3. Communication
As the relationship between people and brands begin to change from a
from top down paternalistic structure to a more communal and inclusive
structure its important to think about what tools of persuasion we're used
and continue to be used to get the into the mind and heart of the
consumer.
3
4. Breakdown
• There are 12 styles of Ads.
• There are 3 subdivisions.
• These ads appeal to our sense of reason, emotion or some
combination of the two.
• They depend on our understanding of historical and current
culture.
4
5. • Intended Effect – Life beats to its
own drum. We’ll help you get the
most out of it.
• These spots tend to show
imagery that is shot in a
documentary style while an
insightful voice describes the
scene or the way in which life
works. The audience is asked to
look at life from another angle.
• Depending on the nature of the
material this style type may focus
on something that often gets
overlooked or it may offer a new
way to see something familiar.
• Dominate Persuasion Tool:
Reason
5
7. • Intended Effect – To appeal to
the viewers desire to better.
• These ads often showcase a
character in a familiar yet
precarious or exalted situation.
• Often a voiceover serves to
highlight the characters plight or
auspicious situation .
• If only you had product x you’re
life would be better
• Dominate Persuasion Tool:
Reason & Emotion
9. • Intended Effect – We did it.
You can do it too. Do
something.
• These spots are designed to
empower your viewer. After
seeing a call to action spot
you should feel like you can
accomplish whatever task
you need to complete.
• Dominate Persuasion Tool:
Emotion
11. • Intended Effect – We’re better
than them.
• These spots are fairly straight
forward. You highlight a
feature(s) your competitor lacks
and used this as the reason for
someone to get your product.
• Because of the direct nature of
this style humor tends to work
well.
• Dominate Persuasion Tool:
Reason
13. • Intended Effect – We’re Cool and Authentic.
They add credibility to a spot. They bring the “I
can’t believe it’s you” effect.
• A celebrity can be added to any Ad type.
• When a proper celebrity is chosen they can
penetrate the initial wall of distrust for a
product.
• A celebrity can not do all the heavy lifting of a
product nor should they be expected to, but
they can give a product precious few moments
in a persons consciousness. These additional
moments are extremely valuable in a fast
interconnected world.
• The product itself will have to do the heavy
lifting.
• Celebrity Bomb gets its own category because
of the unique roll celebrities play in the publics
consciousness.
• Dominate Persuasion Tool: Emotion
15. • Intended Effect – Isn’t
Everything Cool, Pretty,
Awesome, etc. - “Wish you
were here”
• The focus of this is deluge the
viewer with a collection of cool
and/or provocative imagery.
The intention is to make the
viewer feel a sense of yearning
and absence.
• Dominate Persuasion Tool:
Emotion
17. Reality Twist
We are attracted to wonder and a sense of the unknown. Tweaking reality
to showcase and idea is very popular. So popular that I divided this type
into three sections:
17
1
2
3
Reality Twist - Singing
Reality Twist - Metaphor
Reality Twist - Evolution
18. • Intended Effect – We live in
strange beautiful world.
• Take a second and think about life
anew.
• Take familiar imagery and create a
new world that reframes how you
think about a product/brand.
• Dominate Persuasion Tool:
Emotion
20. 20
• Intended Effect – Life may be
challenging, but we’ll find a
way.
• Having people sing that you
would’t normally find singing.
• Embrace the quirks of life or
embrace your inner quirk.
• Dominate Persuasion Tool:
Emotion
22. • Intended Effect – We’re ready for
change. We’re solid amidst the
change.
• These spots often used for
establish brands like Mercedes,
GE, Guinness, Etc. They both
display the longevity of the brand
and the brands ability to either
adapt or persevere depending on
what the campaign wants to
emphasize.
• Dominate Persuasion Tool:
Emotion
22
24. • Intended Effect – Our product is
so impressive just see how it
works.
• The objective of this style is to
wow your viewer by showing the
product in action.
• The key idea is to give the
viewer a sense of transparency.
• These spots exude confidence
of the product itself.
• Dominate Persuasion Tool:
Emotion + Reason
24
26. • Intended Effect – A price or
feature that can’t be beat.
• The main goal of a price point
spot is for the viewer to come
away knowing about key
feature or a new offer/deal
about the product.
• They have a tendency to be
the least exciting spots, but
that certainly is not mandatory.
• Dominate Persuasion Tool:
Reason
26
28. • Intended Effect – We
Understand you.
• Slice of life spots
emphasize the human
impact of a brand.
• They appeal to our sense
of connection.
• Technology companies
tend to use to them as
way to bring humanity to
1’s and 0’s.
• Dominate Persuasion
Tool: Emotion
28
30. • Intended Effect – We’re
honest. Trust Us.
• Truth Ads are about getting
across information to the
viewer. It is usually done with
straight to camera talk.
• The idea is to show the
viewer you have nothing to
hide.
• Dominate Persuasion Tool:
Reason
32. • Ads styles can be
combined.
• Combining Styles
increases the
entertainment factor.
• Dominate Persuasion
Tool: Emotion + Reason
*
*Even when combining styles ultimately one style is most dominate
34. An Ad is a form of communication.
The idea of what constitutes an Ad has shifted.
Everything has the potential of being an Ad.
It all matters.
The ultimate goal is to connect and engage your audience.
The tools to reach your audience have increased.
But, when you want people to think a certain thing about a certain product,
You’re going to have decide on a style.
34
