There are exactly 12 kinds of ads. This is No. 10

Donald Gunn, creative director for the advertising agency Leo Burnett has determined that nearly all good ads fall into one of 12 categories—or “master formats,” in his words. Slate magazine has a story on them.

The demo.

The “show the need or problem“.

The “symbol, analogy or exaggerated graphic“.

The comparison.

The exemplary story.

The “benefit causes story“.

The tell-it.

The”ongoing characters and celebrities.”

The symbol, analogy or exaggerated graphic-II.

The associated user imagery.

The unique personality property.

The parody or borrowed format.

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