This TV commercial was published in 2012 to advertise
Kellogg’s Crunchy Nut cornflakes. This advertisement can be explained by the creative
templates described by Goldenberg, Mazursky and Solomon (1999).
The advertisement can be explained by extreme worth versions
of the extreme situation template. To promote the worth of the product
(deliciousness) and the key attribute of the product (crunch), the
advertisement used the unrealistic extreme situation (hiding from a dangerous dinosaur).
By showing the guy eating the cornflakes in the extremely dangerous situation,
the advertisement told audience how irresistibly delicious the cornflakes are. Also,
by showing the dinosaur hearing the sound of eating cornflakes, the advertisement
demonstrated the crunch of the cornflakes.
In addition, the advertisement employed the competition
template. It created a competition between hiding from a dinosaur and eating
the cornflakes, and by showing the guy choose to eat the cornflakes, it shows
the cornflakes are ‘worth’ in the competition, thus, it tells audience that the
cornflakes are irresistibly delicious, so people choose to eat it even in an
extremely dangerous situation.
Reference:
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental
templates of quality ads. Marketing Science, 18(3), 333-351.
Nice.
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