Item 1: Poster
Components
|
Contents
| ||
1.
|
Source
| ||
2.
|
Target
Audience
| ||
3.
|
Medium
(Media)
|
Printed advertising
| |
4.
|
Context
|
In modern time
| |
5.
|
Objectives
| ||
6.
|
Messages
|
General
Selling Proposition
| |
Product
Attributes
|
Convenient, small
Modern, portable | ||
Customer
benefits
| Happiness | ||
Personal
Values
| |||
7.
|
Message Execution
|
Description
| |
Execution
Style(s)
Rhetorical
Device(s)
|
- Execution style: real product symbol, image/mood, fantasy, humorous, lifestyle
- Rhetorical devices:
+ simile
+ over- statement | ||
8.
|
Evaluation
|
Item 2: Advertising
Components
|
Contents
| |||
1
|
Source
|
Vinamilk
| ||
2
|
Target audience
|
Everyone
| ||
3
|
Medium (Media)
|
Broadcast advertising
| ||
4
|
Context
|
2008-2009 in Vietnam when Vinamilk promoted the campaign
"Free six million cups of milk for poor children"
| ||
5
|
Objectives
|
- To introduce product
- To raise awareness among the public about
the importance of milk to children
- To help poor
children
| ||
6
|
Message
|
General selling proposition
|
If you buy Vinamilk, other poor
children also drink Vinamilk.
| |
Product attributes
|
Nutrition, tasty
| |||
Customer benefits
|
- Be healthy
- Have chance to
make contribution to decrease the rate of malnutrition in children in Vietnam
- Get understanding
and sympathy for others
| |||
Personal values
|
Health, happiness, social acceptance and respect, personal accomplishment.
| |||
7
|
Message execution
|
Description
|
The blue bottles of milk are tied into
thousands of blue balloons to fly in the blue sky. The wind blows them to poor children
| |
Execution styles
Rhetorical devices
|
- Musical
- Slice of life: many poor children do not
have milk to drink
- Image/ mood
| |||
8
|
Evaluation
|
Great success: very impressive and touching
|
Item 3: Advertising
Components
|
Contents
|
||
1
|
Source
|
Thai
Life Insurance (Thailand)
|
|
2
|
Target
Audience
|
Thai
people
|
|
3
|
Medium
|
Broadcast
|
|
4
|
Context
|
In
the year of 2011
|
|
5
|
Objectives
|
-
Introduce product
-
Introduce buying Thai Life Insurance
service as a way to take care of yourself
|
|
6
|
Messages
|
General
selling proposition
|
If you buy Thai Life Insurance,
it insures to take care
of you
|
Product
attributes
|
Health
care service.
|
||
Customer
benefits
|
Enjoyment
|
||
Personal
values
|
Ethnics,
Happiness, Self-reflection.
|
||
7
|
Message
execution
|
Description
|
The “Silence of Love” commercial depicts the relationship between a
deaf mute father and his teenage daughter. The girl is
annoying for having a deaf
mute father so she only wishes to have a ‘better dad’.
Suddenly, the girl kills herself. In times of troubles, the
father want
to
give away his asset to save his girl. His ultimate love and sacrifice touches
everyone’s heart.
|
Execution
styles
Rhetorical
devices
|
Music
Image/
Mood.
|
||
8
|
Evaluation
|
Poignant,
impressive, effective.
|
Sources:
I would like to add lifestyle to execution style(s) in the first item. Also, in the third one, I think general selling proposition only is "If you buy Thai Life Insurance, it insures to take care of you". That's enough, it's unnecessary to add the rest.
Trả lờiXóaI would like to correct some information in the item 2:
Trả lờiXóa- objectives : Make people develop the preference for Vinamilk (affective dimension; not to introduce product. two others are okay
- general selling propotion: If you drink Vinamilk, other poor children also drink Vinamilk (with your help)
item 1:product attributes:small, portable
Trả lờiXóaitem 2:general selling : if you use vinamilk you not only have good health for yourself but also help the poor children make a chance to drink milk.
I think, in the item 1, objectives is creat the need to use product. All advertisements have clear purposes. In your way, introduction is quite general. Morever, one of benefits that customer receive from using product is beautiful photographs.
Trả lờiXóaIn addition, in the item 3, I think customer's benefit when buying Thai Life Insurance service is health insurance in life.
Trả lờiXóaitem 3: I think that customer's benefit should be salvation
Trả lờiXóaIn item 1, I think happiness is not customer benefits. I suggest: have great photos
Trả lờiXóa- "product"=> "products" because the company want to introduce general Samsung Dual LCD PL100, not only one