Entry 2 _ Nguyễn Thị Mai Thu

Understanding advertising messages

Item 1: Printed ad (1)

Lowenbrau non – alcoholic beer: Surgeon 

Components			Contents
1.	Source		Lowenbrau Co., Ltd., Munich, German
2.	Target Audience		All of  viewers, especially people who are interested in drinking beer in Singapore
3.	Medium ( Media)		Printed advertising
4.	Context		2007, Singapore
5.	Objective		Introducing a new kind of non – alcoholic beer
6.	Message	General Selling Proposition	Drinking beer may make you become drunk, if you use this non – alcoholic beer, you needn’t worry about your work disturbed.
		Product Attributes	Non – alcoholic Tasty
		Customer Benefits	Healthy, refreshing
		Personal Values	Wisdom, pleasure
7.	Message Executive	Description	The picture is about a doctor who is still drinking the non – alcoholic Lowenbrau beer while he is working in a surgeon with his colleagues.
		Executive Styles (s) Rhetorical Devices (s)	Image Overstatement
8.	Evaluation		Impressive, effective to show the typical feature of the product

Item 2: Broadcast ad (2)

Learning English ad

 

Components			Contents
1.	Source		Berlitz company
2.	Target Audience		Every Norwegian who wants to improve English skills
3.	Medium ( Media)		Broadcast advertising
4.	Context		2006 Norway
5.	Objective		Persuade people to join Berlitz to learn English
6.	Message	General Selling Proposition	If you don’t know English, you can’t deal with some urgent situations that may result in bad consequence.
		Product Attributes	Train English skills
		Customer Benefits	Improve the English skills and avoid some misunderstanding when listening to someone saying in English
		Personal Values	knowledge, self- confidence
7.	Message Executive	Description	A German coastguard is on his duty. There is a call coming from a sinking boat. However, the coastguard doesn’t realize the urgent situation because of misunderstanding the two words “sinking” and “thinking”. By the end of the ad, the conversation is cut and the phrase "Improve your English," is shown, followed by the Berlitz logo “Language for life”
		Executive Styles (s) Rhetorical Devices (s)	Humorous
8.	Evaluation		Personally: very funny and interesting

  

Item 3: Broadcast ad (3)

Nolan’s strong cheese

Components			Contents
1.	Source		Nolan’s Cheddar company
2.	Target Audience		All viewers
3.	Medium ( Media)		Broadcast advertising ( in the Internet)
4.	Context		2010, England
5.	Objective		Remind and persuade people to buy a kind of cheese, which was first sold on the market in 1850
6.	Message	General Selling Proposition	If you eat this cheese, you will become stronger
		Product Attributes	Tasty, nutritious
		Customer Benefits	Healthy, energetic
		Personal Values	Appetite, pleasure, health
7.	Message Executive	Description	The ad is the tragicomedy story of a mouse that just can’t stay away from Nolan’s Strong Cheese. Attracted with the cheese, he plays and enjoys it. Therefore, he is caught in a snare. However, the cheese at first gives him strong to resist in a dangerous situation.
		Executive Styles (s) Rhetorical Devices (s)	Image, Humorous Musical,  Animatronics  Overstatement
8.	Evaluation		Successful and creative

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Sources:

(1) http://www.sanjeev.net/printads/l/lowenbrau-non-alcoholic-beer-surgeons-4454.html

(2) http://www.youtube.com/watch?v=sk9ukdMkN2c

(3) http://www.youtube.com/watch?v=Plz9JxsnhH4&feature=related