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