As a result of the overwhelming amount of print and electronic advertisements which compete for consumer attention, advertisers must find effective methods to get through the ad clutter and capture their audience's interest. Several tactics can accomplish this strategy, including the tactic of breaking or reversing audience expectations or stereotypes of electronic advertising. Nine specific approaches employ this tactic: 1) "black or white or is it color?" where some portion of a black and white ad is revealed in color; 2) imitation or parody; 3) the familiar face or aggravating person in a new role; 4) animation, watercolormation, and claymation; 5) "Australia plus special effects"; employing "Crocodile Dundee" look-alikes; 6) self-reflexive television and playing with the audience, where actors step out of character to converse with the camera/audience; 7) the inside story and fear appeals, in which the audience "eavesdrops" on corporate meetings; 8) slow motion, no sound, or mostly music; and 9) "surprise! and testimonials;" which hooks the audience through some attention-getting device, and then surprises them by revealing a secret. Similar techniques used in print advertising include 1) "black and white or is it color" and "scratched sepia"; 2) audience interaction gimmicks; 3) the familiar or aggravating figure testimonial; 4) three-dimensional "pop-outs", and 5) multi-mediated print. (Lists of ads that represent stereotype breaking in television spots and techniques for breaking stereotypes in print ads are appended.) (MM)