The extreme situations template uses unrealistic situations
to show off key features of the product. The template includes three versions: absurd
alternative, extreme attribute, and extreme worth versions. The absurd
alternative version demonstrates that it is easy to use the product, but there
is an alternative if the consumer wants it. This alternative is portrayed as so
extreme and absurd that it would never be considered and the product becomes
the obvious option. In the extreme attribute version, a key part of the product
is exaggerated greatly, to unrealistic proportions. The same effect occurs in
the extreme worth version; here, the worth of the product is greatly
exaggerated, (Goldenberg & Mazursky, 1999).
In the above advertisement for WMF knives, the extreme
attribute version of the extreme situations template is used. The attribute exaggerated is the knife's sharpness, as the advertisement
suggests it is so sharp it will cut through the wood on the
chopping board as well as just the carrots. The caption “sharper than you think”
supports this, suggesting that the knife is capable of cutting through
more than you expect it to- above and beyond the usual ingredients it would be
used for, but also above and beyond what
it would actually need to be used for.
Reference
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.
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