12 Master Formats of Advertising
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| Donald Gunn |
The 12 master formats of Advertising were established by Donald Gunn back in 1978.
It consists of The Demo, Show the Problem, Symbolise the Problem, Symbolise the Benefit, Comparison, Exemplary Story, Benefit Causes Story, Testimonial, Ongoing Character or Celebrity, Associated User Imagery, Unique Personality Property and lastly Parody or Borrowed Format.
Nonetheless, there has been a shift in format trends in advertising. Advertisers now uses multiple formats as a synergy or fusion to maximise advertising effect on consumers or even customers. In essence, these days due to intensive competition in marketplace, there are also certain advertisements which do not regard to the 12 master formats of Advertising.
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