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12 Kinds of Ads

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Kevin pointed this study out to me, thinking that youth workers might benefit from the article on the 12 types of ads as they concept, create and edit videos. Here's a clip from Slate hit the link for the show if you're interested:

After much research, Gunn determined that nearly all good ads fall into one of 12 categories—or "master formats," in his words. At last year's Clio Awards, I saw Gunn give a lecture about these formats (using ads mostly from the '70s and '80s as examples), and I was fascinated by his theory. I soon found myself categorizing every ad I saw on TV. It was a revelation: The curtain had been pulled back on all those sly sales tactics at the heart of persuasive advertising.

This slide show presents some recent ads exemplifying each of Gunn's 12 basic categories. With a little practice, you, too, will be ticking off the master formats during commercial breaks.

JG

posted by Joshua Griffin @ 3:07 PM |

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