ENTRY 2_Nguyễn Thị Kim Ưng

ENTRY 2_ Nguyễn Thị Kim Ưng

ENTRY 2

Understanding advertising messages

ITEM 1: “The 21^st century Beetle” advertisement”(1)

      

Components			Contents
1.	Source		Volkswagen                                                        ( a German automobile manufacturer)
2.	Target Audience		People who are interested in iconic sporty cars
3.	Medium (Media)		Broadcast on TV
4.	Context		in the 21th century,  in Germany
5.	Objectives		To introduce the new type of car with its special  features.
6.	Message	General selling proposition	Driving this Beetle, you can feel excited with its agility and neatness in comparison with any other Beetle before.
		Product attributes	Fuel efficiency, Intelligent Crash Response System, new sporty style, powerful brand names
		Customer benefits	Fuel economy, high speed, safe,trick you
		Personal values	Self-respect, comfortable life, pleasure
7.	Message execution	Description	A Beetle scurries around the forest, runs through another moving bugs’ line on rough road. Galloping through a caterpillar, mantis, ants, it finally jumps into a field and lands in front of the viewers on a rock. Then Beetle transforms into the outline of the new Volkswagen Beetle and then the tag line “The 21st Century Beetle coming this fall” appears.
		Execution style(s) Rhetorical device(s)	Metaphor: The Beetle-new design of VW Other insects-other vehicles Fantasy Musical
8.	Evaluation		This ad makes everyone curious and expect to see an amazing reforming of a well-known car_ the Beetle V

ITEM 2: “The New Lotus Tea” advertisement. 

Components			Contents
1.	Source		Ochao Tea house
2.	Target Audience		Everyone
3.	Medium (Media)		Printed ad
4.	Context		In 2011
5.	Objectives		To provide basic information about the program
6.	Message	General selling proposition	To inspire people to take part in activities in Ochao Tea house
		Product attributes	To supply customers with time, place and content of the program with direct images
		Customer benefits	To get an imperial way to drink lotus tea, discover the making and enjoy dishes made from lotus
		Personal values	Happiness (especially who loves flower)
7.	Message execution	Description	Some images are lotus, tea, certain hands and breakfast meal. Besides, some useful words to intrduce product. This product contains information and beautiful images.
		Execution style(s) Rhetorical device(s)	Symbol
8.	Evaluation		Simple but informative, gentle like the way of enjoying tea is supposed to be

ITEM 3: “The Ensure Gold” advertisement(3)

Components			Contents
1.	Source		ABBOTT LABORATORIES
2.	Target Audience		The old, especially from the age of fiftieth
3.	Medium (Media)		Broadcast On TV
4.	Context		Current society in America
5.	Objectives		To introduce New Ensure Gold with nutritive system ( affective dimension)
6.	Message	General selling proposition	Using this product makes the old healthy.
		Product attributes	Vitamins, calcium, minerals, folic acid and .zince
		Customers benefits	Healthy digestion, bones, immunity and heart
		Personal values	Healthy lifestyle, wisdom
7.	Message execution	Description	A 62-year-old man says that Ensure Gold makes him healthy. Next, an expert explains these nutrients and theirs benefits to health of the old. The old man is playing tennis with his son, which proves that he is still strong to play that game and even win his son.
		Execution style(s) Rhetorical device(s)	Lifestyle Mood/ Image Demonstration: The ad shows the result of using Ensure Gold. Testimonial/ spoken-person
8.	Evaluation		Personally: interesting and impressive

Source

(1)http://www.youtube.com/watch?v=UR0l56BXky8

(3)http://www.youtube.com/watch?v=m31SOiuzTps