This advert for Mini, successfully uses Goldenberg, Mazursky and Solomon (1999) extreme pictorial analogy template by highlighting the cars selling point – the small size of the car. The advert symbolises the mini brand by using a visual analogy of a car that is so small the woman has to bend down to try and catch a lift. This advert is effective because the audience will not immediately see the mini emblem in the left hand corner, only when they do will they understand the advert. This will then result in a moment of realisation. This moment of clarity makes the advert very memorable. Now when remembering the advert, the word ‘mini’ has a double meaning, the brand mini becomes associated with being small.
The extreme situation, in particular the extreme attribute template could also be applied. In an exaggerated, extreme situation the car is so ‘mini’ that the woman has to bend down to get to it. The advert uses a familiar but unrealistic situation in order to highlight the car’s most key attribute (its small size) in an unrealistic proportion.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.