Eleven Common Executional Styles for Advertising
Slice-of-Life - Depicts people in normal settings, such as at the dinner table or in their car. McDonald's often uses slice-of-life styles showing youngsters munching on French fries from Happy Meals on family outings.
Lifestyle - Shows how well the product will fit in with the consumer's lifestyle. as his Volkswagen Jetta moves through the streets of the French Quarter, a Gen X driver inserts a techno music CD and marvels at how the rhythms of the world mimic the ambient vibe inside his vehicle.
Spokesperson/Testimonial - Can feature a celebrity, company official, or typical consumer making a testimonial or endorsing a product. Sheryl Crow represented Revlon's Colorist hair coloring, while Beyoncé Knowles was named the new face of American Express. dell Inc. founder Michael Dell touts his vision of the customer experience via Dell in television ads.
Fantasy - Creates a fantasy for the viewer built around use of the product. carmakers often use this style to let viewers fantasize about how they would feel speeding around tight corners or down long country roads in their cars.
Humorous - Advertisers often use humor in their ads, such as Snickers "Not Going Anywhere for a While" campaign featuring hundreds of souls waiting, sometimes impatiently, to get into heaven.
Real/Animated Product Symbols - Creates a character that represents the product in advertisements, such as the Energizer Bunny or Starkist's Charlie the Tuna GEICO's suave gecko and disgruntled cavemen became cult classics for the insurance company.
Mood or Image - Builds a mood or image around the product, such as peace, love, or beauty. de Beers ads depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces portrayed passion and intimacy while extolling that "a diamond is forever."
Demonstration - Shows consumers the expected benefit. many consumer products use this technique. Laundry detergent spots are famous for demonstrating how their product will clean clothes whiter and brighter. fort James Corporation demonstrated in television commercials how its Dixie Rinse & ReUse disposable stoneware product line can stand up to the heat of a blowtorch and survive a cycle in a clothes washer.
Musical - Conveys the message of the advertisement through song. for example, Nike's ads depicted a marathoner's tortured feet and a surfer's thigh scarred by a shark attack while strains of Joe Cocker's "You Are So Beautiful" could be heard in the background.
Scientific - Uses research or scientific evidence to give a brand superiority over competitors. pain relievers like Advil, Bayer, and Excedrin use scientific evidence in their ads.
Lifestyle - Shows how well the product will fit in with the consumer's lifestyle. as his Volkswagen Jetta moves through the streets of the French Quarter, a Gen X driver inserts a techno music CD and marvels at how the rhythms of the world mimic the ambient vibe inside his vehicle.
Spokesperson/Testimonial - Can feature a celebrity, company official, or typical consumer making a testimonial or endorsing a product. Sheryl Crow represented Revlon's Colorist hair coloring, while Beyoncé Knowles was named the new face of American Express. dell Inc. founder Michael Dell touts his vision of the customer experience via Dell in television ads.
Fantasy - Creates a fantasy for the viewer built around use of the product. carmakers often use this style to let viewers fantasize about how they would feel speeding around tight corners or down long country roads in their cars.
Humorous - Advertisers often use humor in their ads, such as Snickers "Not Going Anywhere for a While" campaign featuring hundreds of souls waiting, sometimes impatiently, to get into heaven.
Real/Animated Product Symbols - Creates a character that represents the product in advertisements, such as the Energizer Bunny or Starkist's Charlie the Tuna GEICO's suave gecko and disgruntled cavemen became cult classics for the insurance company.
Mood or Image - Builds a mood or image around the product, such as peace, love, or beauty. de Beers ads depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces portrayed passion and intimacy while extolling that "a diamond is forever."
Demonstration - Shows consumers the expected benefit. many consumer products use this technique. Laundry detergent spots are famous for demonstrating how their product will clean clothes whiter and brighter. fort James Corporation demonstrated in television commercials how its Dixie Rinse & ReUse disposable stoneware product line can stand up to the heat of a blowtorch and survive a cycle in a clothes washer.
Musical - Conveys the message of the advertisement through song. for example, Nike's ads depicted a marathoner's tortured feet and a surfer's thigh scarred by a shark attack while strains of Joe Cocker's "You Are So Beautiful" could be heard in the background.
Scientific - Uses research or scientific evidence to give a brand superiority over competitors. pain relievers like Advil, Bayer, and Excedrin use scientific evidence in their ads.
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