I almost never see ads of type one - in fact, even finding that information is usually made accidentally or deliberately difficult.
I almost never see ads of type one - in fact, even finding that information is usually made accidentally or deliberately difficult.
Type 1 ads (if one relaxes the dry listing of specifications a bit) might be called "informational ads"; Type 2 ads might be called "aspirational ads".
The informational ads are often found in hobby magazines. Interests like woodworking, electronics, airplane flying, fishing, guns, gardening, cooking, crafts, etc. Many readers enjoy looking at those type of ads to learn about new and unknown products that are relevant to their passions.
The aspirational ads are the abstract visuals that really don't describe the product at all. They are meant to tap into the emotions. They deliberately avoid mentioning any concrete specifications. E.g. perfume ads where a model walks through the forest, or a Coca Cola bottle being drunk by a CGI animated polar bear, or Apple showing silhouettes dancing with white ear buds. Apple doesn't want to communicate the earbud's frequency response such as 60Hz to 18kHz -- that's too vulgar. So let's show happy people dancing instead. These type of ads are designed to prey on our feelings of inferiority and therefore, the advertised product promises to make us more beautiful and popular.
I agree with both of those, but would also classify the examples you gave below as the difference between "mass advertising" and "intent based advertising". TV ads vs AdWords essentially. One is to capture interest and change behaviours, the other is to sell to an audience who's already in the market for your product.
Typically some ordinary household chemical.
I mean imagine a Coca-Cola ad where they talk to you about the fact that carbon dioxide is dissolved in the drink and it comes out of solution, giving you a tingling sensation. Versus what coke ads actually look like... snowy streets with trucks decorated for Christmas, a sense of warmth and expectation.
Drink Coke! - Tastes good if you like sugar and caramel, much better than Pepsi - Not the most unhealthy drink in moderation - Carbonation that bites your tongue so you feel alive - Our tax dollars subsidize the Georgia state government
For instance "The Best Steak Knife Set" [1], lays out a couple of options and why you might pick them as well as their criteria and test methodology so you can figure out why you might want to pick something else.
That they're allowed in the US at all is demonstration of caustic effects of high-dollar lobbying.
Which is essentially admitting it's very good manipulation so close to lying it should carry a warning or regulation.
It's the former type that's sometimes quite popular - like in the back of old computer or hobby magazines - precisely because it's handy for discovering new things.
TL;DR Type 2 is what marketers and advertisers do, type 1 is what a lawyer, gardener or software engineer might produce to sell their product.