Sheet 1
THE HISTORIAN'S TYPOLOGY OF ADVERTISING "STYLES" OR "AGES"
  (a) HYPERBOLIC STYLE (1914) (L'âge de l'exagération)
    Discursives devices
      Long text
      Superlative tone (the best, the only, the first...)
      Hyperboles
      Rhetoric of magic (panacea, miracle)
      Universality
    Types of products
      Medicines (H1)
  (b) RATIONAL STYLE (1914-1924) (L'âge de la raison)
    Discursive devices
      Long text (detailed description of the product, its qualities, expected effets, and how to use it)
      Image of the product (realist, detailed)
      Illustration (showing how to use the product)
      Photographic evidence
      Comparison (comparative ad)
      Testimonials
        Ordinary consumers
        Celebrities (theatre or movie stars...)
        Experts (physicians...)
      Scientific devices
        Charts and tables
        Statistical data
        Scientific imagery (laboratory, medical instruments, X-ray or microscope image, body anatomy...)
    Types of products
      Medicines & health products (H1, H2, H3)
      Nutritional products (N1, N2)
      Cosmetics (B1)
      Culture & Education (C1)
      Financial products & services (F)(banks, insurances, real estate...)
      Industry (E) (Chemical industry, engineering, mining, petroleum, automobile, electrical devices)
      Transport, Energy & Public utility (U)
      Alcohol (L2)
      Business & office appliances (productivity) (C5)
  (c) EMOTIONAL/SUGGESTIVE STYLE (1934-1949) (L'âge des émotions/suggestion)
    Discursive devices
      Short text
      Prominent illustrations
        Women (Woman/sex appeal)
        Children (child/baby appeal)
        Slices of life (business, leisure or family scenes)
        Objets (still-life style) (appetite appeal)
        Beautiful or luxurious scenery/atmosphere (beauty/luxury appeal)
      Catchy slogans
      Play on typography
      Punctuation (exclamation, question mark)
      Dramatized lines to create movement and rupture (diagonals)
      Strong contrasts
      Humoristic style
        Comic or playful characters (Mickey Mouse, goblins, Santa Claus)
        Comic-style advertising
    Types of products
      Medicines & health products (H1, H2, H3)
      Nutritional products (N1, N2)
      Cosmetics (B1)
      Culture & Education (C1, C2, C3)
      Leisures (L3, L4)
      Cigarette (L1)
      Alcohol (L2)
      Automobile (E4)