1. T Y P E S 9 & 1 0 :
O N G O I N G C H A R A C T E R S / C E L E B R I T I E S
A S S O C I A T E D U S E R I M A G E R Y
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.

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. Ongoing Characters / Celebrities
 Is the person in the ad a famous movie star, singer,
athlete, etc.?
 Does the product have a well-known mascot such as
Ronald McDonald, the Energizer Bunny or talking
M&Ms?
 Advertisers know that linking popular people or
characters to the product increases "brand identity".
 When people see the character or the famous person,
they will often also think about the product.
 Some drawbacks to this type of advertising are
"spokesperson scandals" where the celebrity gets into
some kind of trouble, or with consumers who feel that a
mascot or character is too childish.

6. Ongoing Characters / Celebrities
 Arnold
 Brad
 Minions
 Colonel Sanders
 Plum tea

7. Associated User Imagery
 Show the product being used by people who are
either in the group you are trying to sell to (the
"target audience"), or to viewers who want to be
like the people shown using the product.
 This format is often used to sell alcohol, cosmetics,
technology and cars.
 It is hoped that viewers will see themselves acting out
the lifestyle they see in the commercial, and therefore
purchase the product.

8. Associated User Imagery
 Revel
 Bacardi
 Apple
 Coke

9. Which is which?
 Taylor
 Nike
 Battery
 PX
 Just do it

10. Review:
 How do you know if a commercial is an Ongoing
Character / Celebrity type?
 Explain what “Associated User Imagery” means.
 Why are celebrity ads effective?
 What is “brand identity”?
 Name a “spokesperson scandal”.
 What is a “target audience”?
 Name some ongoing characters and the products that
they sell.
 What are some companies that have used the
Associated User Imagery type.