The 12 types of advertising

1. The demo
2. The problem
3. Symbolise the probem
4. Symbolise the benefit
5. Comparison
6. Exemplary story
7. Benefit causes story
8. Testimoial
9. Ongoing character or celebrity
10. Associated user imagery
11. Unique personality property
12. Parody or borrowed format

To advertise for our documentary we have decided to use symbolising the problem as our type of advertising. This reflects the way we want our audience to feel and what they are hoping to feel when they see it. They like to be enlightened and challenged by what they see and hopefully our ad can do that by how much we give away, what questions we ask and how it is presented.

For example we liked the look of the 'end of the world concept, like the cover/poster of the 2012 film:

Now obviously we can not live shoot this, but we were looking for a kind of dark and demeaning look. Where there isn't much to say about it, but you think a lot, the 4 digit number giving nothing away, just leaving the audience with questions...