Entry 2_Hoàng Thị Mỹ Hạnh

Entry 2: Capturing the message.

Item 1: Poster

 

Components			Contents
1	Source		Lazer SA
2	Target Audience		bikers
3	Medium (Media)		print ad
4	Context		Modern life
5	Objectives		to introduce a new product
6	Messages	General selling proposition	If you use Lazer helmet, your head will be safe.
		Product attributes	·   strong hard ·   suitable for every head size
		Customer benefits	Safe bike riding
		Personal values	Security, Wisdom
7	Message execution	Description	In the picture, there is a man in hospital. All of his body is bandaged; except for his head. The logo of Lazer helmet, which is on the bottom, implies that he did use Lazer product.
		Execution style(s) Rhetorical device(s)	humorous overstatement
8	Evaluation		A very interesting advertisement

 

 Item 2: Video

Components			Contents
1	Source		Vinamilk
2	Target Audience		children
3	Medium (Media)		broadcast (television)
4	Context		2012 in Vietnam
5	Objectives		·         To introduce a new product ·         To persuade people to buy products of Vinamilk
6	Messages	General selling proposition	If you drink milk of Vinamilk, you will be tall and sharp-sighted.
		Product attributes	Nutritious Ingredients
		Customer benefits	Healthy Good taste
		Personal values	Health, wisdom
7	Message execution	Description	A cow is offering other three ones glasses and high heels. However, three cows refuse to buy them in music. Thanks to drinking milk, they are tall and sharp-sighted enough that they do not need to wear glasses and high-heeled shoes.
		Execution style(s) Rhetorical device(s)	musical humorous animated product Overstatement
8	Evaluation		A lovely and funny advertisement

 

Item 3: Poster

 

Components			Contents
1	Source		Garcia Robles, Guatemala
2	Target Audience		Everybody
3	Medium (Media)		print ad
4	Context		2007 in Spain
5	Objectives		To remind everybody about a radio station
6	Messages	General selling proposition	Remember that you still can listen to music on radio beside your iPod.
		Product attributes	always available when you are driving
		Customer benefits	mobile listening
		Personal values	Pleasure
7	Message execution	Description	A tape asserts that he is iPod’s father. The logo of the radio station, accompanied by a text “Do you remember”, is on the right bottom side.
		Execution style(s) Rhetorical device(s)	image overstatement
8	Evaluation		impressive and effective advertisement