PCRM: Fast food consequences
This advert is an example of the ‘extreme consequences’ technique to highlight the problems associated with fast food. The advert focuses on the grieving partner of a deceased man who is seen clasping a burger – the seeming contributor to his death from heart disease. The idea of consequences of fast food is further emphasised at the end of the advert when the narrator suggests the eating unhealthily results in high blood pressure, high cholesterol and heart attacks.
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.