1. The 12 types of Advertising
TYPES 3 & 4:
SYMBOLIZE THE PROBLEM
SYMBOLIZE THE BENEFITS

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
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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. 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. 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. 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. 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. Which is which?
Weight Watchers
Coast Guard
Vigorosol
Kid
Dog
Laundromat

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?