A slow blogging week for me. I’ve been suffering from insomnia all week, and it’s been more difficult than usual for me to put down coherent thoughts on paper. But here’s to breaking the blogging ice (again!) this weekend…

I loved this Slate.com slideshow featuring the 12 “master formats” of ads (as classified by ad guru Donald Gunn). As Seth Stevenson, who regularly reviews and rates ads on Slate writes:

Gunn has always viewed his theory as a useful crutch for the desperate ad writer. When stuck for an idea—late at night, with the client expecting a presentation in the morning—the crazed creative can run through the 12 formats in hopes that one will strike a spark of inspiration. (What if I try this spot as a demo? Or wait—it might be perfect as a parody!)

To me, the 12 formats serve equally well as a weapon of defense for the consumer under assault from endless advertising

Check out the slideshow, and build up your defenses!