Did you know that just 13 basic dramatic formats have been used in print advertising to engage consumers creatively and effectively?

They are:

• 1. Information/Facts
• 2. Fresh Thought/Insight
• 3. Demo in Print
• 4. Dramatise The Need/Problem
• 5. Exaggerated Graphic for The Need/Problem
• 6. Comparison
• 7. Tell a Story
• 8. Exaggerated Graphic for The Benefit
• 9. Associated or Used Imagery Lifestyle/Attitude Reflect The Benefit
• 10. Media-Driven Idea
• 11. Product Provides The Graphic
• 12. Borrowed Format or Parody
• 13. Participation

The latest Gunn Report, The Power of Print, analyses the creative thinking behind the most awarded print and outdoor ads in the world in the last 15 years.

The report pulled out 1,028 award winning print and outdoor ads and campaigns from The Gunn Report’s Print Library of ads from around the world. That’s an average of 50 of the highest ranked ads per year, from 1999 to 2013.

The Power of Print report includes a description of the specific thought process involved to identify each of the 13 dramatic formats and140 examples of work which support the analysis.

The most represented countries across the 140 ads and campaigns featured in the study are:

The United Kingdom: 24 ads/campaigns

• USA: 21
• France: 15
• Brazil: 12
• Germany: 9
• South Africa 9

The five most represented agencies, with 5 ads/campaigns each, are:

• AlmapBBDO São Paulo
• Saatchi & Saatchi London
• Saatchi & Saatchi New York
• Scholz & Friends Berlin
• TBWA\Hunt\Lascaris Johannesburg.

Donald Gunn, Founder of The Gunn Report, stated, “The Power of Print is a comprehensive and useful study that identifies 13 best opportunities for finding engaging and effective creative solutions for Print advertising. A valuable tool for experienced industry professionals looking for a spark of inspiration, or an educational and training document for students and young creatives alike, The Power of Print is a compelling insight of best practice used in brand communications.”

Want to get hold of the report? Click here.

While you’re there, check out The Gunn Report’s two new playlists:

The Best of Latin America reel, chosen by Pablo del Campo, worldwide creative director of Saatchi & Saatchi

Commercials with Dogs, a selection of award winning ads in honour of this week’s National Dog Day in the United States.