ENTRY 2
understanding advertising messages
ITEM 1
“Singum Doublemint” advertisement
Components
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Contents
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1
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Source
| Wrigley | |
2
|
Target Audience
|
Young Adults
| |
3
|
Medium (Media)
|
Broadcast on TV
| |
4
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Context
| Modern time in Viet Nam | |
5
|
Objectives
|
Introduce product
| |
6
|
Messages
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General Selling Proposition
|
If you use Singum Doublemint, you will be more confident in life.
|
Product Attributes
|
Good taste, sweet-smelling breath
| ||
Customer Benefits
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Confident, pleasure, healthy
| ||
Personal Values
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Social acceptance and respect , Wisdom, Self-respect, Happiness, Personal accomplishment.
| ||
7
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Message Execution
|
Description
|
A guy meets a celebrity( Ngo Thanh Van) in elevator, he does not know what to say. He tells himself to be confident to talk to her. After eating Doublemint, he finally has enough confidence to talk to her.
|
Execution style(s)/ rhetorical device(s)
|
- Mood/Image: a man is a representative of ordinary people in society.
- Musical
- Real Product Symbols: the real product appear in the ad
- Humorous
| ||
8
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Evaluation
|
Personally: Pretty good, the ad encourage young adults to be fearless and active. Moreover, the song in the ad has became a hit.
- Great success: bringing profit to the company | |
ITEM 2
" ORION CHOCOPIE" advertisement
Components
|
Contents
| ||
1.
|
Source
| Orion Food Vina | |
2.
|
Target Audience
|
everyone in our society
| |
3.
|
Medium (Media)
| Broadcast on TV | |
4.
|
Context
|
modern time in Vietnam
| |
5.
|
Objectives
|
Introduce product and develop the preference ,the need, the desire to buy the product of consumer
| |
6.
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Messages
|
General Selling Proposition
|
Orion Chocopie brings family together
|
Product Attribute
|
- Good taste
- Warm feeling | ||
Customer Benefits |
- delicious cake
- deep feeling among family members | ||
Personal Values
|
-Comfortable life
- Happiness - Pleasure | ||
7.
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Message Execution
|
Description
|
two siblings are walking in street, it rains. they come into an old person' house. The younger sister sees chocopie cake. She talks to her older brother about it. The old man gives them a cake. The little girl holds the cake,but when she intends to eat she gives her older brother. They gives each other many times. The old man is so moving, so he gives two siblings a box of chocopie. They are very happy and come back home to give their mother
|
Execution style(s)/
Rhetorical device(s)
|
Execution:
- Musical - Demonstration - Mood or image
- Lifestyle
Rhetorical devices:
- Climax : when the old man gives two siblings cakes and a picture
| ||
8.
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Evaluation
|
Personally: strongly emotional impression
Great success: bringing profit to the company | |
ITEM 3
"Vaio" advertisement
Components
|
Contents
| ||
1
|
Source
| Sony | |
2
|
Target Audience
| everyone especially businessman | |
3
|
Medium (Media)
|
printed ads
| |
4
|
Context
|
modern time
| |
5
|
Objectives
| introduce product | |
6
|
Messages
|
General Selling Proposition
| if you use Vaio computer, your life will be comfortable,simple and comvenient |
Product Attributes
| lightweight | ||
Customer Benefits
| easy to bring | ||
Personal Values
| -comfortable life - happiness | ||
7
|
Message Execution
|
Description
| In the poster, there is a man who is going to work. A plane lands. Because the wind when the plane creates is too strong, blows documents and Vaio computer of the man |
Execution style(s)/ rhetorical device(s)
| -humorous -fantasy | ||
8
|
Evaluation
| - Personally: strong impression - Great success: bringing profit to the company | |
- According to my understanding, in the first item, the source of Singum Doublemint is Wrigley Company.
Trả lờiXóa- In the third item, i think the target audience of this kind of Vaio should be businessman not everyone. Because, as you can see, the man looks like a busy business man (laptop bag,suit,documents) and he seems to have just finished a business trip by plane.
I think, in first ad, "healthy" is not a benefit and " wisdom" is not a personal value.
Trả lờiXóaI think that in the first item, the general selling proposition should be "If you use Singum Doublemint, you will be more attractive and confident in life" because when the man breaths out, his fresh breath attracts Ngo Thanh Van.Also, Personal Values here is attractiveness.
Trả lờiXóaBesides, In my opinion, Personal Values in the 3rd item should include wisdom because using lightweight laptop instead of a heavier one is a wise choice, so the businessman have no longer to bring it hard like they do before.Moreover, I think humorous is not this ad's execution style.
in Item 1:sweet-smelling breath is not a product attribute. Sweet-smelling breath should be a customer benefit.
Trả lờiXóai think that healthy is not a customer benefit.
In Item 2: warm feeling does not belong to product attributes.
In item 3: I add simile as a rhetorical device( Lightweight like no other)
The execution styles of item 3 should include lifestyle,I think; because the man in ad looks quite elegent and knowledgeable. Futhermore, the personal value is professional also.
Trả lờiXóaItem 2: I don't think there is the rhetorical device "climax". It's just the time process
Trả lờiXóa