Thursday, July 26th, 2007 (
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It's interesting how knowing the
basic purpose behind the ad can help you prevent any manipulative attempts they make. It's a lot like watching a horror movie with the sound off. You completely destroy the maker's ability to control your response.
Be sure to check the link for the commentary and sample ads, but here's the abbreviated version:
- The "Demo" – The only purpose of this ad is to show you how a product is used.
- The "Demonstrate the problem" – Shows you a problem or need and the solution (their product of course).
- The "Problem Analogy" – An exagerated demonstration of the problem. Example: someone who has turned into a giant nose (alergies) who then becomes normal after taking medication.
- The "Comparison" – Explaining why their product is better than a competitor's.
- The "Exemplary Story" – Tells a story about a situation where you'd need their product. Think Onstar (who I hate for this reason)
- The "Benefit Causes Story" – Because of a product feature, a funny or interesting story happens. Usually, the event happens and the product benefit is the punchline. Example: street is crowded, riot police show up, national guard comes in, but it's just because everyone is checking out the new Lexus parked there.
- The "Testimonial" – A "friend" or demonstrator says why they use/recommend this product.
- The "Ongoing Character/Celebrity" – Think Mr. Clean, The Kool Aid Man, and the author's favorite (one of mine too), the Geico Cavemen
- The "Benefit Analogy" – Like the problem analogy, but the exaggerated picture or situation is related to the benefit this time. Example, mosquito repellant demonstrated by laser guided turrets protecting your lawn area by shooting down incoming insects.
- The "Associated User Imagry" – Show people that you want to be like with your product. Sports sponsors generally fit this profile. "Be like Mike, just do it! Nike."
- The "Unique Personality Property" – Demonstrates something unique about THIS particular product that makes it stand out from competitors. Now this one makes perfect sense. Entire marketing campaigns have been launched on a single feature that makes something stand out.
- The "Parody or Borrowed Format" – Making fun of another ad, situation, TV or Movie.
I would add one to the list though:
- The "Doesn't mean anything" – There's no point to this commercial other than to be comical and make you have positive feelings about the brand. Think, Taco Bell Chihuahua.
(H/T to
The Consumerist for the link)
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