Tuesday, February 24, 2015
Wear a seat belt
A billboard advertisement in America has attempted to influence those in a car to wear a seat belt. The effective advertisement stresses the potential danger of not wearing a seat belt, by explicitly showing the possible consequence - being thrown from your seat and perhaps going through the windscreen.
This advert follows the consequences template outlined by Goldenberg, Mazurksy, and Solomon (1999). In particular, it has used the sub-category of inverted consequences, in which it warns against the implications of not executing the recommendation of the advert. In other words, the ad shows the extreme consequence of having a car crash and not having a seat belt on. Ultimately, this extreme consequence should influence them to wear their seat belt whilst in a car.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental template of quality ads. Marketing Science, 18(3), 333-351.