Donald Gunn’s 12 types of

advertisements:
Type 1: The demo

Gunn’s first category of advert is the demo advertisement. This means that it is an
advertisement that gives a demonstration to the target audience on how their product
works or how to use their product.

Example: Gtech AirRam Cordless Vacuum Cleaner | Advert 60 seconds - YouTube

This advert is advertising a hoover; this advert fits into type one of Gunn’s twelve
types of advertising as the advert explains the features of the hoover and how to use it.
The man telling us the information about the hoover also explains its battery life and
how it help with everyday problems. This advert could also fit into type 2 as the
beginning of the advert shows the problems with other hoovers and how their product
eliminates those problems. As well as type 2, this advert slightly fits into type 4 as this
product is compared to a plunger.

Type 2: the need or problem

For the second category of Gunn’s twelve types of advertisement, he explains it as the
need or problem. This means that the advertisement will make it clear of the problem
with the older outdated product and then continue to say that their product will stop
this from happening and will help the consumer dramatically.

Example: Mr Muscle 2010 Ad - YouTube

This advert is advertising a cleaning product; this advert fits into type two of Gunn’s
twelve types of advertising as the advert begins with showing the hard work it takes
for a plunger to clear a blocked drain. Shortly after the advert begins to explain how if
you use the Mr Muscle drain blocker, your drain will be unblocked in an instant. This
advert could also fit into type one as it explains how it works as well as type nine as
the exaggerated character is demonstrating the product. As this product continuously
uses the same character, it will evidently fit into type eight.

Type 3: symbol, analogy or exaggerated graphic

Type three of Gunn’s twelve types of advertisement are adverts that use a symbol,
analogy or exaggerated character to demonstrate a problem or solution. This typically
means that the advert will use a cartoon character to represent a hidden problem such
as an illness or any medical problem.

Example: Benylin Mucus Cough Advert - YouTube

This advert is advertising a medicine called Benylin mucus cough; this advert fits into
type three of Gunn’s twelve types of advertising as the advert contain an exaggerated
graphic to represent a problem; in this case a chest infection. The exaggerated graphic
in this advert is a green monster that clings on to the protagonist chest and does not let
go. This makes it clear to the consumer that the green monster is representing a mucus
cough as the green colour is the colour of mucus and by the monster latching onto the
chest of the protagonist the consumer gathers the idea that it is representing a cough.
This advert could also fit into type two as it shows that if you take their product your
problem will go away.

Type 4: comparison

Type four of Gunn’s 12 types of advertisement states that the advert will contain a
comparison of the company’s product and another product; highlighting that the
company’s product is superior to the other product. This advert is often used with
common appliances that every household own such as plungers, hoovers and other
household equipment. This advert also could be comparing old technology to new,
more updated technology.

Example: Aldi Tea Advert - YouTube

This advert is advertising Aldi’s best prices compared to other shops prices. This
advert fits perfectly into type four of Gunn’s twelve types of advertising as the advert
compares its prices to other major supermarkets prices, stating that their price is better
than any other supermarkets price. This advert type is commonly used to boost their
product so the consumer physically sees the differences within their product and other
products. This advert also could fit into type 7 as someone is explaining the
company’s product.

Type 5: exemplary story

The fifth advert type in Gunn’s twelve types of adverts is exemplary story. This
means that the advert tells a story and how the product will fit around the story. Gunn
says “a situation where you’d use the product and be very glad for it”. This advert is
often used in car advert to show the consumer that their car is durable to crashes and
will save your life.

Example: Always wear a seatbelt - Backwards road safety advert - YouTube

This advert is raising awareness to the target audience to always wear a seatbelt. This
advert fits perfectly into type five of Gunn’s twelve types of advertising as the advert
creates a story of three friends having fun and entering a car. Once in the car the
friends do not apply their seatbelts and after a short drive, they crash. This advert type
usually shows how the product will help the consumer’s life. By telling the story it
helps the audience to connect to the advert feeling immersed in the advert.

Type 6: benefit causes story

The sixth advert type explains that the benefit of the product will cause the consumer
to act / be like the story the advert is telling. This is commonly usd amongst all advert
types.
Example: Red Bull Gives You Wings — World of Red Bull Commercial - YouTube

This advert is advertising an energy drink. In this advert, we see a group of

Type 7: tell it

The seventh type states that someone will explain to or tell the consumer about the
product. This is commonly used with products such as mobility products for the
elderly as they are more likely to buy something once hearing it from a customer, as
they are less likely to trust the company.

Example: Mobility Solutions New TV Advert - YouTube

This advert is customers telling us the benefit if the company’s product. This fit
perfectly into type seven as the advert has customers who use the product to explain
how the product works and the benefit.

Type 8: ongoing characters and celebrities

The eighth type of advertisement states that there will be a reoccurring character or
celebrity that will be familiarised with that company. This is commonly used with
perfumes and aftershave product however; most cleaning product adverts will use the
same idea.

Example: https://youtu.be/4TWAMQRBSNw

This advert is advertising a cleaning product called Mr Muscle. In the advert, we see
the same character appear known as Mr Muscle. This allows the target audience to
quickly identify the product in stores and on TV. Therefore using guns 8th type of
advertising.

Type 9: symbol, analogy or exaggerated graphic

The ninth type says that a symbol analogy or exaggerated graphic will demonstrate
the benefit of the product.

Example: Gaviscon - Heartburn & Indigestion TV Commercial - YouTube

In this advert, we see someone struggling with heartburn then when they take the
medicine that is being advertised we see two exaggerated graphics dressed as firemen
jump down the persons throat and relieve him of his pain. Therefore fitting perfectly
into gunns 9th type.

Type 10: associated user imagery

The tenth type says that a person will showcase the type of product hoping that the
audience associates with the product they will often be over exaggerated characters.
Example: Commercial Advert -- Freederm Skin Care 2011 - Good Morning Freedom
BY Blue Mink Roger Cook - YouTube

In this advert, we see teens using a spot cream that clears their skin overnight. This
uses teens a the exaggerated character as it is stereotypical of teens to have spots and
want a quick solution to things. Therefore this advert fits perfectly into gunns 10th
type.

Type 11: unique personality property

This type says that the product will have something to do with it heritage for example
a British tea or Japanese technology.

Example: https://www.youtube.com/watch?v=8cipMoGKXGE

This advert is about a British tea and the advert says “Yorkshire a real cup of tea” by
saying this they are saying only real cup of tea is made in Yorkshire therefore fitting
into type 11 of gunns 12 types of advertisements.

Type 12: parody or borrowed format

The final type of advertisement states that there will be an advert using another
adverts tradition for a comedic effect to the audience.

Example: https://youtu.be/x89xAXHd2l8

In the begging of this advert we think it’s a typical lynx advert however when the
protagonist changes his glasses we realise it is a parody advert taking the micky out of
lynx for their advert. Therefore, this advert fits perfectly into gunns final type of
advertisement.