Donald Gunn’s 12 types of Advertising

1. Type 1: Power Air Fryer

The Demo: This type of advert is a illustrates the promoted product’s ability and
benefits.
Power Air Fryer XL - Product Demo Long - High Street TV - YouTube
Power Air Fryer XL - Product Demo Long - High Street TV - YouTube
This advert demonstrates how the Power Air Fryer XL, by using the product on
common food examples. By giving its benefit of the product having a 400F and 1500-
WATT rapid stifling air technology, hibernating in its invented air chamber; that
gives a piping hot outcome of the food, as well as a crisp snap of an onion ring and
golden friend chicken wings etc. In addition, its main source of it being an invented
air chamber, causing the foods to have little to no oil, then an ordinary fryer that has a
depth of oil. Glorifying the fact that the product has fewer calories than a plain old
fryer; meaning that the target audience can eat their fried food, guilt free.
Furthermore, it gives the capability to having a digital quick touch panel, with
versatility of a safer Odor free alternative, to a deep fat fryer; relieving the audience of
how safe it is to eat etc. Finally, it expands on how versatile the air fryer is, showing
its 6 primary cooking functionalities; one of them is the high amount of food varieties,
from savoury foods to baking deserts.
However, this advert also fits into the type, comparison; as it contrasts your product
with competitor's product, to make the air fryer XL product seem superior.

2. Type 2: Corsodyl toothpaste

Show the problem: This type of advert focuses on the challenges that someone might
go through daily, then it introduces a product as a remedy.
Corsodyl 'Journey' TV Advert (2017) - YouTube

This advert shows first shows the problem: a metaphorical visual of this woman,
going through different stops on a train; of bleeding gums, bad breath, receding gums
and, the destination, tooth loss. This uses personal identification, as people may relate
to the symptoms, daily. This advert then presents the product, Corsodyl toothpaste to
the sufferers of the symptoms, so it saves and prevents them from that destination,
actual tooth loss, or more tooth loss.
Vanish and flash

Type 3: Strepsils
Symbolise the problem: This advert does not show the actual problem, it gives a
hyperbolic version of the problem, or a symbol that is meant to represent the problem.
Stop a sore throat early. Take Strepsils. - YouTube

This advert sets out a woman who is suffering from a sore throat; she is then visited
by a small animated blue neutral man, who suspects that she has a sore throat by her
physical symptoms. We then see the actual problem, vile colourful animated creatures
having a party in her red throat, symbolising that they are bacteria and viruses living
in her throat. The product, Strepsils, is introduced by the blue man advising the
woman to take the product. This then shows the vile monsters scream in fear and try
to hold in place of the throat once she took the Strepsils; the product instantly kills the
bacteria and viruses, and the outcome is a blue neutral soothing throat with no pain.
Showing that the blue man represented the resolution of the product, Strepsils.

Type 4: Aldi advert

Comparison: This type of advert aims to contrast your products with opposing
product, to create the assumption that your product is better.
Like Brands. Only Cheaper - ALDI TVC Campaign - YouTube
This advert exhibits the comparison of two shampoos, one, that is a 250ml bottle for
$5.44 in other supermarkets, whereas, at Aldi there is a 400ml bottle for $3.99.
Making clear to the audience that, the Aldi shampoo is better than any shampoo in
other supermarkets; as Aldis product is consists of more shampoo in millilitres,
meaning it is last longing and surprisingly cheaper, attracting the audience to their
product only.

Type 5: Transport for London

Exemplary Story: This advert includes a narrative in which the product is needed.

This print advert denotes of a teenager, with his eyes open, lying on a pavement in
road dirt, connoting that he is dead. The main highlight of awareness was the product,
earphones, as well as the adverbs “heard and hear”. Using personal identification with
the audience, particularly teenagers and young adults. Displaying that there is a bad
and effective outcome, when it comes to wearing headphones; while out in public:
using transport, walking on pavements and crossing roads etc. The theme utilizes the
fear mongering technique for the audience to stop, as many do not pay attention
audibly, out in public.

Type 6: Herbal Essences

Benefit Causes Story: This type of advert takes the sake of the product, and creates a
narrative around it, usually a bit exaggerated. Moreover, it normally focuses less on
the product, most of the time, only showing the product at the end of the ad.
Herbal Essences - Tropical Showers (2003, UK) - YouTube
This advert shows a woman in a tropical forest, jump from a tree into a waterfall pit.
Then starts to wash her hair, with continuous sensual noises, while washing it; this
can be seen in the repetition “yes, yes, ah yes,” indicating that the shampoo fragrance
is worthwhile and pleasurable. Whilst washing, we are introduced to jump cuts from
the woman to diverse types of fruits, teasing the ingredients of the now unknown
product. Planting interest and curiosity to the audience, of what shampoo product is
making her act this way. Finally, then furnishing the audience with the reveal of the
product.

