Entry 2_Nguyễn Hồng Nhung

Understanding advertising massages

Item 1: Amazon Kindle commercial

Components			Contents
1	Source		Amazon (one of the first big companies selling goods over the Internet)
2	Target Audience		People like reading
3	Medium (media)		Broadcast
4	Context		Modern life
5	Objectives		To introduce product
6	Messages	General Selling Proposition	Exploring in every page with the Amazon Kindle with hundreds of different stories
		Product attributes	Have many kinds of books
		Customer benefits	Reading books faster and more easily, and can enjoy diverse interesting experiences
		Personal values	Wisdom, experienced, pleasure
7	Message Execution	Description	A mother took her daughter to school bus station. After saying goodbye, mother experienced her daughter’s world with hundreds of different stories about Witches, Cleopatra, and even a Vampire by Amazon Kindle! She really felt happy!
		Execution style(s)/ Rhetorical Device(s)	Musical, image, demonstration, animated product symbols
8	Evaluation		This ads is interesting and childlike. It is also simple but lovely and impressive which can really motivate readers to buy product.

Item 2: FCUK For Man poster

Components			Contents
1	Source		French Connection
2	Target Audience		Man
3	Medium (media)		Printed
4	Context		Fall 2011
5	Objectives		To introduce product
6	Messages	General Selling Proposition	Dress FCUK For Man to prove society that you are a real man
		Product attributes	Elegant even when being wet
		Customer benefits	Manly, elegant, adventurous, daring
		Personal values	Social acceptance and respect, Wisdom, Self-respect, Personal accomplishment
7	Message Execution	Description	A man rode a plastic fake horse at sea in fall when the weather was cloudy. However, he still floated on water and kept his elegant appearance fully with a haughty face. He looked really manly.
		Execution style(s)/ Rhetorical Device(s)	Image or mood (the man represented for every man in society)
8	Evaluation		This poster is really attractive and can generate the desire for men to buy product because they will want to be manly and admirable like the man in poster.

Item 3: Starbucks Coffee poster

Components			Contents
1	Source		Starbucks Corporation
2	Target Audience		Everyone
3	Medium (media)		Printed
4	Context		Modern life in US
5	Objectives		To introduce product and reinforce the best quality in all of coffee.
6	Messages	General Selling Proposition	Drink Starbucks coffee to inspire the best of you
		Product attributes	The best quality coffee, taste of inspiration
		Customer benefits	Clear-minded, inspired, relaxed
		Personal values	Wisdom
7	Message Execution	Description	A cup of Starbucks coffee appears clearly in a blurred background.
		Execution style(s)/ Rhetorical Device(s)	Image or mood, demonstration, lifestyle
8	Evaluation		This poster is simple but eye catching. The cup of coffee is focused which makes the product more impressive. The message is easy to understand thoroughly and really can motivate consumers.

Sources:

(1): http://www.youtube.com/watch?v=N6wWy9DwgPQ&feature=player_embedded

(2): http://www.limitemagazine.com/wp-content/uploads/2011/02/french-connection-you-are-0.jpg

(3): http://justemagine.files.wordpress.com/2012/08/unit-1-assignment-starbucks_coffee_sustaining_ad_by_eathan28.jpeg