There are only 12 kinds of ads. Resist them all! - By Seth Stevenson - Slate M... - The Diigo Meta page

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  Nearly all successful ads fall into one of 12 categories or "master formats,"--this slide show presents some recent ads exemplifying each.

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  • After much research, Gunn determined that nearly all good ads fall into one of 12 categories—or "master formats," in his words.
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  1978 Donald Gunn was creative director for advertising agency. determined th nearly all good ads fall into 1 of 12 categories or "master formats." I was fascinated by his theory, found myself categorizing every ad I saw on TV. slide show: 12 kinds ads.

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  • In 1978, Donald Gunn was a creative director for the advertising agency Leo Burnett. Though his position implied expertise, Gunn felt he was often just throwing darts—relying on inspiration and luck (instead of proven formulas) to make great ads. So, he decided to inject some analytical rigor into the process: He took a yearlong sabbatical, studied the best TV ads he could find, and looked for elemental patterns.
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  This slide show presents some recent ads that demo Gunn's 12 basic categories. You too will be glued to your set, ticking of the underlying formats during commerical breaks.
  
  

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  Gunn determined that nearly all good ads fall into one of 12 categories—or "master formats," in his words.

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