ENTRY 2_ NGUYỄN THỊ BẨY
Understanding
advertising messages
Item 1: "Nolan's cheddar"
advertisement
Components
|
Contents
|
||
1
|
Source
|
Nolan
|
|
2
|
Target Audience
|
Everyone
|
|
3
|
Medium (media)
|
Broadcast (TV)
|
|
4
|
Context
|
Unclear
|
|
5
|
Objectives
|
To introduce product
;persuade people to buy and to eat
Nolan's cheddar
|
|
6
|
Messages
|
General Selling Proposition
|
If you eat Nolan's cheddar, you will be
seriously strong
|
Product attributes
|
Nutritious
|
||
Customer benefits
|
Reinforce strength
|
||
Personal values
|
Health, fitness
|
||
7
|
Message Execution
|
Description
|
A little mouse meets a cheddar (actually, on a mouse-trap) and of
course it palatably eats without noticing the hazard. Suddenly, the mouse is
caught in the trap. After few seconds,
amazingly, the mouse can raise the trap up and down many times. Obviously,
the mouse can escape from the trap.
|
Execution style(s)/ Rhetorical
Device(s)
|
Fantasy, musical, humorous
Overstatement
|
||
8
|
Evaluation
|
Hilarious and interesting. The ad can
bring great profit to the company
|
|
Item 2: Coca-Cola advertisement
Components
|
Contents
|
||
1
|
Source
|
Coca-cola
|
|
2
|
Target Audience
|
Everyone
|
|
3
|
Medium (media)
|
Broadcast (TV)
|
|
4
|
Context
|
Unclear
|
|
5
|
Objectives
|
To persuade people to drink Coca-Cola
|
|
6
|
Messages
|
General Selling Proposition
|
Coca-cola opens happiness, helps people
not only quench thirst but also become closer together
|
Product attributes
|
Good taste, refreshing
|
||
Customer benefits
|
Refresh
|
||
Personal values
|
Happiness, pleasure
|
||
7
|
Message Execution
|
Description
|
On the desert- the frontier between two countries, two guards (of different country) are
walking fro and to. They look serious. Nothing, even a piece of paper, can be
beyond the frontier. One of them drinks Coca-cola and the other looks desirous It is impossible to beyond the frontier to take the bottle of Coca-cola
so they put it on the ground, temporarily change the frontier a little bit.
Drinking Coca-cola, they smile and look so excited. However, they quickly realize that they are on duty, they correct the frontier and continue walking
fro and to.
|
Execution style(s)/ Rhetorical
Device(s)
|
musical, humorous
|
||
8
|
Evaluation
|
Very funny. It makes a strong impression on audiences.
|
|
Item 3: Adidas shoes
Components
|
Contents
|
||
1
|
Source
|
Adidas
|
|
2
|
Target Audience
|
Athletes
|
|
3
|
Medium (media)
|
Printed ad
|
|
4
|
Context
|
Modern life
|
|
5
|
Objectives
|
To introduce and persuade people to use Adidas shoes
|
|
6
|
Messages
|
General Selling Proposition
|
If you wear Adidas shoes, you can turn extremely fast
|
Product attributes
|
Dedicated, high quality
|
||
Customer benefits
|
Enhanced athletic ability and feel
comfortable
|
||
Personal values
|
Personal accomplishment
|
||
7
|
Message Execution
|
Description
|
In a modern stadium, an athlete wearing Adidas shoes is running. There are many fuzzy legs to
show his speed as fast as he has 600 million legs ( the sentence on the
ground). The slogan of Adidas is "Impossible is nothing" emphasizes
the quality and the benefits it brings to customers.
|
Execution style(s)/ Rhetorical
Device(s)
|
Image
Overstatement
|
||
8
|
Evaluation
|
Impressing. It makes Adidas become familiar to people
|
|
I think that in the 1st item, Product attribute is good taste and Personal values should be pleasure because in the last scene of this ad, the mouse is very pleased with its two pieces of cheddar.
Trả lờiXóaItem 1:
Trả lờiXóa-Context: 2010, England
- Customer benefits: I add “energetic”
-Product attributes: I add “tasteful” because you can see that the trap is so dangerous but the mouse does not care about it, it is attracted by cheese->it goes into danger.
Item 2:
-Rhetorical Device(s): overstatement