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Definition

Execution style

Execution style is the approach, style, tone, words, and format used for executing an advertising message.

The message can be presented in various execution styles, such as the following:

  • Slice of life: This style shows one or more “typical” people using the product in a normal setting.
  • Lifestyle: This style shows how a product fits in with a particular lifestyle.
  • Fantasy: This style creates a fantasy around the product or its use.
  • Mood or image: This style builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity. Few claims are made about the product or service except through suggestion.
  • Musical: This style shows people or cartoon characters singing about the product.
  • Personality symbol: This style creates a character that represents the product.
  • Technical expertise: This style creates a character that represents in making the product.
  • Scientific evidence: This style presents a survey or scientific evidence that the brand is better or better liked than one or more other brands.
  • Testimonial evidence or endorsement: This style features a highly believable or likable source endorsing the product. It could be ordinary people saying how much they like a given product.
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