C4 / T9 (10 types of Executional Frameworks) (6) Slice of Life (Based on a…
C4 / T9 (10 types of Executional Frameworks)
1) Straight Sell or Factual（实际/事实） Message
One of the most basic types of creative executions.
Relies on a straight forward presentation of information covering the functions/ purpose of product/ services.
Often used with informational/ rational appeals.
Focus of message = Product/ services's specific attributes / benefits.
Agencies prepare messages extensively（广泛的） for radio commercials.
Only verbal communication is possible.
Present information in a straight forward manner.
2) Scientific/ technical evidence
Often presented by using results of scientific or laboratory studies, or endorsements（推荐） by scientific bodies or agencies in order to support their advertising claims.
Tell about a positive experiences with a product.
An effective method for promoting services.
Services = Intangible（无形的). A testimony from a customer can describe the benefits/ attributes of the services.
Showing how a product works.
An effective way to communicate the benefits of the product to viewers.
By using the growing technology of computer graphics programs, making a new and exciting animation to promote the product/ services.
Etc = UP, Despicable Me
6) Slice of Life
Based on a problem/ solution approach. It portrays as a problem or conflict that consumers might face in their daily lives.
Show how the advertisers's product / services are able to resolve their problem.
A widely used advertising format. Particularly for packaged-goods products.
Often criticized for being unrealistic, irritating to watch. Often used to remind consumers about problems of personal nature.
Etc =Dandraft, bad breath, Body Odor.
Some are meant to be realistic, some are completely irrational.
Lift the audience beyond the real world to make-believe experiences.
Difference = Intensity（强烈度） and story format.
Presents a higher level of excitement and suspense to tell the story.
Similar to "Slice-of-life.
By using Expert Authority（专家）.
Used experts such as Dentist to state the brand's advantages compared to other brands.
Advertiser use this to convince viewers that a given product is a superior.
Etc = Scientific, survey evidence. (Quoting the results can generates a greater credibility.)