According to Gunn, for effective ad, 12 formats can be used to approach customers. All 12 formats can be applied on advertisement and sometimes an ad could comprises more than one of the formats. All 12 of them are widely use in advertisement but in different product categories. As an example, Celebrity is always used in ads for beauty-related products. Show the problem and symbolise the problem are similar but works differently; show the problem is only reminding customers their problem and tell them the product can solve their problem, however, symbolise the problem might make the problem looks severe to customer until they feel that they must have the product to solve their problem.
Besides Gunn's 12 Format, there are also many other formats used in advertising such as Facts and Figures. It is a format that ads provide a series of fact or statistic figures to convince their customers to buy a product or services. Another common format used in ad is Wit and Humour. People usually remember the ad that entertained them best, at the same time talk about it with their friends and families. Bandwagon is also used in ad to indicates that if you are not using the products, you're left out from the mainstream.
external reading materials:
http://mrshatzi.com/files/adtechs.pdf
http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
by Tiffany Tan Pei Ling
Moreover, Jump on the bandwagon promotion is also an advertising strategy. It is refer to the behavior of a consumer following a trend that is created by the need or want of the public. Besides that, when the public is influenced by a product, this creates an result, which in turn attracts new and unsuspecting potential consumers to desire the product as well. It is similar with “snowball effect”. A bandwagon propaganda is saying that everyone is doing it, and so should you. For example, everyone is listening to Gangnam style, so you will join the crowd.
ReplyDeleteFurthermore, another advertising strategy is Repetition. Repeating a brand name, product, and slogan over and over again in the same advertisement. It will makes people remember of the advertisement and will think of it. For example, Milo radio ad 2014 Malaysia, they are repeating their slogan over and over again.
Edited by: Chow Yee Chian