The document outlines 12 different advertising execution styles: slice-of-life, lifestyle, spokesperson/testimonial, fantasy, humorous, real/animated product, symbols, mood or image, demonstration, musical, and scientific. It provides brief descriptions and examples for each style, such as depicting people in normal settings for slice-of-life ads or endorsing a product through a celebrity spokesperson for testimonial ads.

1. 
Execution Styles for Advertising
p. 270 (MKTG 5)
•Slice-of-Life
•Lifestyle
•Spokesperson/Testimonial
•Fantasy
•Humorous
•Real/Animated Product
•Symbols
•Mood or Image
•Demonstration
•Musical
•Scientific

2. 
Slice-of-Life
•Depicts people in normal settings, such as at the dinner table or
in their car.
“Come As You Are” (2010)

3. 
Lifestyle
•Shows how well the product will fit in with the consumer’s
lifestyle.
“Synchronicity” (1999)

4. 
Spokesperson/Testimonial
•Features a celebrity, company official, or typical consumer
making a testimonial or endorsing a product.

5. 
Fantasy
•Creates a fantasy for the viewer built around use of the product.

7. 
Humorous
•Advertisers often use humor in their ads.

8. 
Real/Animated Product
•Creates a character that represents the product in
advertisements.

9. 
Mood or Image
•Builds a mood or image around the product, such as peace, love,
or beauty.

10. 
Demonstration
•Shows consumers the expected benefit.
“Stylus Tough Life Proof” (2010)

11. 
Musical
•Conveys the message of the advertisement through song.

12. 
Scientific
•Uses research or scientific evidence to give a brand superiority
over competitors.
“Feel Better”
(2008)