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 “show the need or problem“.
The “symbol, analogy or exaggerated graphic“.
The exemplary story.
The “benefit causes story“.
The”ongoing characters and celebrities.”
The symbol, analogy or exaggerated graphic-II.
The unique personality property.