TYPES 3 & 4 :SYMBOLIZE THE PROBLEMSYMBOLIZE THE BENEFITS

The 12 types of Advertising

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.

The 12 Types of Advertising

1. Demo2. Show the Problem / Solution3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison6. Exemplary Story

7. Benefit Causes Story8. Testimonial9. Ongoing Characters / Celebrities10. Associated User Imagery11. Unique Personality / Property12. Parody / Borrowed Format

*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

The 12 Types of Advertising

1. Demo2. Show the Problem / Solution3. Symbolize the Problem 4. Symbolize the Benefits 5. Comparison6. Exemplary Story

7. Benefit Causes Story8. Testimonial9. Ongoing Characters / Celebrities10. Associated User Imagery11. Unique Personality / Property12. Parody / Borrowed Format

*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

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.

SpecsaversDad

Digger

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.

HuggiesLevi’s jeans

Evian

Which is which?

Weight WatchersCoast Guard

VigorosolKidDog

Laundromat

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?