The Top Ad types

Ways of Viewing

John Berger (1972)2

CommunicationAs the relationship between people and brands begin to change from a from top down paternalistic structure to a more communal and inclusive structure its important to think about what tools of persuasion we're used and continue to be used to get the into the mind and heart of the consumer.

3

• There are 12 styles of Ads.

• There are 3 subdivisions.

• These ads appeal to our sense of reason, emotion or some combination of the two.

• They depend on our understanding of historical and current culture.

4

Breakdown

• Intended Effect – Life beats to its own drum. We’ll help you get the most out of it.

• These spots tend to show imagery that is shot in a documentary style while an insightful voice describes the scene or the way in which life works. The audience is asked to look at life from another angle.

• Depending on the nature of the material this style type may focus on something that often gets overlooked or it may offer a new way to see something familiar.

• Dominate Persuasion Tool: Reason

5

Examples

6

Norwegian Cruise Line Nissan Cisco

• Intended Effect – To appeal to the viewers desire to better.

• These ads often showcase a character in a familiar yet precarious or exalted situation.

• Often a voiceover serves to highlight the characters plight or auspicious situation .

• If only you had product x you’re life would be better

• Dominate Persuasion Tool: Reason & Emotion

8

Examples

Old Spice Direct TV

• Intended Effect – We did it. You can do it too. Do something.

• These spots are designed to empower your viewer. After seeing a call to action spot you should feel like you can accomplish whatever task you need to complete.

• Dominate Persuasion Tool: Emotion

Example

10

Nike

• Intended Effect – We’re better than them.

• These spots are fairly straight forward. You highlight a feature(s) your competitor lacks and used this as the reason for someone to get your product.

• Because of the direct nature of this style humor tends to work well.

• Dominate Persuasion Tool: Reason

Example

12

Apple

• Intended Effect – We’re Cool and Authentic. They add credibility to a spot. They bring the “I can’t believe it’s you” effect.

• A celebrity can be added to any Ad type.

• When a proper celebrity is chosen they can penetrate the initial wall of distrust for a product.

• A celebrity can not do all the heavy lifting of a product nor should they be expected to, but they can give a product precious few moments in a persons consciousness. These additional moments are extremely valuable in a fast interconnected world.

• The product itself will have to do the heavy lifting.

• Celebrity Bomb gets its own category because of the unique roll celebrities play in the publics consciousness.

• Dominate Persuasion Tool: Emotion

Examples

14

Adidas Verizon Gatorade

• Intended Effect – Isn’t Everything Cool, Pretty, Awesome, etc. - “Wish you were here”

• The focus of this is deluge the viewer with a collection of cool and/or provocative imagery. The intention is to make the viewer feel a sense of yearning and absence.

• Dominate Persuasion Tool: Emotion

Examples

16

Adidas O2 Barcadi

Reality Twist

17

We are attracted to wonder and a sense of the unknown. Tweaking reality to showcase and idea is very popular. So popular that I divided this type into three sections:

1

2

3

Reality Twist - Singing

Reality Twist - Metaphor

Reality Twist - Evolution

• Intended Effect – We live in strange beautiful world.

• Take a second and think about life anew.

• Take familiar imagery and create a new world that reframes how you think about a product/brand.

• Dominate Persuasion Tool: Emotion

Examples

19

Guinness Lacoste Epuron

20

• Intended Effect – Life may be challenging, but we’ll find a way.

• Having people sing that you would’t normally find singing.

• Embrace the quirks of life or embrace your inner quirk.

• Dominate Persuasion Tool: Emotion

Examples

21

Starbucks Direct TV Supercell

• Intended Effect – We’re ready for change. We’re solid amidst the change.

• These spots often used for establish brands like Mercedes, GE, Guinness, Etc. They both display the longevity of the brand and the brands ability to either adapt or persevere depending on what the campaign wants to emphasize.

• Dominate Persuasion Tool: Emotion

22

Reality Twist-Evolution

23

VodafoneGuinness Orange

• Intended Effect – Our product is so impressive just see how it works.

• The objective of this style is to wow your viewer by showing the product in action.

• The key idea is to give the viewer a sense of transparency.

• These spots exude confidence of the product itself.

• Dominate Persuasion Tool: Emotion + Reason

24

Examples

25

Burger KingBissellVolvo

• Intended Effect – A price or feature that can’t be beat.

• The main goal of a price point spot is for the viewer to come away knowing about key feature or a new offer/deal about the product.

• They have a tendency to be the least exciting spots, but that certainly is not mandatory.

• Dominate Persuasion Tool: Reason

26

Examples

27

Honda AldiNimble

• Intended Effect – We Understand you.

• Slice of life spots emphasize the human impact of a brand.

• They appeal to our sense of connection.

• Technology companies tend to use to them as way to bring humanity to 1’s and 0’s.

• Dominate Persuasion Tool: Emotion

28

Examples

29

Miller e-onGoogle

• Intended Effect – We’re honest. Trust Us.

• Truth Ads are about getting across information to the viewer. It is usually done with straight to camera talk.

• The idea is to show the viewer you have nothing to hide.

• Dominate Persuasion Tool: Reason

Examples

31

Mcdonalds Charles Schwab Dollar shave club

• Ads styles can be combined.

• Combining Styles increases the entertainment factor.

• Dominate Persuasion Tool: Emotion + Reason

*

*Even when combining styles ultimately one style is most dominate

Example (Combinations: Celebrity Bomb-Be this Guy-Price Point)

GE

33

The idea of what constitutes an Ad has shifted.

An Ad is a form of communication.

Everything has the potential of being an Ad.

But, when you want people to think a certain thing about a certain product,

You’re going to have decide on a style.

The ultimate goal is to connect and engage your audience.

It all matters.

The tools to reach your audience have increased.

34