Entry 2_Ngô Thị Minh Phương

Entry 2_Ngô Thị Minh Phương

ENTRY 2

Understanding advertising mesages

Item 1: Avista Language School

http://www.youtube.com/watch?v=KyJDeF2RHMw&feature=related

Components			Contents
1	Source		Avista Language school
2	Target Audience		Everyone
3	Medium		Broadcast on TV and Internet
4	Context		America
5	Objectives		persuade everyone to take part in language cources in ALS
6	Messages	General selling proposition	Learning a new language might one day save ones' own life.
		Product attributes	teach how to respond to in necessary cases.
		Customer benefits	Use another language fluently
		Personal values	Self-fulfillment/ personal accomplishment wisdom, security
7	Message execution	Description	A gold fish is merrily swimming around its’ bowl while  a cat is sneaking up on it with a covetous gaze. Listening to music from Jaws, once the cat thinks it has its dinner the goldfish barks like a dog startled. Therefore, the cat leaves
		Execution style(s) Rhetorical device(s)	Image Humorous/ fancy Metaphor
8	Evaluation		Funny. This is a creative ad with a surprising ending making viewers able to remember immediately about ALS.



Item 2: Sony Vaio Laptop

Components			Contents
1	Source		VAIO
2	Target Audience		Everyone who have the need to use computer
3	Medium		Printed ad
4	Context		Unknown
5	Objectives		persuade users that Vaio is good and very light, so it is a good choice.
6	Messages	General selling proposition	Lightweight and quality are the best features
		Product attributes	Portable, especially light, smooth screen.
		Customer benefits	Mobile-lifting, easily- taking.
		Personal values	Pleasure, Wisdom,  Comfortable, enjoyable.
7	Message execution	Description	An elegant businessman is on the runway of an airport. There is a bag in his hand and some papers left in another one. He looks amazed because most of the documentary papers and even the laptop are gone with the gust of the wind made by airplane nearby.
		Execution style(s) Rhetorical device(s)	Mood or Image Overstatement (Vaio is light as a paper)
8	Evaluation		Interesting. The ad can describe the lightness of laptop.

Item 3: Australia post

Source : http://theinspirationroom.com/daily/2007/australia-post-touch/

Components			Contents
1	Source		Australia post
2	Target audience		Everyone
3	Medium(media)		printed advertisement (newspaper, magazines...)
4	Context		Melbourne, Australia, May 2007
5	Objectives		Encourage to write letters to keep contact with loved ones.
6	Message	General selling proposition	Using Australia post, you will always keep in touch with your beloved one even touch them with a letter.
		Product attributes	Effective, connective, fast
		Customer benefits	Keep in touch with your loved one and express your real emotion.
		Personal values	Love, pleasure, happiness,
7	Message execution	Description	The father is embracing tightly his daughter, which is shaped with a letter filled by dear words. The girl is smiling happily as she is being hugged by her father at that moment. It can be said to be a sort of Dad and Daughter diary. The father remembers about their first years together and reminds of all her early memories with full of hope and true emotion.
		Execution style(s) Rhetorical device(s)	Mood Image Overstatement Fanstasy
8	Evaluation		Personally: The ad is really convincing and impressive.



Item 4: Double mint

Source: http://www.youtube.com/watch?v=xwNe5Kqi3Ho&feature=related

Components			Contents
1	Source		Double mint
2	Target audience		Everybody
3	Medium(media)		Broadcast advertising on TV, Internet.
4	Context		Malaysia
5	Objectives		- persuade people to use Double mint. - raise brand awareness.
6	Message	General selling proposition	Using Double mint makes you have the fragrant breath and be excited.
		Product attributes	Staple: menthol.
		Customer benefits	Having a fragment breath, excitement, self-fulfillment, mature love.
		Personal values	Having a fragrant breath, Excited, Pleasure, Confidence.
7	Message execution	Description	A boy is flirting with a girl in a cabin of the carousel, because he has the smelly breath,she vomits. After using Double mint gum, the boy has a fragrant breath immediately and the girl falls in love with him.
		Execution style(s) Rhetorical device(s)	Musical Fantasy Humorous/ Overstatement.
8	Evaluation		Eye-catching, interesting and humorous.