Thứ Hai, 8 tháng 10, 2012

Entry 2_Nguyễn Thị Thúy


ENTRY 2
Understanding advertising messages


Components
Contents
1
Source
Unilever
2
Target Audience
Men
3
Medium (media)
Broadcast on TV
4
Context
Modern life
5
Objectives
Introduce a new product: new formula Axe
6
Messages
General Selling Proposition
If you use new formula Axe, you will catch the attention of many women
Product attributes
Long-lasting, charming and attractive perfume
Customer benefits
Enjoying the charming perfume for a long time
Personal values
Pleasure, happiness, attractiveness
7
Message Execution
Description
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.
Execution style(s)/ Rhetorical Device(s)
Humorous, musical, fantasy
8
Evaluation
Creative, effective and impressive advertisement

Item 2: “Scholl Odour Control Foot Spray” advertisement



Components
Contents
1
Source
Dr Scholl’s
2
Target Audience
People have bad foot odour
3
Medium (media)
Printed ad
4
Context
Modern life
5
Objectives
Create the need to cure bad foot odour and introduce Scholl Odour Control Foot Spray as the cure

6
Messages
General Selling Proposition
If you don’t use Scholl Odour Control Foot Spray, your foot odour will be smell and you will affect other people.
Product attributes
Neutra-Activ
Antiperspirant
Deodorant
24 hours performance
Customer benefits
Removal of bad foot odour, fresh and dry foot for a long time(24 hours)
Personal values
Social acceptance, comfortable life
7
Message Execution
Description
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.
Execution style(s)/


Rhetorical Device(s)
Mood/Image
Humorous
Fantasy
Metaphor :
·        The smelling shoes- people having bad foot odour
·        The parrot- people around you
8
Evaluation
Personally: Good impression and effective advertisement

Item 3: “Dế mèn” nutritious cereals advertisement


Components
Contents
1
Source
VINACAFÉ BH
2
Target Audience
Primarily children
3
Medium (media)
Broadcast on TV
4
Context
Modern life
5
Objectives
Introduce a new product: “Dế mèn” nutritious cereals
6
Messages
General Selling Proposition
If you use Dế mèn” nutritious cereals, you will be agile, healthy and intelligent
Product attributes
Vitamins, minerals, DHA, good taste
Customer benefits
Good eyes, healthy bones and teeth, mental development
Personal values
Comfortable life, wisdom, social respect, pleasure
7
Message Execution
Description
The cricket becomes healthy, agile, intelligent and socially respectful by using “Dế mèn” nutritious cereals
Execution style(s)/





Rhetorical Device(s)
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

8
Evaluation
Personally: interesting, good impression


Sources:


4 nhận xét:

  1. Dear Thuy,
    Your 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!

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  2. 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

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  3. I 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!^^

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  4. I think overstatement is other rhetorical device in item 2.The parrot cannot die only because of suffering bad foot odour.

    Trả lờiXóa