This is an advertisement that the condom
company Durex designed based on the widespread myth that the world would end on
December 21 2012. This print ad is an example of the Dimensionality Alteration
Template in use. There are four subcategories under the general umbrella of
this template: the parameter connection version, the multiplication version,
the division version, and the time leap version. The parameter connection seems
to be the most relevant in terms of this advertisement since by definition, the
parameter connection is creating a dependent relationship between two
previously unrelated parameters. In this case, the presumed end of the world
and using a condom are posed in the same scenario linking the two.
Further illustrating strong advertising
techniques, by using a well-known colloquial phrase, the advertisers have used
another template of advertising as well. The use of the replacement template is
clear since it plays on the multiple uses of the word “bang”. The phrase “go
out with a bang” usually is associated with a dramatic and usually successful
termination to a situation; but placing it within the context of Durex, the
advertisers shift the viewers thoughts from one use of the word “bang” to
another, transforming the phrase to custom fit the message they are trying to
portray.
Goldenberg, J., Mazursky. D., &
Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351
explosively perfect.
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