This Land Rover advert from 1995 shows the Land Rover being able to drive through water, over uneven ground and up the side of a Dam. The message the advertisement is trying to portray is that the Land Rover can overcome everything, even the extreme of having to drive up the side of a dam. With the tag line “nothing can get in the way of a Land Rover”, the aim is to create the idea that it is the best 4x4 available.
This is an example of the Extreme consequences template, (Goldenburg, Mazursky & Solomon, 1999). This is when consequences are based on true facts and the extreme situation is created by taking a key attribute of the product to the extreme (e.g. the strength and power of the Land Rover is enough to climb up a dam). The absurdity and extreme unrealism of the consequences are obvious and recognised by the viewer, yet still very persuasive.
In the case of the Land Drover advertisement, viewers know that it is impossible to drive up the side of a dam, but this imagery presents the connotations of the car being unbeatable, unstoppable and reliable. Individuals rely on their vehicle for every day functioning and individuals want something they know will be reliable regardless of weather, obstacles and over time. The advertisement creates this extreme consequence of overcoming the huge obstacles of a dam, making the product more attractive to potential buyers.
Goldenberg, J., Mazursky, D. et al. (1999). The fundamental templates of quality ads. Marketing Science, 333-351.