Executional Style

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
  products 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 childrens 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, JJ use one basic form, is this always the
  best fit?