as a bench, something to sit on and relax as opposed to its common
use as a tasty snack. This is effective because it cleverly suggests the
product’s slogan ‘take a break’ by showing someone physically taking a break
with/on a KitKat. A clever and humorous metaphor and a great example of the
uncommon use version of the competition template.
Similarly the bread advert portrays the product as being
used as a comfortable pillow; so comfortable one could fall asleep. This has
the effect of priming in the viewer the soft quality of the bread. Again this
is humourous and subtle and the product is seen in a positive light, aided by the
cuteness of the little girl who couldn’t resist the softness!
nice work.
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