Stops Usain Bolting

This advert by Loctite advertises super glue.

The template of extreme situation mentioned in Goldenberg, Mazursky and Solomon (1999) is used as the advertising technique in this print ad. The idea of the template is that it shows a product performing outside of the limits of its normal use. This is done to exaggerate the key use of the product.

This template can be seen in this advert by the running shoes of Usain Bolt still being at the starting line. This is to demonstrate the strength of the product, as you are supposed to assume that the running shoes are glued down. Also the final line in the advert, “A little super glue can help London fix anything” is suggesting to the viewer that the super glue can fix any problem they might have. This displays the product acting outside of the limits of its normal use and therefore exaggerates they key use of the product.

 

References:

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18(3), 333-351.