Persuasion and Influence

This advert for dog food uses the extreme consequence template, as it depicts a dog digging through concrete, which is an over the top version of the positive consequence of feeding your dog Pedigree food. Doing this sends the message that Pedigree food makes your dog stronger.


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