Donald Gunn created the 12 types of advertising in 1978.

Type one: Demo

This is a visual demonstration of a products capabilities and shows benefit of
the product.

Type two: Show the problem

First, you make it clear that somethings not up to snuff in the consumers life
and you SHOW it. It isn’t enough to imply that there is a problem; the ad must
make it manifest. Then, the ad almost invariably introduces the remedy –
which is, of course, the product it’s selling.

Type three: Symbolise the problem

This format is much like the previous type, but this time. you employ a
“symbol, analogy, or exaggerated graphic” to represent the problem, thus the
ad doesn’t show the real problem or need; it shows an exaggeration of the
problem or a symbol meant to represent the need or problem.
Type four: Contrast with competition
Here, the spotlight’s on the claim that your product is superior to those of your
competitors.

Type five: Exemplary story “Show the actual benefit”

These ads weave a narrative that helps illustrate the product’s benefits. In
Gunns words, the key is to create “a situation where you’d use [the product]
and be very glad for it.

Type six: Benefit causes story

These ads use the benefit that the story causes to tell the a story – usually
one thats quite exaggerated. These ads focus less on the use of the product;
typically, the ad doesn’t the product until the very end, setting it up as the
answer to why something is the way it is in the story.

Type seven: Presenter testimonial “tell it”

This can take the form of a kindly neighbor or best friend spot, it can be a “real
person” testimonial, or it might be a classic talking-head ad.

Type eight: Ongoing character & celebrities

One big challenge when making an ad is to ensure that your brand “gets
credit” for the spot. The viewer may remember the ad just fine and yet forget
which brand it was for. The use of a recurring character or celebrity, can help
a brands identity into the viewers brain.

Type nine: Show benefit through a symbol, analogy, or exaggerated

graphic
Like the fifth type of ad, this type shows the benefit; this time, however, the ad
shows the benefit through a symbol or exaggeration.

Type ten: Associated user imagery

Here, the advertiser showcases the type of people it hopes you’ll associate
with the product. Often these people will be hip, funny, or good-looking
people. But sometimes the associated users are goofy or geeky – it depends
on the target market.

Type eleven: Unique personality property

These spots highlight something indigenous to the product that will make it
stand out. It could be the country of origin (a sports car boasting about
german engineering.

Type twelve: Parody or borrowed format

This is a popular approach these days, perhaps because pop-culture
references have become our common language. Recent ads have parodied
movies, TV shows – and even other ads. At its worst, a parody is a lazy way
to gin up some tepid humor. Done well, however, a parody can be both
memorable and hilarious.