Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.
Tuesday, March 5, 2013
BOSTON LOGAN ADVERT
This is an advert for the Boston Logan airport in Massachusetts, USA to emphasise how easy it is to go on holiday and how many options there are to cater to customer’s requirements. A holiday is within your reach is the vision they are trying to illustrate. This advert uses the extreme situation template (Goldenberg, Mazursky & Solomon, 1999) representing an exaggerated situation to emphasise the pros of the airports’ service. It displays extreme worth as it overemphasises the service of the airport using unrealistic proportions of how close a holiday is in reality to customers. This advert could also be using a new parameter connection version dimensionality alteration template as it is manipulating the dimension of the product with respect to the environment as it shows a customer’s holiday enjoyment is right outside a plane window (Goldenberg, Mazursky & Solomon, 1999).