The dire consequences of not eating Snickers.

This advert for Snickers bars uses Goldenberg, Mazursky, and Solomon’s (1999) “Consequences” creative template.  The advert portrays the consequence of not eating a snickers (being an irrational “diva”) and then counteracts this with the result of eating a snickers (returning to normal).  This relates specifically to Goldenberg et al.’s “inverted consequences template,” as it focuses on the implications of not buying/consuming the advertised product.  It also incorporates the “extreme consequences” version of the template, as depicting the consumer as a completely different person is highly unrealistic. 

The advert also fits in to the two requirements of this template: 1) Consequences based on a true fact (i.e. often hunger can cause stress and irritation); 2) The absurdity and extreme unrealism of the consequences are obvious (i.e. transforming into a different person).

References:

Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The Fundamental Templates of Quality Ads. Marketing Science, 18, 333-351.