1. R E V I E W O F T Y P E S 1 - 4
The 12 types of Advertising

2. 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.

3. 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.

4. Which is which?
Ginsu II
Allegra
Cornetto
Dads
Sweat
Web Vet
Parisian Love
Broken