The 12 types of advertising 3&4

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The 12 types of advertising 3&4

  1. 1. The 12 types of Advertising TYPES 3 & 4: SYMBOLIZE THE PROBLEM SYMBOLIZE THE BENEFITS
  2. 2. Here’s what we’ve learned so far:  Donald Gunn was a Creative Director for Leo Burnett.  He took one year off from work to study different types      of ads He developed 12 types, or “formats” of advertising. The “hard sell” technique uses repetition and tries to pressure viewers into buying a product. The “soft sell” uses suggestions to try to persuade viewers to buy a product. “Demo” shows a product and what it does. “Show the problem” tells viewers about how the product can solve a problem and make their lives better.
  3. 3. The 12 Types of Advertising 1. Demo 2. Show the Problem / Solution 3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison 6. Exemplary Story 7. Benefit Causes Story 8. Testimonial 9. Ongoing Characters / Celebrities 10. Associated User Imagery 11. Unique Personality / Property 12. Parody / Borrowed Format *Few ads are ONLY 1 type – just like music, ads can be several types at the same time.
  4. 4. The 12 Types of Advertising 1. Demo 2. Show the Problem / Solution 3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison 6. Exemplary Story 7. Benefit Causes Story 8. Testimonial 9. Ongoing Characters / Celebrities 10. Associated User Imagery 11. Unique Personality / Property 12. Parody / Borrowed Format *Few ads are ONLY 1 type – just like music, ads can be several types at the same time.
  5. 5. Symbolize the Problem  Turn the problem into a symbol (象徵), analogy (比喻), or an exaggeration (誇大).  This type is getting more and more popular as computer graphics make it easier to create amazing visual effects. Specsavers Dad Digger
  6. 6. Symbolize the Benefits  This type is similar to symbolize the problem, but it symbolizes or exaggerates the benefits that users can get from the product. Huggies Levi’s jeans Evian
  7. 7. Which is which? Weight Watchers Coast Guard Vigorosol Kid Dog Laundromat
  8. 8. Review:  What are the two types we learned today?  What is an analogy? An exaggeration?  Which of the ads did you like best? Why?  What product was being sold in the ad pictured here? Name two things being sold in this commercial.  Name two products in Taiwan that have used the two types of advertising we saw today.  What company was being promoted in this ad? What was symbolized? Why?

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