The 12 kinds of ads and the 20 Master Plots

There are only 12 kinds of ads. Resist them all! - By Seth Stevenson - Slate Magazine.

This is a great article about the 12 types of ads along with visual examples. To tie this thinking along with the twenty master plots gives you the foundation for both text and video to formulate and deploy advertising that works.

The 12 Kinds Of Ads:

The twenty master plots: 20 Master Plots by Ronald Tobias

Quest
Adventure
1. Pursuit
2. Rescue
3. Escape
4. Revenge
5. The Riddle
6. Rivalry
7. Underdog
8. Temptation
9. Metamorphosis
10. Transformation
11. Maturation
12. Love
13. Forbidden Love
14. Sacrifice
15. Discovery
16. Wretched Excess
17. Ascension
18. Descension

– David Bullock