Thứ Bảy, 6 tháng 10, 2012


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 advertisement



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


2 nhận xét:

  1. 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 lờiXóa
  2. Item 1:
    -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

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