This advertisement utilises the ‘inverted consequence template’ and the ‘extreme consequences template’ identified by Goldber et al (1999). The inverted consequences template, which highlights the result of failing to carry out an adverts recommendation (Goldberg et al, 1999), is used here by showing that drinking and driving leads to imprisonment and consequently, we should take the alternative option and not drink and drive. The extreme situation template is used by suggesting that drinking and driving will lead to the extreme and unpleasant situation of other hostile looking prisoners ‘showing you a good time,’ whilst in jail. Both of these techniques serve to dissuade viewers from drinking and driving (it worked for me!).
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.