The Gunn Report has released ‘The Power of Print’, a study of the most awarded Print and Outdoor ads in the world, which identifies 13 basic Dramatic Formats used in Print advertising to engage consumers creatively and effectively.
An analysis based on creative ideas behind the most awarded Print and Outdoor ads in the world over the last 15 years, there is a total of 1,028 award winning Print, Outdoor ads and campaigns featured in The Gunn Report’s Print Library – an average of 50 of the highest ranked ads per year, from 1999 to 2013.
‘The Power of Print’ report includes a description of the specific thought process involved to identify each of the 13 Dramatic Formats, as well as a total of 140 examples of work which support the analysis. The most represented countries across the 140 ads and campaigns featured in the study are the United Kingdom (24 ads/campaigns), USA (21), France (15), Brazil (12), Germany (9) and South Africa (9). The five most represented agencies, with 5 ads/campaigns each, are AlmapBBDO (São Paulo), Saatchi & Saatchi (London), Saatchi & Saatchi (New York), Scholz & Friends (Berlin) and TBWA\Hunt\Lascaris (Johannesburg).
The 13 Dramatic Formats indentified are:
2. Fresh Thought/Insight
3. Demo in Print
4. Dramatize The Need/Problem
5. Exaggerated Graphic for The Need/Problem
7. Tell a Story
8. Exaggerated Graphic for The Benefit
9. Associated or Used Imagery Lifestyle/Attitude Reflect The Benefit
10. Media-Driven Idea
11. Product Provides The Graphic
12. Borrowed Format or Parody
To view ‘The Power of Print’ report, including information on each of the 13 Dramatic Formats identified as well as all 140 pieces of work featured as examples to support the analysis, please visit http://www.gunnreport.com