This document discusses two types of advertising: (1) Unique Personality/Property focuses on unique aspects of the product's founder or inventor to differentiate it from competitors. (2) Parody/Borrowed Format copies well-known media formats to surprise viewers with a product integration in place of the expected ending. When done well, parodies create buzz but can backfire if seen as lazy.

1. T Y P E S 1 1 & 1 2 :
U N I Q U E P E R S O N A L I T Y P R O P E R T Y
P A R O D Y / B O R R O W E D F O R M A T
The 12 types of Advertising

2. Here’s what we’ve learned so far:
 “Demo” and “Show the Problem” types sometimes use a “hard sell”
(aggressive and repetitive) technique.
 “Symbolize the Problem” and “Symbolize the Benefits” exaggerate
or turn ideas into symbols to sell products.
 Comparison ads show how your product is better than your
competitor’s product.
 Exemplary stories make the product part of a bigger story, and
can be very popular when done well.
 Testimonial ads use a “regular person” (someone who isn’t
famous) to recommend the product.
 Benefit Causes Story shows a story of what happens because
someone is using the product.
 Celebrities/Ongoing characters help relate a product with a
famous person or character that is easy to recognize.
 Associated User Imagery associates the product with a lifestyle
that consumers wish to have or identify with.

3. The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. Comparison
6. Exemplary Story
7. Benefit Causes Story
8. Testimonial
9. Ongoing Characters /
Celebrities
10. Associated User
Imagery
11. Unique Personality /
Property
12. Parody /
Borrowed Format
*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

4. The 12 Types of Advertising
1. Demo
2. Show the Problem /
Solution
3. Symbolize the Problem
4. Symbolize the Benefits
5. Comparison
6. Exemplary Story
7. Benefit Causes Story
8. Testimonial
9. Ongoing Characters /
Celebrities
10. Associated User
Imagery
11. Unique Personality /
Property
12. Parody /
Borrowed Format
*Few ads are ONLY 1 type – just like music, ads can be several types at the same time.

5. Unique Personality Property
 This type focuses on something or someone unique to the
product to show that it is different from its competitors.
This is usually done in two ways: by focusing on
something like the country/place the product is made in,
or by showing the founder of the company or inventor of
the product.
This is not to be confused with the "Celebrity" type of ad,
where a famous person is paid money to have the
product associated with their name or image. The unique
personality is actually involved with the company
or product, such as Bill Gates for Microsoft, Steve Jobs
for Apple, and so on.

6. Unique Personality Property
 Foster’s
 Richard Branson

7. Parody / Borrowed Format
 This type copies the format of other types of media, such as
movies, TV shows, or even other ads in order to be
funny/humorous.
 By changing the format slightly to include the product,
advertisers can take advantage of a format that the viewers
already know and surprise the audience with a different
ending than they expected.
 When done well, these ads are very successful because they
can create a lot of talk (or "buzz") around the product through
social media such as Facebook and Twitter. However, when
done poorly, this type can appear lazy as parodies are
considered easy to do, and actually hurt product sales.

8. Parody / Borrowed Format
 Star Wars
 Cheetah

9. Which is which?
 Noodles
 Diving
 Dyson
 Locksmith
 Perfume
 Colonel Sanders

10. Review:
 What is the difference between Unique Personality /
Property and Celebrity / Ongoing Characters?
 What are some advantages of Parody / Borrowed
Format type of advertising?
 What are some disadvantages of the two types shown
today?