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Executional Style

Executional Style

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Executional Style

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  1. Executional Style IA

  2. Housekeeping • To do: • F: Adv in Latin America (evaluation and situation analyses) • Extra credit activities • Capoiera • Islam week • Jewish awareness month

  3. Executional Style and Culture • Purpose is to review the basic advertising forms to determine which ones are culturally specific.

  4. Things to Remember • There are a number of subdivisions within a particular form. • An ad may represent more than one main form or subcategory. • Forms can be recognized in layers; but there is a dominant form. • The underlying tone of an ad may represent another form. • Some combinations are found more often than others.

  5. 8 Groups of Classification of Advertising Forms Worldwide • Announcement • Display • Association Transfer • Lesson • Drama • Pure Entertainment • Imagination • Special Effects

  6. Announcement • Presentations of facts, no use of people • Subdivisions are: • Pure presentation • Factual explanation • Product message • Corporate presentation, documentary

  7. Pure Display(s) • Include all forms that are based primarily on a product’s appearance, rather like a product in a shop window or showroom.

  8. Association Transfer • The product is combined with another object, person or situation, or an environment Subdivisions are: • Lifestyle • Metaphor • Metonymy (transfer meaning of the original object to the brand) • Celebrity Transfer

  9. Lesson(s) • Are direct communication, presentations of facts and arguments, meant to lecture the audience. • Subdivisions are: • Presenter • Endorsement and Testimonial • Demonstration • Comparison and Analogy • How to …. • Dramatized lesson

  10. Drama • Entails the interplay between two or more people. Subdivisions are: • Slice-of-life • Problem-solution • Vignettes • Theater (not true to life, acted as in a theater)

  11. Entertainment • Is indirect. It can be in the form of musicals, show, comedies, slapstick humor, horror or satire. • Subdivisions are: • Humor • Play or Act around the Product

  12. Imagination • Often used for children’s products. Covers cartoons or film and video techniques that depict events experienced as non-realistic.

  13. Special Effects • Covers all sorts of artistic elements, animation, cartoons, camera effects, recording and video techniques, music, and tunes.

  14. Distribution of the styles are related to culture • Lesson style is a part of the Anglo-German culture. • Comparative advertising fits only I-M- and weak UA • “Soap opera” style of drama – based on real-life drama – US, UK, and Germany • Theatrical drama – part of southern European countries • P & G, J&J use one basic form, is this always the best fit?