C4 / T9 (10 types of Executional Frameworks)
1) Straight Sell or Factual（实际/事实） Message
10) Informative
2) Scientific/ technical evidence
4) Testimonial（证明/表扬的）
3) Demonstration
7) Animation
6) Slice of Life
8) Fantasy（幻想的）
9) Dramatization
One of the most basic types of creative executions.
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.
Agencies prepare messages extensively（广泛的） for radio commercials.
Showing how a product works.
Tell about a positive experiences with a product.
Based on a problem/ solution approach. It portrays as a problem or conflict that consumers might face in their daily lives.
Difference = Intensity（强烈度） and story format.
Some are meant to be realistic, some are completely irrational.
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.
An effective way to communicate the benefits of the product to viewers.
Provides references.
An effective method for promoting services.
Services = Intangible（无形的). A testimony from a customer can describe the benefits/ attributes of the services.
By using the growing technology of computer graphics programs, making a new and exciting animation to promote the product/ services.
Etc = UP, Despicable Me
5) Authoritative（命令式的）
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.)
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.
Lift the audience beyond the real world to make-believe experiences.
Presents a higher level of excitement and suspense to tell the story.
Similar to "Slice-of-life.
Only verbal communication is possible.
Present information in a straight forward manner.