The document provides an overview of styles and stylistic elements in advertising. It discusses what style is and why it matters in advertising. Some key points: - Advertising style creates unique associations in consumer memory and differentiates brands. Different styles can minimize competitive threats and maintain brand saliency. - Stylistic elements like tone of voice, music, visuals, fonts and narrative forms shape meaning and impact consumer responses. Elements like color, shapes and typefaces connote certain meanings. - The document outlines several advertising styles (e.g. humorous, informational) and examines the pros and cons of each. It also discusses how style can indirectly impact purchase behavior by influencing attitude formation over the short

1. An overview of styles and stylistic elements in advertising George Rossolatos ( [email_address] , www.grossolatos.com ) 24-10-2011

10. ADVERTISING STYLES

15. Betty Crocker’s changing «iconic sign» over the years in tandem with changing fashion codes / social stereotypes

16. «Mac/PC» brand personification Danesi, Brand Image The «PC vs Mac» campaign is a striking example of Saussure’s position that langue is a system made of differences and oppositions; P.Kotler «brands do not compete in a void»

20. STRUCTURAL STYLISTIC ELEMENTS IN ADVERTISING

23. What are the key structural components of advertising style? Schmitt et al, Mktng Aesthetics