Brief 3 - TV Advertisements

There are 12 types of advertising videos, that where define my Donald Gunn, who worked for advertising agency Leo Burnett as there creative director. In his time as the creative director he defined these 12 types as follows.

1. The Demo. This is a visual demonstration of a product's capabilities.

Apple - TBWA

2. Show the need or problem. First, it is made clear that something's not up to snuff in the consumer's life. Then, the remedy is introduce —which is, of course, the product that is being sold.

Cingular - BBDO

3. Symbolize the problem. This time, you employ a "symbol, analogy, or exaggerated graphic" to represent the problem.

Theraflu - Saatchi & Saatchi

4. Comparison. Here, the spotlight's on the claim that the product is superior to those of the competitors.

Charles Schwab - Euro Rscg Worldwide-new York

5. Exemplary Story. These ads weave a narrative that helps illustrate the product's benefits.

Volkswagen Group - Crispin Porter + Bogusky

6. Benefit Causes Story. Conceive the ad back-to-front, by imagining a trail of events that might be caused by the product's benefit.

Unilever - Bartle Bogle Hegarty

7. Tell It—also known as "presenter," "testimonial," or "A-tells-B."

United Parcel Service, Inc. - Doner

8. Ongoing Characters and/or Celebrities. The use of a recurring character, or celebrity, can help cement a brand's identity into the viewer's brain.

Compare The Market - Vccp

9. Symbol, Analogy, or Exaggerated Graphic demonstrating a benefit of the product.

Starbucks Corporation - BBDO New York

10. Associated User Imagery. The advertiser showcases the type of people it hopes you'll associate with the product.

Nike, Inc. - Wieden + Kennedy

11. Unique Personality Property. These spots highlight something indigenous to the product that will make it stand out.

Dyson - Dyson Appliances Limited

12. Parody or Borrowed Format. This is a popular approach for a modern audience.

Geico - The Martin Agency

After researching and looking at adverts I feel that, though they are fascinating and powerful in conveying a meaning; this brief has not excited me as much as the music video has. Therefore I don't think I will be creating TV Advertisements for my Advanced Portfolio.

Reference
Website

Raszl, I. (2007). 12 Kinds of Adverisements. [Online] Ads of the World. Available from: http://adsoftheworld.com/blog/ivan/2007/jul/24/12_kinds_of_advertisements [Accessed 23 June 2012].
(2004-2012). [Online] Coloribus. Available from: http://www.coloribus.com/ [Accessed 23 June 2012].