COMMON ADVERTISING EXECUTIONAL STYLES

Slice-of-Life Depicts people in normal settings, such as at the dinner table or in their car. McDonald's often uses slice-of-life styles showing youngsters munching french fries and Happy Meals on family outings.

LIFESTYLE Shows how well the product will fit in with the consumer's lifestyle. As their Volkswagen Jetta moves through the streets of the French Quarter, the Gen X drivers plug in a techno music CD and marvel at how the rhythms of the world mimic the ambient vibe inside their vehicle.

Spokesperson/ Can feature a celebrity, company official, or typical consumer making a

Testimonial testimonial or endorsing a product. Sarah Michelle Gellar, star of Buffy the Vampire Slayer, endorses Maybelline cosmetics while country singer Shania Twain introduced Revlon's ColorStay Liquid Lip. Dell Computers founder Michael Dell touts his vision of the customer experience via Dell in television ads.

FANTASY Creates a fantasy for the viewer built around use of the product. Carmakers often use this style to let viewers fantasize about how they would feel to be speeding around tight corners or down long country roads in their cars.

Real or animated Creates a character that represents the product in advertisements, such as the

Product Symbols Energizer bunny, Starkist's Charlie the Tuna, or General Mills' longtime icon, Betty Crocker, redesigned for the new millennium.

MOOD OR Builds a mood or image around the product, such as peace, love, or beauty.

IMAGE DeBeers ads depicting shadowy silhouettes wearing diamond engagement rings and diamond necklaces portray passion and intimacy while extolling that a "diamond is forever."

DEMON- Shows consumers the expected benefit. Many consumer products use this

STRATION technique. Laundry detergent spots are famous for demonstrating how their product will clean clothes whiter and brighter. Fort James Corporation recently demonstrated in television commercials how its Dixie Rinse & ReUse disposable stoneware product line can stand up to the heat of a blow torch and survive a cycle in a clothes washer.

MUSICAL Conveys the message of the advertisement through song. For example, Nike's recent ads depicting a marathoner's tortured feet, skier Pikabo Street's surgery scarred knee, and a surfer's thigh scarred by a shark attack while strains of Joe Cocker's "You Are So Beautiful" are heard in the background.

SCIENTIFIC Uses research or scientific evidence to give a brand superiority over competitors. Pain relievers like Advil, Bayer, and Excedrin use scientific evidence in their ads.