REVIEW OF TYPES 1 - 4

The 12 types of Advertising

Here’s what we’ve learned so far:

Donald Gunn was a Creative Director for Leo Burnett.

He developed 12 types, or “formats” of advertising.The “hard sell” technique uses repetition and tries

to pressure viewers into buying a product.The “soft sell” uses suggestions to try to persuade

viewers to buy a product.

Here’s what we’ve learned so far:

“Demo” shows a product and what it does.“Show the problem” tells viewers about how the

product can solve a problem and make their lives better.

“Symbolize the problem” turns the problem into a symbol, analogy, or an exaggeration.

“Symbolize the benefits” exaggerates the benefits that users can get from the product.

Which is which?

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