Entry 2 _ Mai Thị Huế

 ITEM 1 :  Ad for Heineken

Components			Contents
1	Source		The Heineken Company
2	Target Audience		Men
3	Medium (Media)		Broadcast on TV
4	Context		Netherlands back from modern society to old year 1873
5	Objectives		To remind audience  about the quality of Heineken for ages
6	Messages	General Selling Proposition	No matter how the timeline crosses, and everything changes, Heineken keeps quenching your thirst with the same experience.
		Product Attributes	to slake your thirst with a foaming ice-cold and home-brewed glass of beer
		Customer Benefits	Satisfaction, pleasure
		Personal Values	Happiness, social acceptance,  style
7	Message Execution	Description	There is a man having thirst for a glass of Heineken beer; however, his refrigerator has run out of the beer. Thus, he makes up his mind to go out for the beer. Astonishingly, after entering a car and leaving for a beer sale, he realizes that the street and the city where he goes through are changing older extraordinarily. For instance, human beings, the buildings, the restaurants, the roads, street lights, cars, and the surroundings, etc. all is backward to the styles in the past. Moreover, the car he has stepped formerly changed into a cart, as well. But, the thing makes him most surprised is that there is still one thing unchanged, that's taste of Heineken. He is so contented with the beer’s taste that he says to the beer seller who doesn’t know about his strange trip:" it exactly stays the same", the words seem unintentionally to irritate the beer seller.  The video shows the Heineken’s cover changed, from a glass into a bottle.  At the end of the ad, the man offers for more beer to bring back with, and then he is given 6 glasses of beer which all are kept in wooden basket instead of bottles, and he is amazed again.
		Execution style(s)/ rhetorical device(s)	- Lifestyle  - Musical  - Real Product Symbols - Humorous
8	Evaluation		Hilarious and interesting.

  

 ITEM 2 : Ad for Das Auto car

Components			Contents
1	Source		The Das Auto Company
2	Target Audience		All viewers, especially adult people who tend to buy a new car
3	Medium (Media)		Broadcast advertising
4	Context		Modern society
5	Objectives		Introduce about the great experience with the Das Auto car
6	Messages	General Selling Proposition	If the dog isn't in Das Auto, he dare not song loudly, confidently.
		Product Attributes	to give you the most private, tranquil and friendly experience
		Customer Benefits	Confidence, Freedom, Happiness, Pleasure, Comfort
		Personal Values	Social acceptance and respect , Self-respect,  Personal accomplishment, Happiness,
7	Message Execution	Description	A pet dog, along with his mistress, goes shopping in a Das Auto car. He seems really to love songs, so that he sings every time, everywhere. However, when he steps out the car, and then enters each of the stores, his beautiful voice suddenly become quavering and weak. In the last set, he is singing cheerfully, pleasantly in the car with the mistress on the road back home.
		Execution style(s)/ rhetorical device(s)	-Personification:  the dog has possibility of singing as human. - Overstatement : confidence exists only in Das Auto car - Humorous - Musical
8	Evaluation		The ad appeals to audience for the creative idea and the sense of humor .

ITEM 3 : Ad for Honda

Components			Contents
1	Source		America Honda Motor company
2	Target Audience		Everyone
3	Medium (Media)		Printed ad
4	Context		American society in 1964
5	Objectives		to win people's recognition of Honda as a socially acceptable product
6	Messages	General Selling Proposition	If you drive Honda, you will look similarly to the "nicest people" who also are on Honda.
		Product Attributes	to make you easy to transfer and communicate with others
		Customer Benefits	move conveniently, follow the social trend for driving Honda
		Personal Values	Style, happiness, social acceptance and respect
7	Message Execution	Description	The ad depicts housewives, parents and children, young people, santa claus and other respectable members of society, driving Honda 50s for many purposes
		Execution style(s)/ rhetorical device(s)	-Lifestyle  -Real Product Symbols -Humorous
8	Evaluation		creative and meaningful