DONALD’S GUNN’S

12 ADVERTISING TYPES
 THE DEMO:
 This type of advert that is quite self explanatory as it is
explained within the title is a deportation of the product
they aim to introduce customers to the products in hope
of persuading them to purchase the items
 SHOW THE PROBLEM:
 This type of advertisement makes it clear that there is
a problem and show it. Then you produce the solution
which is the product, The adverts are created to be
relatable to the targeted group making it highly
effective as it surpass their expectations
 SYMBOLISE THE PROBLEM:
 Use a symbol to show an emphasis of the problem is
a bit similar to the previous type however the
problem is symbolised through an analogy or
exaggerated graphic
 It employs “symbol, analogy or exaggerated
graphic”
 CONTRAST WITH
COMPARISON:
 This type of advertisement shows two
different sellers comparing their product to
make their product look better to the audience
making the audience consume that product
instead of the other one it is to show that
basically it is superior to those of your
competitor
EXEMPLARY STORY:
 Tell a narrative of a situation where you would
use the product these ads weave a narrative
that helps illustrate the product’s benefits. In
gunn’s words the key is to create “a situation
where you’d use (the product) and be very
glad for it ”
BENEFIT CAUSES STORY:
 These ads use the benefit that the story
causes to tell the a story – usually one thats
quite exaggerated. These ads focus less on
the use of the product; typically, the ad
doesn’t the product until the very end,
setting it up as the answer to why
something is the way it is in the story.
TESTIMONIAL:
 These adverts commence with a softer approach. Usually involves a
kind friend or neighbour telling another friend about the benefits of
a product and how it is has a great impact on them
ONGOING
CHARACTER/CELEBRITY:
 One big challenge when making an ad
is to ensure that your brand “gets
credit” for the spot. The viewer may
remember the ad just fine and yet
forget which brand it was for. The use
of a recurring character or celebrity,
can help a brands identity into the
viewers brain.
‘SYMBOLISE THE BENEFIT’:
 It is very similar to type 3 adverts that fall into this category
symbolise the product advantage.
 This is demonstrated through symbols analogies or exaggerated
graphics
ASSOCIATED USER IMAGERY:
 Here, the advertiser showcases the type of people it hopes you’ll
associate with the product. Often these people will be hip, funny, or
good-looking people. But sometimes the associated users are goofy
or geeky – it depends on the target market.
UNIQUE SELLING POINT:
 It is mandatory that adverts like such focus on something that
makes the product unique (usp) and different compared to
competing products
PARODY/BORROWED
CONTENT:
 This is a popular approach these days,
perhaps because pop-culture references
have become our common language.
Recent ads have parodied movies, TV
shows – and even other ads. At its
worst, a parody is a lazy way to gin up
some tepid humor. Done well,
however, a parody can be both
memorable and hilarious.