Donald Gunns 12 types of

advertising
due for next lesson
By Nancy Goba
 • Demo adverts show the products
benefits and capabilities
Type 1 The Demo • For Example the Dyson Advert shows
the handheld vacuum and how unlike
normal hand help vacuums it has twice
the suction power than a normal one
which require a cord which Dyson
doesn’t need
• https://www.youtube.com/watch?time
_continue=25&v=81GdmRVPE0I
Type 2: Show the Problem
• Type 2 adverts focus on everyday problems in
life and then they introduce a product to
solve said problems. (Due to them being
relatable these products often sell well)
• This advert present the problem of elderly
people having trouble seeing threw the dark
when driving. The present their product as a
answer to the problem
• https://www.youtube.com/watch?v=IxKAE6v
QbLQ&t=62s
Type 3: Symbolise the problem
• Type 3 advertisements present problems through analogy
or in an exaggerated graphic fashion (different from type
2). The problem itself is not shows but an exaggerated
version of it or in a symbol that represents the problem
• For example, this flash advert is very exaggerated using
the song flash with alerted lyrics and having a singing dog
to introduce the product
• https://www.youtube.com/watch?v=gvYCyx-z-JU
 Type 4: Comparison
• Comparison type adverts compare two different
products to show which is superior
• In this Pepsi advert we are first thinking that the
boy is buying 2 cokes before he sets them on the
floor and stand on them to reach the Pepsi button
on the vending machine.
• The idea is that Pepsi is superior to coke
• https://www.youtube.com/watch?v=GyY15Jkkg2A
 • These adverts shows a
scenario in which the
product is needed.
• In this john Lewis advert a
girl is dancing around and
almost destroys
everything.
• The idea is that with
insurance even if it is
broken your troubles will
be saved with insurance
Type 5: Exemplary Story • https://www.youtube.co
m/watch?v=iJusYpSLVSw
&t=1s
 Type 6: Benefit Causes
Story
• The product has a story created surrounding
its benefits. (The story is usually
exaggerated)
• The actual product will usually only appear
towards the end of the advert
• An example is the Gucci Guilty perfume
adverts which has a couple having fun
together and towards the end the perfume
is reveal leaving a sense that with that
perfume they could be happy too
• https://www.youtube.com/watch?v=4DBfnl-
Jbag
Type 7: Testomonial

• A Friend or neighbor is usually seen tell

another about the product and its
benefits in type 7
• This Grammarly advertisement
introduces a young lady getting
confident with her writing with the help
of Grammarly and how she tells others
not to be afraid and try it
• https://www.youtube.com/watch?v=4P
PobRKUj9A&t=98s
Type 8: Ongoing
Character or Celebrity

• These advertisements use celebrities to

make their product more eye-catching
to the audience
• Using Charlize Theron as the main face
of the product makes the women
audience believe that with that product
they will be as attractive and successful
as her
• https://www.youtube.com/watch?v=tC
XTCtYEuRU
 Type 9: Symbolise the
Benefit
• Type 9 exaggerate the benefits of the
product demonstrating what would
happen if you buy it or how it solves
your problems
• https://www.youtube.com/watch?v=
4ZK7HS9J46Y&t=5s
• The Axe product benefits of this
product is attracting the female group
and as such making is more likely for
males to buy it
 Type 10: Associated
User Imagery
• These adverts have the perfect
associated for the product or
someone you would expect to be
associated with them
• https://www.youtube.com/watch?v=
aP0IYMwOZ8U
• This adverts feature Rihanna A$AP
Rocky and Lil Nas X for a skin care
product as they are someone ( mainly
Rihanna) you would associate these
type of products with
 Type 11: Unique
Personality Property
• For example, Dyson Ball advert:
• These adverts have something that
make the product itself stand out its
not the product itself, but something
associated with it for example this
toothpaste mentions being made in
the USA as well as having other
features such as natural ingredients
that make it more appealing that
ordinary toothpastes
https://www.statbid.com/the-12-mas
ter-formats-of-marketing
 Type 12: Parody or
Borrowed Format
• These advertisements usually
reference something seen in movies,
tv shows or other adverts
• This orange mobile advert promotes a
cinematic experience with their
internet server making the product
much more appealing and derisible
https://www.youtube.com/watch?v=
_R5l4p9odYc&t=56s