Gunn's 12 Types of Advertising

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 Gunn's 12 Types of Advertising

1. The Demo (A visual demonstration of a products capabilities)

One of James Gunn's first ever formats (the demo) is the visual demonstration of a products potential. There are various different demonstration adverts on night time tv. For example they may show a bottle opener advert were the seller will demonstrate how the the bottle opener works and how to use it. This would be known as a straight up demo were the seller shows all of the products main key features. But this is not the only type of Demo advertisement, there are also other ones that will show a product in action for example a car and say things such as (look how smoothly this car runs).

2. Show the need of problem (and then the remedy of the solution: The product being sold)

The next format is to show the solution to the consumers problem. You do this by showing them how something may go wrong with there product one day and when that happens you show them what you have to offer to help them should that day ever come or if that unfortunate situation ever happens to them.

3. Symbol, analogy or exaggerated graphic (to demonstrate a problem of solution)

This format known as (Symbol, analogy or exaggerated graphic) shows the consumer the problem and then shows them the Symbol, analogy of exaggerated graphic to highlight the problem.

4. Comparison (The product is claimed as superior to competitors)

This format which is known as Comparison is where the seller tries and claims that there product is far superior to that of one that the consumer has probably seen before.

5. Exemplary story (Weaves a narrative that helps illustrate the products benefits)

This format or more commonly referred to as the "exemplary story" makes up a story and paint a picture of where the sellers product will come in useful for example if they were selling lighters the story could be about someone going up to the consumer and asks if they have a lighter so that they can spark up a cigarettes and then it would show how the consumer would have a lighter conveniently on hand to lend to the person smoking.

6. Benefit causes story (A trail of events caused by the products benefits)

This format which is also known as "benefit causes story" shows you the different ways to view an advert. For example a car might be driving and then it shows a car crash, but in actual fact it is shown that the car crash is on the other side of the road reliving the driver and the viewer and its all thanks to the windshield cleaner he bought that stopped his vision from being distorted whilst driving meaning that he could now see the road a lot more clearer where as if his windshield were mucky he may of thought that the car crash was on his side of the road.

7. Tell it (Credible testimonial by presenter or real person)

This format is were the seller will either get a presenter or a consumer to rate and review (hence the name Credible testimonial) there products whether it be on tv or radio in the hope that the consumers watching will take the word of the presenters and consumers on tv/radio.

8. Ongoing characters and celebrities (To help cement a brands identity)

This format known as "ongoing characters and celebrities) which is quite a large process to help establish an ever lasting foot print of a brands credit. For example the consumer may see a brand some where and forget what it is but they'll remember the character or celebrity that were helping to promote and sell the brand and that's exactly how the seller puts an everlasting foot hold in the consumers brain.

9.  Symbol, analogy or exaggerated graphic (to demonstrate a problem of solution)

In this format it shows the benefits of  (Symbol, analogy or exaggerated graphic) in demonstrating a product showing the problem and how to solve the problem.

10. Associated user imagery (Showcases the type of people associated with the product)

This format often referred to as "associated user imagery" is basically just based on the sellers target market for consumers for example if they were selling tracksuits the seller may wish for you to associate athletic people with that certain product.

11. Unique personality property (Highlights a products uniqueness)

The format known as "Unique personality property" puts the product on a spotlight making it abundantly clearer who or what the product actually belongs to. For example Adidas has the iconic 3 stripes symbol showing that the product is there's and that they own it.

12. Parody or borrowed format (Parodies movies, Tv shows, even other Ads

The final format or more commonly referred to as the "parody or borrowed format" is a well know and used subject these days. They are often used to rile up humor and make brave attempts at trying to get the view to laugh, however they can some times go horribly wrong and end up as a failed attempts or become a really bad joke. One famous parody movie (Scary Movie) which was based off of the movie Scream became really popular due to the fact that it was comedic and also featured many other movie references thus making it extremely well known.