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Ad It UpSeth Stevenson takes readers' questions about the 12 categories of commercials.


Posted Thursday, July 26, 2007, at 4:46 PM ET

Seth Stevenson was online at Washingtonpost.com on Thursday, July 26, to talk about Donald Gunn's theory of the 12 basic ads and the methodology of advertising. An unedited transcript of the chat follows.

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Columbia, S.C.: Where do you see presidential campaign ads falling into your 13? Have you seen much change, other than the negative-type ads?

Seth Stevenson: Most campaign ads that come to mind are either "show the problem" ads (we're stuck in this war/recession/era-of-cultural-depravity, but Candidate X knows how to fix things) or "comparisons" (Senator X wants to kill your pets and children, but I want to give them economic opportunities and affordable health care). I haven't seen many changes since I've been voting, except that I've noticed the amateur-produced YouTube ads frequently format themselves as parodies.

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Philadelphia: Hi Seth. A bit off-topic, but I just wanted to let you know that you are the most consistently excellent writer I have read recently. I look forward to reading your witty and incisive articles, and I've learned a lot about advertising from your pieces in Slate. Any tips for a beginning writer? I'm a couple of years out of college and have been writing a bit, but most serious internship opportunities are for students only. Thanks for any thoughts and for the great reads.

washingtonpost.com: Archive: Seth Stevenson's Ad Report Card columns (Slate)

Seth Stevenson: Hey, thanks much for the kind words. Very nice of you to say.

In terms of breaking into journalism: I think the best strategy is to beg and plead for some publication (perhaps a local alternative weekly?) to take you on in an entry-level position. Keep at it and with luck and time something should come through. The easiest way to become a good journalist is to surround yourself with talented, experienced writers who can show you the ropes.

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Washington: How do the advertising strategies differ, at all, for kids advertising? What nefarious tactics are used to get 2-year-olds begging for sugary cereals, etc., beyond annimated hobbit creatures?

Seth Stevenson: Most kiddie ads that come to mind are either "demos" (watch how this toy truck can transform into a toy machine gun) or "associated user content" (if mom and dad buy you this toy, you'll soon be having fun just like the happy kids in this ad).

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Southern California by way of Western Pennsylvania: I've tried to resist ads my whole life, but I can't do it. How can I resist like you?

Seth Stevenson: I don't think I've put up a very effective resistance. I can be turned into a covetous consumer just like everybody else. But to answer your question: DVR's help. (Of course, I try not to abuse that capability. Given that my job is ad critic, I can't very well be fast-forwarding through all the ads I see.)

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Seth Stevenson: Gotta go. Thanks for all your questions.

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Slate contributor Seth Stevenson has written for Rolling Stone, the New York Times Magazine, Details, the New Republic Online, and New York Magazine.
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