The adverts above are created by a staffing agency in
Germany, called ‘Job in Town’. The
message on the advert translates to, ‘Life’s too short for the wrong job’. All the images depict imaginary work
scenarios of individuals if they were to operate one of the following machines,
such as a washing machine, or a tobacco dispenser. The people all have bored, and fed up
expressions on their faces, emphasising the lack of interest they have in their
current ‘job’. The agency is trying to
encourage individuals to use their site if they feel like they are
disinterested with their jobs like the people in the adverts. Two techniques described by Goldenberg,
Mazursky, and Solomon (1999) are demonstrated in this advert, the extreme
situation template, and the consequences template.
The extreme situations template uses unrealistic situations
to enhance the benefits of the product.
It would obviously be impossible for a person to actually work inside
the machines, however, the unlikeliness of the scenario places emphasis on the
message the agency are trying to convey.
These ‘jobs’ do not require individuals to be creative or to motivate
themselves to become better. They are so
simplistic, they can be (and are) powered by machinery. Individuals may be reminded of how they
actually feel about their jobs and be prompted to think of the dream jobs they
may have once aspired to have.
The consequences template, which highlights the implications
of executing, or failing to execute the recommendation in the message, is also
used in these adverts. Here, the images
show the inverted consequence, the consequences of failing to carry out the
recommendations of the advert, which is going on to the agency site to find the
right job. If individuals do feel they
have the wrong job, but they do not go on the ‘Job in Town’ site to find
themselves a better, more fulfilling job, they will be stuck doing something
they hate, like the people in the pictures.
Both templates have been used effectively as they have
produced images which easily capture the attention of the viewers and leaves a
long-lasting impression.
References
Goldenberg, J., Mazursky, D., & Salomon, S. (1999). The
fundamental templates of quality ads. Marketing Science, 18, 333-351.
great ads and nice find.
ReplyDelete