ENTRY
2
Understanding advertising messages
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Components
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Contents
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1
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Source
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Unilever
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2
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Target Audience
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Men
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3
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Medium
(media)
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Broadcast on TV
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4
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Context
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Modern life
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5
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Objectives
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Introduce a new product: new
formula Axe
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6
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Messages
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General Selling
Proposition
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If you use new formula Axe, you
will catch the attention of many women
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Product
attributes
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Long-lasting, charming and attractive
perfume
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Customer
benefits
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Enjoying the charming perfume for
a long time
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Personal values
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Pleasure, happiness, attractiveness
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7
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Message
Execution
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Description
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A
young man using new formula Axe attracts two beautiful girls at the first
sight. When they are sitting together, a mosquito bites the young man then it
is eaten by a male frog. Thanks to eat this mosquito, the frog can make love
with a female one. After that, an old man eating this male frog attracts and
has sexual relationship with a young woman. Finally, when the old man dies,
two worms in his tomb stick together and make the heart’s shape.
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Execution
style(s)/ Rhetorical Device(s)
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Humorous, musical, fantasy
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8
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Evaluation
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Creative, effective and
impressive advertisement
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Item 2: “Scholl Odour Control
Foot Spray” advertisement
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Components
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Contents
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1
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Source
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Dr Scholl’s
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2
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Target Audience
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People have bad foot odour
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3
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Medium (media) |
Printed ad
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4
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Context
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Modern life
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5
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Objectives
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Create
the need to cure bad foot odour and introduce Scholl Odour Control Foot Spray as the cure
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6
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Messages
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General Selling Proposition
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If
you don’t use Scholl Odour Control Foot Spray, your foot odour will be smell and you
will affect other people.
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Product attributes
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Neutra-Activ
Antiperspirant
Deodorant
24 hours performance
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Customer benefits
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Removal
of bad foot odour, fresh and dry foot for a long time(24 hours)
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Personal values
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Social
acceptance, comfortable life
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7
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Message Execution
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Description
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A
pair of dirty and smelling shoes is lying on the floor. Next to them, there
is a parrot died in its cage because of the bad odour of the shoes. At the
right top of the picture, Scholl Odour Control Foot Spray appears like a cure for this problem.
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Execution style(s)/
Rhetorical Device(s)
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Mood/Image
Humorous
Fantasy
Metaphor
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·
The smelling shoes- people having
bad foot odour
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The parrot- people around you
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8
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Evaluation
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Personally:
Good impression and effective advertisement
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Item 3: “Dế mèn”
nutritious cereals advertisement
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Components
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Contents
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1
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Source
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VINACAFÉ
BH
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2
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Target Audience
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Primarily
children
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3
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Medium (media) |
Broadcast
on TV
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4
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Context
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Modern
life
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5
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Objectives
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Introduce
a new product: “Dế mèn” nutritious cereals
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6
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Messages
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General Selling Proposition
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If
you use Dế mèn” nutritious cereals, you will be agile, healthy and
intelligent
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Product attributes
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Vitamins,
minerals, DHA, good taste
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Customer benefits
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Good
eyes, healthy bones and teeth, mental development
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Personal values
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Comfortable
life, wisdom, social respect, pleasure
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7
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Message Execution
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Description
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The
cricket becomes healthy, agile, intelligent and socially respectful by using
“Dế mèn” nutritious cereals
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Execution style(s)/
Rhetorical Device(s)
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Mood/Image:
The cricket in the ad is the symbol of healthy and intelligent child
Scientific:
using vitamins and minerals then pointing out their good effect on people
health.
Musical
Animated
product symbol
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8
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Evaluation
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Personally:
interesting, good impression
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Sources:
http://www.google.com.vn/imgres?hl=vi&sa=X&biw=1152&bih=687&tbm=isch&prmd=imvns&tbnid=T_2_MoyfIJ5dzM:&imgrefurl=http://www.amtstudios.nl/blog/2009/11/40-grappige-print-advertenties/&docid=IR-wPbnLfSdUzM&imgurl=http://www.amtstudios.nl/blog/wp-content/uploads/2009/11/dr-scholls-foot-odour.jpg&w=436&h=286&ei=fsJxUL_HNo2uiQfltoGIAQ&zoom=1&iact=hc&vpx=111&vpy=204&dur=1427&hovh=182&hovw=277&tx=99&ty=94&sig=101638074832394054417&page=1&tbnh=117&tbnw=179&start=0&ndsp=19&ved=1t:429,r:0,s:0,i:70
Dear Thuy,
Trả lờiXóaYour entry is rather interesting. From my personal point of view, i would like to give you some comments:
First, the evaluation section requires us to give some specific comments on the ad's advertising effectiveness. We should make it clear how the ad can help to sell a great sale of the product. We should not give such a too general evaluation like "it's very interesting", "it is very impressive" or something like that but we should clarify how effective the ad is and what it can bring to the company, whether it can help bring a great benefit or not.
Second, in the 1st item, you should make its context more specific because it can cause confusion. "Modern life" means modern life everywhere, even in Vietnam! but actually it doesn't. In execution style section, you should add mood, lifestyle and overstatement.
Finally, in the 2nd item, as what i can see in the ad, i can not find such benefits that you have listed out: Neutra-Activ, Antiperspirant, Deodorant, 24 hours performance. When analyzing an ad, we should not get too fat from what it says.
Enjoy your work!
Actually, product attributes such as Neutra-Activ, Antiperspirant, Deodorant, 24 hours performance were printed on the brand of product. The image of product at the right top is quite small, so that you cannot see them is easy to understand
Trả lờiXóaI agree with Hien about the context of item 1. You should make it clearer. The ad is only suitable in some certain countries but not all. In Viet Nam, it's rather unacceptable!^^
Trả lờiXóaI think overstatement is other rhetorical device in item 2.The parrot cannot die only because of suffering bad foot odour.
Trả lờiXóa