ENTRY 2
UNDERSTANDING
ADVERTISING MESSAGES
ITEM 1: “Mc Donald:
advertisement
Source 1: http://maxcdn.thedesigninspiration.com/wp-content/uploads/2009/08/mcdonald/McDonald-Ads-14.jpg
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Components
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Contents
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1
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Source
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Mc Donald
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2
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Target Audience
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Everybody
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3
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Medium (Media)
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Printed ad
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4
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Context
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In modern life
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5
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Objectives
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To introduce Mc Donald’s products and its good customer
service
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6
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Messages
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General Selling Proposition
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You can have Mc Donald’s products whenever you want, no
matter how late it gets
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Product Attributes
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Flavor, high calories, rich in protein, less sodium
compared to other kinds of fast food, vitamins (from vegetables)
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Customer Benefits
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Enjoyment of good taste, health, satisfies hungry
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Personal Values
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Wisdom, comfortable &exciting life, pleasure
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7
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Message Execution
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Description
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It is too late and a man is very sleepy. However, Mc
Donald can satisfy him immediately with a big sandwich.
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Execution Style(s)/ Rhetorical Device(s)
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Mood or Image
Lifestyle: eat fast food at late evening or ngiht
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8
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Evaluation
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Personally: impressive, interesting and creative
advertisement
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ITEM 2: “Vinamilk”
advertisement
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Components
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Contents
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1
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Source
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Vinamilk
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2
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Target Audience
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Children
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3
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Medium (Media)
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Broadcast
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4
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Context
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Modern life
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5
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Objectives
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To introduce the product
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6
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Messages
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General Selling Proposition
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If children drink Vinamilk, they will be taller and
healthier
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Product Attributes
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Flavor, fresh milk, many nutrients
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Customer Benefits
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Be taller, healthy
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Personal Values
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Wisdom, equality, pleasure, exciting life
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7
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Message Execution
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Description
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Many young cows try in vain to reach the kite. An adult
cow helps them take the kite and then all of them are singing and dancing
happily
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Execution Style(s)/ Rhetorical Device(s)
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Mood/ image: colorful
Humor: cows are jumping
Musical
Fantasy
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8
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Evaluation
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Personally: impressive and interesting humorous
advertisement
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ITEM 3: “Vaio”
advertisement
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Components
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Contents
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1
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Source
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Sony
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2
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Target Audience
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Everybody
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3
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Medium (Media)
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Printed ad
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4
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Context
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Modern life
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5
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Objectives
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Introduce a new product
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6
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Messages
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General Selling Proposition
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Vaio laptop helps
you work faster and more conveniently
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Product Attributes
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lightweight, small, portable, fast processing speed
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Customer Benefits
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Convenient to carry, work effectively,
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Personal Values
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Comfortable life, wisdom, self-respect
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7
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Message Execution
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Description
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A businessman is in hurry with his laptop bag: many papers
and a Vaio laptop are flying above an
airplane.
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Execution Style(s)/ Rhetorical Device(s)
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Mood/ image
Lifestyle: in modern life, people work with a laptop
instead of a pile of papers
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8
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Evaluation
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Personally: creative, impressive advertisement
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OMG, why is the second image shown? hixhix. So far my mind has been in trouble, I am always absent-minded, I forgot write my name, mates. :(
Trả lờiXóaSo,Is this Trinh Trang's entry? You should pay more attention to the name of your post. In my opinion, in item 2, the target audience is not just children but adults under the age of 35 or around because when using milk of growing height and doing fit exercises, you will be able to be taller.
Trả lờiXóaIn item 3, I think you posted the wrong advertisement because your picture is not like what you described
Looking at some symbolic words in item 3, I don't understand anything at the first time. I think rhetorical device is overstatement. As your Ad shows, Vaio is light as a paper, so Vaio laptop can fly above an airplane.
Trả lờiXóaI think item 1, the product attribute doesn't contain
Trả lờiXóa"less sodium compared to other kinds of fast food, vitamins (from vegetables)"
because I can't see that in the poster, the manyfacturer didn't say that