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良い広告は12の類型に分類される

After much research, Donald Gunn, creative director for the advertising agency Leo Burnett, determined that nearly all good ads fall into one of 12 categories -- "master formats," in his words.This slide show presents some recent ads exemplifying each of Gunn's 12 basic categories.

例によってdiggからの記事。読んでないけどとりあえずリストアップしてみる:

  1. "demo"
  2. "show the need or problem"
  3. "symbol, analogy or exaggerated graphic"
  4. "comparison"
  5. "exemplary story"
  6. "benefit causes story"
  7. "tell it," presenter, testimonial, or "A-tells-B"
  8. "ongoing characters and celebrities"
  9. "symbol, analogy, or exaggerated graphic" demonstrating a benefit of the product.
  10. "associated user imagery"
  11. "unique personality property"
  12. "parody or borrowed format"

で、途中は読んでないけど最後のメッセージは印象に残る:

To me, the 12 formats serve equally well as a weapon of defense for the consumer under assault from endless advertising messages. It's like learning how a magic trick works: Once the secret's revealed, the trick loses all its power.

超訳→「私にとってこの12の類型は、延々と続く広告メッセージによる攻撃から消費者を守る武器ともなる。それは手品を学ぶ過程と似ていて、一度タネがバレたらもう効かない」