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