Entry 2_Đàm Thị Thu Thảo

ENTRY 2: understanding advertising messages

ITEM 1: “WMF grand gourmet knife” advertisement (1)

Components			Contents
1.	Source		WMF company
2.	Target audience		Everyone (especially cooks)
3.	Medium (media)		Printed ad
4.	Context		Modern life in Germany
5.	objectives		Make people develop a liking for WMF grand gourmet knife (affective dimension) Persuade people to buy WMF grand gourmet knife (persuasive – conative dimension)
6.	messages	General selling proposition	If you use WMF grand gourmet knife, you can cut many things even hard ones
		Product attributes	Special steel Hygienic handle
		Customer benefits	Cut everything easily
		Personal values	Comfort, wisdom
7.	Message execution	Description	The WMF grand gourmet knife cuts both the carrot and the cutting broad which places the carrot. At the bottom of the ad, there is a logo of WMF company and a slogan” shaper than you think: the WMF grand gourmet knife with Damasteel blade”
		Execution style(s)/ rhetorical device(s)	Overstatement (the knife can’t cut the cutting broad)
8.	Evaluation		Interesting, impressive

ITEM 2: vinamilk 2011 advertisement (2)

Components			Contents
1.	Source		Vinamilk company
2.	Target audience		Children
3.	Medium (media)		Broadcast advertising
4.	Context		In 2011 in Viet Nam
5.	objectives		Make children develop the preference for Vinamilk (affective dimension)
6.	messages	General selling proposition	If children drink Vinamilk, they will be taller more intelligent, enhance their eyesight and have a bright future
		Product attributes	Good taste Supply A, Mg, Ca, D3 ADM+ formula
		Customer benefits	Healthy, tall, intelligent Enhance eyesight
		Personal values	wisdom
7.	Message execution	Description	The ad begins with a scene of three little boys and an animated cow playing basketball. One of those children is taller and better at playing than the two others, and he is also very intelligent. A cheerful song is given as the musical background of the ad. The slogan: “Sáng tầm nhìn, cao tầm với”
		Execution style(s)/ rhetorical device(s)	Musical Humorous
8.	Evaluation		Good impression

ITEM 3: Knorr advertisement (3)

Components			Contents
1.	Source		Knorr company
2.	Target audience		Wives
3.	Medium (media)		Broadcast advertising
4.	Context		Modern life in Viet Nam
5.	objectives		Make people especially housewives develop the preference for Knorr (affective dimension)
6.	messages	General selling proposition	If you use Knorr, you will have good meals and happy family.
		Product attributes	Nutrition Good taste
		Customer benefits	Having tasting meals
		Personal values	Happiness Wisdom
7.	Message execution	Description	The ad describes a family preparing for a meal. They are singing a song about the delicious taste of Knorr and the mom’s cooking skill. The slogan is “ngọt canh xương ống đậm đà thịt thăn”.
		Execution style(s)/ rhetorical device(s)	Musical Image/mood
8.	Evaluation		Funny, meaningful

Source:

(1)  http://www.google.com.vn/imgres?q=WMF+Grand+Gourmet+knife%E2%80%9D+advertisement&um=1&hl=vi&sa=N&biw=1280&bih=667&tbm=isch&tbnid=8iio50pVZJ51BM:&imgrefurl=http://www.squidoo.com/carrotcake&docid=nEad3p5-GPeGEM&imgurl=http://i254.photobucket.com/albums/hh112/bcw-l2/SlicedCarrotbyWMFGrandGourmentKnife.jpg&w=500&h=353&ei=Xj1wUOvHEPGhiAfwtYCACw&zoom=1&iact=rc&dur=265&sig=115813638488987098313&page=1&tbnh=143&tbnw=206&start=0&ndsp=15&ved=1t:429,r:0,s:0,i:68&tx=122&ty=26

(2)  http://www.youtube.com/watch?v=zhioM5FWK5A

(3)  http://www.youtube.com/watch?v=7dtMmkhNwy8