Advertising

1. Donald Gunn’s 12 Types of
Advertising
KAYLEIGH

2. The Demo
 Demo advertising demonstrates how a product works. It demonstrates advantages
and capabilities of the promoted product. Demo advertising usually falls into two
categories – hard sell and soft sell. Hard sell is often quite repetitive and presented
in an aggressive manner, whereas soft sell uses simple presentation.
 For example, the new ‘animoji’ feature on the new apple products,
demonstrates how the new feature works.

3. Show the need or the Problem
This type of advert focuses on problems that people might face day to day
and how their product can help them. These adverts are relatable to
audiences. The problem the character is facing is fixed by the product being
advertised.
For example, the slow internet connection on the EE fast 4G advert. The character has slow
internet and is frustrated, but then is introduced to the new EE 4G and his problem is solved.

4. Symbolise the Benefit
Similar to showing the problem, this type of advert draws on or exaggerates the
benefits of the promoted product.
This advert shows that he’s in a lot of pain
but takes the medicine and is in perfect health

5. Comparison
This type of advert compares two products together, to show
the superior product. Advertisers need to be careful when using
this type of advertising, as they could end up promoting the
competitors product more.

6. Examplary Story
This type of advert uses a narrative, where a person would need to
use the advertised product. The story captivates the audience
because it uses a beginning, middle and end.
This might be difficult as adverts are only short, so it will be hard to fit
in all the necessary information.
In this advert we see a crash – the air bag saves
their lives – creates an example as to where this
product would be needed.

7. Benefit Causes Story
These adverts take the benefit of a product and create a story out of it, which is typically
quite exaggerated. These adverts usually don’t focus primarily on the product, and usually
only shows the product at the end, keeping the viewers engaged as they will want to find
out what is being advertised. This type of advertising is similar to ‘exemplary story’, except
the product is only revealed at the end.
Lynx chocolate man advert focuses
more on the story, and only really
shows the product at the very end.

8. Testimonial
This type of advert involves one friendly person telling another about the
benefits of a product/service and how it has helped them. the product is
being advertised by a person who has experience of the product, or have
used it.
Beagle street life insurance advert.
She tells him how good it is and
persuades him to get it.

9. Ongoing character or celebrity
These adverts use celebrities or memorable characters to build a strong brand identity.
Audiences familiarise celebrities with these adverts and so are aware of the product
immediately.
This form of advertising could have some drawbacks as the celebrity used could involve
themselves in some sort of scandal, which would affect the brand identity.
Compare the market and
Muller corner yoghurt advert.
Celebrity association and
memorable characters which
are familiar to an audience.

10. Analogy/Symbol
Analogy in advertising is a way of strengthening brand perceptions. This type
of advertising doesn’t directly promote a brand or product, it delivers a
message in a more creative way.
A symbol uses a logo or image to represent something else.
An analogy tells a story to represent something else.

11. Associated User Imagery
This type of advertising includes people that would be associated with
promoted product. For example, beauty adverts would include ‘perfect’
looking people.
Old spice – this advert addresses women
saying their other half would be as amazing
as him if they use this product.

12. Unique Personality Property
These adverts highlight something about their product that makes it stand
out – these adverts are usually used to promote a type of technology. This
type of advertising highlights what is good about the product and why it
stands out to other products.
For example, the Dyson Ball advert – shows off the new ball
feature, making it stand out against other
hoovers.

13. Parody/Borrowed Format
These adverts reference TV shows, films or other adverts. They are not often
used as they are seen as a lazy option. This type of advertising slightly
changes the format of the advert, as to include the product that is being
sold. Advertisers would take advantage of the fact that viewers would most
likely be familiar with the format being shown.