Type 7: Dove
Testimonial: This type of advert requires one considerate or nearest friend, telling
another about the goods of a product, and how it has helped them.

Consumer Testimonial - Dove - Molly Burke - YouTube

This advert introduces a young women named Molly, giving her testimony of her
suffering from a disease called Retinitis-pigmentosa, that causes gradual loss of
vision, leading to a day that you will fully go blind, which unfortunately she came to
that stage. Since this big of a change, she sees and critiques the world through the
experience through touch. She then gets recommended Dove shower foam, from the
brand, Dove; she pumps the foam into her hands and expresses that it feels different to
anything that she has touched before. Proving to the audience that even a person that
cannot see, knows quality; with the adjectives “light, fluffy, weightless, moisturising,”
signifying how rich and endorsed the product is.

Type 8: Muller Corner

Ongoing character or Celebrity: This type of advert is likely to use a recurring
character or a celebrity, to construct a firm brand identity; so that the audience can
recognise the product immediately. Besides that, customers are more likely to watch
an advert with their favourite celebrity in it.
Nicole Scherzinger for Muller Corner Commercial - YouTube

This advert flaunts a celebrity, Nicole Scherzinger coming from a paparazzi ambush
to her car; this is intended to remind people that she is a celebrity, in a lavish
environment. In the car, she sighs over her busy life and then finds her, Muller Corner
yogurt to fulfil, as a coping mechanism, for her relaxation. This motivates the
audience, as they will now go and buy the product, because a celebrity uses it. She
cries out in ecstasy, as she gets aroused by consuming the product. This is seen in
“Oh, yes baby, yes, stop", intriguing the audience of how such a product can, make a
person behave in this way, making people test it out for themselves to see.
Scherzinger gets carried away and shouts “stop,” which misleads the driver into
pressing the break, making her nose get covered in the yogurt, accidentally. This is
the brand’s signature stunt, for the audience to familiarise themselves with its identity,
and how the humour entices the audience.

Type 9: JUST EAT

Symbolise the Benefit: This type of advert may consist of a “symbol, analogy, or
exaggerated graphic” illustrating a benefit of the product.
Manband | JUST EAT TV ad - YouTube
The advert parades a symbol in the form of a “man band,” singing a Chinese-
takeaway-themed hit in a parody of a classic “Everybody” from the Backstreet boys, a
boy band. The “man-band” demonstrates the benefits of the food app, JUST EAT;
incorporating different varieties Chinese foods, by assuring the audience that it will
“whet your appetite,” by the exaggerated graphic of rain pouring on one of the “man
band” members. This comedic and contagious jingle prompts the audience to get the
app, to see what the hype and magnification of the food is about.

Type 10: 1 Million Paco Rabanne

Associated User Imagery: This type of advert incorporates people that would reflect
the encouraged product.
1 Million Paco Rabanne (HD) - YouTube

The advert unveils a stereotypically “handsome man” that is a model; used to present
this perfume fragrance. The advert intends to the audience of men, that if you use this
fragrance, then your whole life will be a man’s world; this prompts the topic of
patriarchy. In the model's action by “a click of a finger,” you will dominate and get
everything you want, such as riches, fame, luxury items and most importantly a
woman to be sensual with you. This tempts men to consume this product, as it is a
desired life, that they want to have a bite into.

Type 11: iPhone Xr

Unique Personality Property: These types of adverts call attention to something that
will make the product shine; this type is normally to promote technology.
iPhone Xr Official Trailer - YouTube

This advert uncovers the new iPhone Xr, can shoot portraits with one single lens;
showing the audience how dynamic the iPhone has come a long way from 5 lenses to
1. It also relieves the consumers worries, as it presents that it is water resistant, and
has face id, assembling the security of the phone, away from dangers etc. Finally, its
versatility of an iPhone, gives manual cameras a run for their money as it has the new
feature of depth control. Assuring the audience that you do not need a camera, when it
comes to outings and artistry occupations, it is all there on a phone.

Type 12: Conservative final election broadcast

Parody or Borrowed Format: This type of advert references to TV shows, films, and
even other adverts.
Boris Johnson's funny Love Actually parody | Our final election broadcast - YouTube
This advert presents, the MP, Boris Johnson with a boom box, playing “Silent Night”
and cue cards on a UK citizen’s doorstep. Johnson, on the cue cards promises that if
he is Prime Minister, then he will get Brexit done by next year. Furthermore,
persuading the public to vote, with emotive language, saying that “you’re vote has
never been more important, or will make a difference.” At the end of the cue cards,
Johnson sends a heart-warming, “Merry Christmas” to the whole country. This whole
reference comes from a romantic-heart-felt movie, Love Actually. This expresses to
the whole country that Johnson has a heart and personality, drawing him to be down-
to earth and humble; persuading UK citizens to vote for him. The non-diegetic
soundtrack “Silent Night,” assists his movement by the festive symbol of cheer, spirit,
and love around the atmosphere, making citizens be at awe with Johnson.