The ninth format is the "symbol, analogy, or exaggerated graphic" demonstrating a benefit of the product. (Recall that earlier we saw this technique used to demonstrate a problem that the product solves.)

A Starbucks spot from a few years ago used the '80s band Survivor to symbolize the invigorating effects of a double-shot espresso drink. In the spot's formulation, sipping the espresso makes you feel like the band is trailing you around all day, shouting out your name to the adrenaline-pumping chords of "Eye of the Tiger."

The promised benefit of Metamucil is, of course, egestive regularity. In the rather cringe-making ad shown here, the geyser "Old Faithful" becomes a symbol of that benefit.