Advertising Techniques – 12 Categories

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:

1. The demonstration
2. Show the problem
3. Symbolize the problem
4. Symbolize the benefit
5. Comparison
6. Exemplary story
7. Benefit causes story
8. Testimonial
9. Ongoing characters/celebrities
10. Associated user imagery
11. Unique personality property
12. Parody/borrowed

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  David Erickson is Director of e-Strategy at Tunheim Partners strategic communications company.

  
  

  
  
  

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