Advertising Production GUNNS 12 KINDS OF ADVERTISING UNIT

Advertising Production GUNN’S 12 KINDS OF ADVERTISING UNIT 19

Learning Objectives • To Understand the different types of advertisements.

Gunn’s types of advert (adverts are usually made up of one or more of these types):

1. The Demo (a visual demonstration of the product's capabilities) Gunn's first format is the "demo. " This is a visual demonstration of a product's capabilities. You've seen hundreds of demo ads on late-night TV, for things like kitchen knives (watch it slice through that tin can!) and stain removers (it can't possibly erase that red wine blotch). Some of the ads introducing Apple's i. Phone are just straight-up demos, pointing out the product's features as the viewer looks on. https: //www. youtube. com/watch? v=w. WPCx. Dke. H_o

2. Show the need or problem (and then the remedy or solution: the product being sold) The second format is "show the need or problem. " First, you make it clear that something's not up to scratch in the consumer's life. Then, you introduce the remedy—which is of course, the product you're selling. https: //www. youtube. com/watch? v=Scv. GI 8 KWh. Co&gl=GB&hl=en-GB

3. Symbol, analogy or exaggerated graphic (to demonstrate a problem or solution). The third format is a variation on showing the problem. This time, you employ a "symbol, analogy, or exaggerated graphic" to represent the problem. https: //www. youtube. com/watch? v=BY-qaaw 2 a. N 4&hl=en-GB&gl=GB

4. Comparison (the product is claimed as superior to competitors). The fourth format is "comparison. " Here, the spotlight's on the claim that your product is superior to those of your competitors. https: //www. youtube. com/watch? hl=en-GB&gl=GB&v=Rlmzw. ZXa-Ww

5. Exemplary story (weaves a narrative that helps illustrate the product's benefits). The fifth format is the "exemplary story. " 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. " With only 30 seconds, many story ads end up feeling naff. (Lucy's school play is tonight, but there's a stain on her carrot costume. What will mum do? ) But a well -done story spot can be a gripping little episode. https: //www. youtube. com/watch? v=7 V_1 -ag. JAN 8

6. Benefit causes story (a trail of events caused by product's benefit). The sixth format is "benefit causes story. " You conceive the ad back-to-front, by imagining a trail of events that might be caused by the product's benefit. I n the example Gunn uses, a man on a safari screams when a lion charges him. It's then revealed, to the amusement of the man's friends (and also the viewer), that he's been looking through the powerful zoom lens of his Olympus camera. The lion is, in fact, hundreds of yards away. https: //www. youtube. com/watch? v=Y 3 q. YT 60 DSKQ

7. Tell it (credible testimonial by presenter or real person). The seventh format is "tell it"—also known as "presenter, " "testimonial, " or "Atells-B. " This can take the form of a kindly neighbour or best-friend spot ("Oh, I used to get arthritis when I gardened, too—here, try my Ouch-Be-Gone pills"). It can be a "real person" testimonial ("I've never slept so well before—thanks, Adjust-o-Foam mattress!"). Or it might be a classic talking-head ad (often the talking head will wear a white lab coat—which assures us beyond doubt that he's a trustworthy expert). https: //www. youtube. com/watch? v=o 7 UP 22 w 72 H 8&gl=GB&hl=en-GB

https: //www. youtube. com/watch? v=0 PHYYn. VQj 0 A bad adverts

8. Ongoing characters and celebrities (to help cement a brand's identity). The eighth format is "ongoing characters and celebrities. " 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 cement a brand's identity into the viewer's brain. https: //www. youtube. com/watch? v=TYPu. N 6 w. JC 9 E&gl=GB&hl=en-GB

9. Symbol, analogy or exaggerated graphic (to demonstrate a benefit of the product) The ninth format is the "symbol, analogy, or exaggerated graphic" demonstrating a benefit of the product. (Recall that earlier we saw this technique used to demonstrate a problem that the product solves. ) https: //www. youtube. com/watch? gl=GB&hl=en-GB&v=14 qeu 7 JRwt 0

10. Associated user imagery (showcases the type of people associated with the product). The 10 th format is "associated user imagery": The advertiser showcases the type of people it hopes you'll associate with the product. Often these will be hip, funny, or good-looking people. But sometimes the associated users are goofy or geeky—it depends on the target market. https: //www. youtube. com/watch? gl=GB&hl=en-GB&v=UFYWt. GO 3 Fkw

11. Unique personality property (highlights product's uniqueness/USP). The 11 th format is "unique personality property. " These spots highlight something indigenous to the product that will make it stand out. It could be the country of origin (a sports car boasting about its German engineering). It could be the product's unusual moniker ("With a name like Smucker's, it has to be good"). https: //www. youtube. com/watch? v=L_9 ns. WJ 6 Qb. E&hl=en-GB&gl=GB

12. Parody or borrowed format (parodies movies, TV shows, even other ads). The 12 th and final format is the "parody or borrowed format. " 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 humour. Done well, however, a parody can be both memorable and hilarious. https: //www. youtube. com/watch? v=4 y. ZOab 5 gl-4

Advertising Conventions

What are conventions? Using the hand out sheet, complete as a group/Individually the technical advertising conventions explanations. Once you have completed this task you need to put the convention styles into practise! https: //www. youtube. com/watch? v=Tnz. FRV 1 Lw. Io https: //www. youtube. com/watch? v=g 0 u. WBog 2 Oi 8 https: //www. youtube. com/watch? v=_2 jm. OJ 9 ag 5 M

https: //prezi. com/oewjhvqvjlfc/advertising-conventions/