Donald Gunn - 12 types of adverts

Donald Gunn has stated that there are 12 types of adverts, which most adverts will fall in (usually 2-3) . Where they will fall in depends on the product,the audience and the purpose of the advert, for example to boost sales or launch a new product.

Type 1 - The Demo:

Demo adverts demonstrate products capabilities and benefits of the product promoted.
For example Apple adverts:

This advert tries to sell Iphone by demonstrating advantages and benefits of having an Iphone and therefore it would be considered as type 1 advert -the Demo.











Type 2 - The problem:

This type of advert focuses on problems that someone might face in their everyday life and then the product is introduces as a remedy, These adverts are very relatable for the viewers and therefore often are very effective.
For example EE advert:

This advert highlight the problem that many people might face - slow internet and then EE's 4G is introduced as a remedy and solution to the problem.













Type 3 - Symbolise the problem:

This type of advert is similar to previous one, however instead of showing the actual problem it is presented through analogy or exaggerated graphic . Therefore adv does not show the problem itself, instead it shows exaggeration of the problem or a symbol that is mean to represent the problem.
For example Nasonex advert:

This advert exaggerates the problem of allergy, as it shows people leaving the planet in order to get rid of their allergies and then the Nasonex is introduced as a remedy and the problem is resolved.










Type 4 - Comparison:

This type of advert compares your product with competitors product. where your product is more superior.
For example Aldi advert:

This advert is a parody of John Lewis' man on the moon advert. Aldi are comparing their telescopes to the ones sold in John Lewis, and the ones Aldi are selling are superior to  the ones sold by John Lewis, as the ones from Aldi are cheaper.










Type 5 -Examplary story:

This type of advert have narrative in which the product is needed.  In Gunn's words, the key is to create "a situation where you'd use [the product] and be very glad for it."
For example Volkswagen advert:

This advert shows two people in a Volkswagen car and then they get into accident, however because they were driving Volkswagen car they have got no injuries, therefore the advert is selling Volkswagen car as the safest car and therefore people will be glad for it.









Type 6 - Benefit causes story:

This type of adverts takes the benefit of the product and creates a story around it , usually quite exaggerated. These ads usually focus less on the product, usually only showing the product at the end of the advert.
These adverts are quite rare, however the vague example can be Lynx advert:

In this advert we get women flocking to the man, as he smells good, due to benefit of lynx, There is not much of a story before the use of the product.












Type 7 - Testimonial :

This type of advert usually involves one kind friend or neighbor  telling another about the benefits of a product and how it has helped them.
For example Confused.com advert:

This advert talks to the viewer and they tell the audience how using Confused.com has improved their lives.













Type 8 - Ongoing character or celebrity :

This type of advert is likely to use celebrity in order  to build strong brand identity in the eyes of consumer. Consumers are more likely to watch an advert with their favorite celebrity in it, as well as the audience becomes aware of the product immediately.
For example Compare the market advert:
In this advert Compare the market have used Arnold Schwarzenegger which would suggest that the consumer will learn to associate  Schwarzenegger with compare the market and therefore will be more likely to use their service.












Type 9 - Associated user imagery :

 This type of advert includes people that would be associated with the promoted product, for example beauty products will have "perfect" looking women.
For example Old spice advert:

In this advert man is addressing woman saying their other half's would be as amazing as him, if they use old spice.















Type 10 - Unique personality property :

These types of adverts highlight something that will make the product stand out, this type of adverts is usually used to promote technology.
For example Dyson Ball advert:

This advert is showing off flexibility of design which is unique to Dyson.














Type 11 - Parody or borrowed format :

Parody or borrowed format adverts use reference to TV shows, films and even other adverts. However they are not very common as parody adverts can be viewed as lazy option