DONALD GUNN'S ADVERTISING STRATERGIES.

Gunn has differentiated twelve different advertising techniques which are most effective and commonly used in today's society.

1. Demonstration.

2. Show the problem.

3. Symbolise the problem.

4. Comparison with competition.

5. Exemplary story.

6. Benefit causes story.

7. Testimonial.

8. On going character, celeb, spokesperson.

9. Symbolise the benefit.

10. User associated imagery.

11. USP.

12. Parody / comedy content.

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Below are explanations and examples and on some images when clicked they lead to the actual video advert example.

1. Demonstration:

the product is shown in demonstration of how it optimally works, sometimes with a before and after to show the results. This is useful as it uses logos to show how the ad can be easily accessed and used in the everyday reality, the realness of the showcase makes the audience feel more connected to the product because they see it in use rather than just being shown off. A great example would be a washing detergent,

2. Show the problem:

the problem is shown in its situation and the product is is introduced as the remedy, these are usually shown to be relatable situations to the target audience so they are more likely to understand how the product will benefit them. An example of this this advert which shows why a dog owner would need the potential product they would advertise. The technique is pathos as it would remind them how they have coped with cleaning their dogs when they got dirty in the past and what a task it is, this would remind them that they need to buy more of the product if they were close to running out.

3. Symbolise the problem:

symbolising the problem is similar to 'showing it' but it includes representation so the audience can see how the product would help them easier. This is shown in the example below as the main character cannot see what the actual issue is, neither can the audience until they see it symbolised. The symbols will make the visualisation for the view easier to understand, it will make them remember what the actual stench of the item is and how they would cope in that environment. This will make them realise that they will benefit from the product in their lives.

4. Comparison:

when the brand or company compares their products or prices to their competitors to show that they are the best in the market or best value for money. These are great to directly show audiences that their product is easier to use or better value for money in the case below. Aldi have used this comparison technique across the board of advert types, with TV ads, billboards and in magazines as a part of their campaign They show different combinations of products and use it seasonally, with items used in Christmas dinner around Winter time as this would appeal to the mainstream audience due to the wide celebration of Christmas.

5. Exemplary story:

adverts which weave a narrative around how the product benefits the consumer, this uses pathos as a device to make the audience feel the need for that emotion. With holiday adverts, this often is used to make the viewer reminisce on a time they were happy in their own holiday experiences, they will miss this and gain the urge to have it again by going on holiday.

6. Benefit causes story:

when the benefit of the product causes a narrative of the advert. In this example the product is the narrative, without the product the boy would not gain the confidence to talk to the girls, this is used to show that you need the product and by using it the narrative in the advert will happen to you somehow.

7. Testimonial:

involves a friendly conversation between characters, where one recommends the product to the other and discusses how it has benefitted them. Or a real person directly sharing their same experiences with the camera. They use realistic roles to make them seem relatable to the target audience, below they advertise to the mainstream as the product of toilet roll is something almost everyone uses - if you have the luxury to own a TV to see the ad you will have the luxury of using toilet roll.

8. On going character, celeb, spokesperson:

a celebrity becomes affiliated with a specific brand so the brand marries their identity with the celeb. This gives them more publicity for example a social media influencer would post about the brand and an actor would wear the brand's clothes in their films. Seeing the celebrity associated with the brand makes the audience more subconsciously aware of the product's presence. I discuss this more in this post.

9. Symbolise benefit: adverts which symbolise the benefit of the product and how this will impact the consumer's life, they don't directly tell the audience but shows them.

10. User associated imagery:

the consumer identifies the brand with a specific image, icon or character. Many brands capitalise on this by selling products of their characters, for example the pgtips.co.uk uses the monkey and for comparethemarket.com meerkats are sold as merchandise of the company. They are used seasonally so the merchandise is always relevant, they are given different outfits and set in the adverts in these seasonal scenes. For example the characters will be used in Christmas adverts in scenes of Christmas day and during summer be on holiday.

11. USP:

when a brand or advert is specifically associated with something unique, this gives them a noticeable word of mouth presence. People discussing the ad makes the general public more aware of both the brand and product due to the uniqueness. The most popular British example is the 2007 Cabury advert, if you were to mention this to anyone who was of that age then they would understand and laugh. The iconicness has lasted for decades, this is what advertisers strive for, something that everyone would know.

12. Parody / comedy content:

when the product parodies content from other media, be that film, TV, or a popular song lyric or video. This is done to cause laughter the majority of the time which is one of the best ways to make an audience remember your advert and create a word of mouth. The best example of this in British history is the example above for USP, if you were to ask anyone who was around in 2007 about the advert then they laugh and reminice.