Sunday, February 24, 2013
multiple uses of kittens??
This ad for 3M lint rollers is a pretty cute example of Goldenberg, Mazouski and Solomon (1999) absurd alternative version of the extreme situation template. It illustrates a kitten used as a lint roller ( as you do) to demonstrate the quality of their product. Kittens are known for cleaning their fur by licking themselves and as such the message is essentially saying " the only other thing that cleans your clothes as well as 3M lint rollers is a kitten".
The ad shows the typical features of the absurd alternative version template : an unexpected shift in the consumer's mind frame towards an imaginary or different product category ( products to clean clothes) and absurdity and extreme unrealism of the alternative option ( using a kitten as a lint roller) ( Goldenberg et al., 1999).
Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.