by: Karl Long
- the demo - “stain remover”
- show the problem - “i’ve fallen and I can’t get up”
- symbolize the problem - cold symptoms turn person into ogre
- symbolize the benefit - laxative and old faithful
- comparison - sh
- exemplary story - the vw crashing ad
- benefit causes story - Axe effect
- testimonial - real people losing weight
- ongoing charecters or celebs - Taco bell dog, or cavemen
- associated user imagery - people you want to hang out with, nike
- unique personality property - apple genius commercials, or dyson for the vaccuum
- parody or borrowed format - geico small house ad
see the video here on Slate
I wonder where viral falls into this? Where would the Ka’s Evil Twin fall? Or the Eppy Birds diet coke and mentos experiment? I think the Smirnoff Tea Partay is pretty much the “parody or borrowed format”.
Sorry for the dashed off post, i’m just getting ready to leave, but I thought this was very interesting.
Original Post: http://experiencecurve.com/archives/the-12-types-of-ads
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