Unit 30

Outcome 1:
Know about the structures and techniques of television advertisements

Donald Gunn’s 12 types of advertisements

In 1978, Donald Gunn, the artistic director of the advertising agency Leo Burnett, spent time
researching and parsing the major television advertising formats. He specified 12 formats
that are still commonly used today, not only on television but also on digital media channels
like YouTube and social media. Using one of these formats to produce an ad would not only
give the ad more coherence and emphasis, but it would also boost its effectiveness.

Type 1: Demo

As stated in the title, the Demo advertisement's intent is self-explanatory. These

advertisements highlight the product's capabilities and advantages in the hopes of
persuading people to buy the products. The example I will be using is an advert from JML.
The ad showcases what the product does and how to use it. It does this by showing the
product in action.

https://youtu.be/ojKZtlMtzkI

Type 2: Show the problem

This type of advertisement focuses on problems that people face in their daily lives, and
then the product is presented as a solution. The advertisements are made to be relatable to
the target audience, making them extremely successful as they exceed their expectations.
The example I am using for this is an ad for vanish. We can see there is a problem presented
which is the person is unable to keep their carpet clean but is then presented with the
product which solves that issue.

https://youtu.be/WecK2cCurxc
 Type 3: Symbolize the problem

This type of ad depicts the product as the solution to all problems, similar to the previous
form of advertisement. An analogy or exaggerated graphic, on the other hand, is used to
represent the problem. This example is an advert for migraine relief. The ad presents us
with an exaggerated image of the man’s pain which is resolved with the product

https://youtu.be/H2NgP8EQRBM

Type 4: Contrast with competition

These advertisements compare their products to those of other rivals in the same sector
that have the best-selling items. The company's product is viewed as superior in these
advertisements. This example is an advert for Pepsi Max. The ad presents us with a statistic
saying that in a blind taste test, they have beat any other competitors in taste.

https://youtu.be/ybERcxbfQHQ

Type 5: Exemplary story “Show the actual benefit”

An advertisement that depicts a narrative in which the product is considered vital. “A

situation where you'd use [the product] and be very thankful for it,” Gunn states. This ad is
for life insurance. We can see the son of the father is thankful that his father got life
insurance as he is no longer around which as a result, insurance was very useful to him.

https://youtu.be/myvqQUMER0U
 Type 6: Benefit causes story”

Adverts like this take away a product's advantages and build a narrative about it (typically
very exaggerated). This results in less emphasis on the product itself, which is usually
revealed at the end of the commercial. This is an advert for BT Broadband. We can see
people having issues with things loading (also extremely exaggerated), with the BT
Broadband only coming in at the end being the solution.

https://youtu.be/Y_2kFv1QWzU

Type 7: Tell it (credible testimonial)

These advertisements begin with a subtler tone. A kind friend or neighbor usually informs
another friend about the advantages of a product and how it has a significant effect on
them. This is an ad about a life plan. We can see the man recommending the plan to
another person.

https://youtu.be/c6hspoqg8qU

Type 8: Ongoing character & celebrities

Such advertisements are popular, and they often feature celebrities in order to establish a
strong brand identity. Consumers are more likely to purchase a product associated with
their favorite celebrity. The audience is also becoming aware of the product on a
subconscious level. The bunny in this ad is the mascot for Duracell, not only showing up on
all their packaging, but also reoccurring in all commercials
 . https://youtu.be/GxdPTldJuTY

Type 9: Show benefit through a symbol, analogy, or exaggerated graphic

Adverts in this form, like those in type 3, reflect the product's benefit. Symbols, analogies,
and exaggerated graphics are used to illustrate this. This is an ad for heartburn relief which
exaggerates the pain by showing it as fire

https://youtu.be/7VzbRjU8F_c

Type 10: Associated user imagery

Characters most closely associated with the products are likely to appear in this type of
advertisement. For example, in an aftershave advertisement, a masculine-built man might
be used, or in a cosmetic commercial, a woman who is "overly beautiful." These
advertisements are often used in the beauty and cosmetics industries. They appeal to a
broad audience by claiming that their product will help them look like the socially
constructed image of the "ideal" man or woman. Despite the fact that it is an unrealistic
transformation, these types of advertisements have proven to be extremely effective for
companies in the beauty industry.

https://youtu.be/y-7DGJ1_Qtg
 Type 11: Unique personality property

It is necessary that advertisements like these concentrate on something that distinguishes

the product from competitors. 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”). In summary it highlights what makes the product unique and
stand out from the rest.

https://youtu.be/sYK-zWjxLdI

Type 12: Parody or borrowed format

In this field, advertisements may apply to TV shows, films, or even other advertisements.
This is done to build a sense of familiarity in the audience, encouraging them to stay
engaged since the parody is typically focused on material that was once somewhat popular.
When advertisements imitate other advertisements, it is often done to ridicule them.

https://youtu.be/BBQqHKxDGmM