Reflection on Gunn's 12 Ad Formats

I’ve learnt that an effective ad doesn’t only rely solely on its visuals in design, but more precisely on these 12 ad formats:

1)   The Demo (a visual demonstration of the products capabilities)

2)   Introducing the need and a problem (and then it’s solution: product being sold)

3)   The Symbol, Analogy, Exaggerated Graphic - Problem (to demonstrate a problem or solution)

4)   Comparison (the product is claimed as superior to competitors)

5)   Exemplary story (weaves a narrative that helps illustrate the products benefits)

6)   Benefit causes story (a tail of events caused by product’s benefit)

  

7)   Tell it (credible testimonial by presenter)

8)   Characters and Celebrities (to help strengthen a brands identity)

  

9)   The Symbol, Analogy, Exaggerated FX - Benefit (to show the benefit of the product)

10)  User imagery (showcases the type of             people associated with the product)

11)  Unique Personality Property (highlights products uniqueness)

12)  Parody or borrowed format (movie parodies, TV shows even other ads)

It is hard to say which one is commonly used because most ads today use a fusion of more than one format. These formats are parallel to the messages they give, however some messages may be exaggerated to get the customers attention.