This study examines the relationship between the length of advertisements and their types of production, based on content analyses of the production techniques. In particular, the focus is on 60-second advertisements that are recently growing in number. For this study, the production techniques are categorized as either hard-sell or soft-sell formal features, and it is hypothesized that soft-sell forms are more prevalent in long advertisements such as 60 seconds and in ads for products that are hedonistic in nature. The results confirm that soft-sell formal features are adopted in significantly higher rates in the longer ads but the increase is much sharper in 60 second ads than that in 15 or 30 second ads. However, no significant difference in product types (utilitarian vs. hedonistic) is found in adopting soft and hard forms, which indicates that Korean ads utilize both hard and soft formal features regardless of product types. Interestingly, however, it is found that the rate of utilizing soft-sell forms in hedonistic products is prominent among 60-second ads , whereas it is much less applied in shorter ads. This study provides guidelines and variables for actual productions and researches in the future.