Last week, Slate‘s Seth Stevenson explained the 12 master advertising formats as articulated in 1978 by Leo Burnett‘s Donald Gunn. These techniques still hold true today and in the YouTube age, are just as relevant. They are:
- The demonstration
- Show the problem
- Symbolize the problem
- Symbolize the benefit
- Comparison
- Exemplary story
- Benefit causes story
- Testimonial
- Ongoing characters/celebrities
- Associated user imagery
- Unique personality property
- Parody/borrowed
{ 1 comment }
We appreciate you making this info (12 categories) available online. It’s interesting how certain principles/concepts don’t change over time.
Best regards,
Justin (aka SureFire Guy)
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