In this
advertisement by the company Cemex, Goldenberg, Mazursky, & Salomon’s (1999) extreme situation template is utilised with a focus on the
extreme attribute version. This advert aims to illustrate how effective their
product is, by suggesting that their concrete dries so fast that roads and
bridges can be built instantly as soon as the concrete is applied. Furthermore,
with the cement truck immediately using the newly created bridge as soon as it’s
applied, suggests trust in the product and its capabilities. Concrete that sets
so quickly is unrealistic and absurd, yet this company suggests in their advert
that this is possible with their particular brand.
Goldenberg,
J., Mazursky, D., & Salomon, S. (1999). The fundamental templates of
quality ads. Marketing Science, 18,
333-351.
Nice catch.
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