Right Guard

This advert for Right Guard used Goldberg, Mazursky and Solomon (1999) consequences template as a way of trying to sell the product. More specifically the inverted consequences version of the template is used, to show the consumer what would happen if they do not use this product. In this advert this is dipicted in a humerous way, with the main guys stench causing the crowd to faint because he forgot to use Right Guard at the beginning of the day. It shows a potentially embarrassing situation, so it encourages consumers to buy the product in order to avoid becoming a victim of this.


Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.