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Ads present information to the audiences in a straightforward, boring, but mostly in an annoying manner.
~ If there is to much information thrown at the consumer, they will become bored, and tune the ad out. To prevent this, companies make their ads colorful, or eye catching.
~The placement of an informative ad is very important, because the ad needs to hit their target market.

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This lifts the audience beyond the real world by using realistic or irrational experiences.
~Common fantasy themes include sex, love, or romance.
~ Fantasy is popular among perfume and cologne ads.

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This when an ad displays how a product works.
~ It is a very effective way to communicate the product's benefits to viewer.
~ A famous example of demonstration is Swifter. In the ad Swifter is able to show what the product does, and what are the benefits of the product. This was very successful.

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The ad seeks to convince viewers regarding a brand's superiority . The ads employes doctors, dentists, engineers, or chemists to compare brands.
~Many authoritative ads include a scientific  or survey evidence.
~ Consumer reports ranks the company a brand the best.

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This is a costumer related a positive experience with a brand offers a testimonial.
~ Testimonials can enhance a company's credibility.
~Endorsers and famous people are not as effective for credibility, because consumers know they're reading from a script.

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30 second movie with a plot or story suggesting the brand is more at the periphery rather than at the center of the ad.
~ Subaru is famous for using this type of ad. In one of the commercials, it showed a father giving the keys to his daughter, and then reminiscing the past.
~ Superbowl Budweiser ads are another great example of storytelling. They showed the relationship of a calf and a dog growing up together and creating a strong bond.

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In these commercials, advertisers provide solutions to the everyday problems the consumers face.
~ Proctor & Gamble made the format  in the 50s.
~ The format contains four components; encounter, problem, interaction, and solution.

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It is a popular type of executional framework made with computer programs.
~Rotoscoping - This is the process facilitates digitally painted or sketched figure into a sequence, that allows actors and animations in the same frame.
~ Marketers shied away from using rotoscoping because they thought business people wouldn't take their ad serious.
two examples

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This signifies the manner in which an ad appeal will be represented and a message strategy conveyed.