I have been thinking about the advertising world a lot lately. Our recent experiment in running blog ads has left me mulling over a field I have long been curious about. In College, advertising was on the short list of potential careers (the creative side).
Then I came across this Slate article on the subject. Its essentially a crash course in the 12 advertising categories — "master formats — identified by Donald Gunn, creative director for advertising agency Leo Burnett.
Gunn decided to inject some analytical rigor into the advertising business: He took a yearlong
sabbatical, studied the best TV ads he could find, and looked for elemental
Here are the master formats:
12 Formats of Advertising
2. Show the need or problem
3. Symbol, analogy, or exaggerated graphic to represent the problem
5. Exemplary story
6. Benefit causes story
7. "Tell it"
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
Fascinating stuff . . .
There Are 12 Kinds of Ads in the World
Slate, Monday, July 23, 2007, at 12:19 PM ET
There were a couple of great graphics in the New York Times recently, explaining in some degree of detail, the machinations of the RMBS, CDO and CLO markets.
These are the packaged (and repackaged) holdings that are based upon the sub-prime mortgages that have been defaulting in such large numbers, and have been leading to hedge fund blow ups.
First up: todays front page article by Gretchen Morgenson: Mortgage Maze May Increase Foreclosures.
Graphic courtesy of NYTimes
Next up, the accompanying graphics to Floyd Norris’ The Loan Comes Due: