A style of advertising that focuses primarily on the product and stresses its utility. This includes description, characteristics, benefits, price, performance, design, and construction. It tends to be text heavy: illustration is primarily used to visualize the product and packaging. This style was dominant in the late 19th and early 20th century but has been in steady decline since then. The term is used by Leiss and his colleagues. See also advertising formats; rational appeals; compare demassification; lifestyle format; personalized format; product-symbol format.
Subjects: Media studies