Entry 2
Understanding advertising
message
Item 1: “Coca cola”
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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Coca-cola company
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2
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Target audience
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Everyone
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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 the Coca cola as a popular sortdrink for all families as well
as everyone
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6
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Message
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General selling proposition
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Anyone from the young to the old or from the north to the south can drink
coca cola.
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Product attributes
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Many sizes, easy drinking
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Customer benefits
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Many choices, easy to drink
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Personal values
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Happiness and exciting life
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7
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Message execution
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Description
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They use different images of coca cola bottles to symbolize everyone. For
example, a big bottle represents for father, a small bottle – children. Many bottles
with different sizes represent for a family.
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Execution style(s)
Rhetorical device
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Image (different images of coca cola bottles represent for many kinds of
people),
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8
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Evaluation
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Meaningful and convincing. Great success: make coca cola as a meaningful
kind of sort drink to all families.
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Item 2: “V-fresh”
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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Vinamilk
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2
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Target audience
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Everyone
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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 the product – V-fresh milk
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6
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Message
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General selling proposition
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V-fresh is made of real orange and milk so it makes real sweet taste.
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Product attributes
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Real and fresh
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Customer benefits
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Feel fresh and real sweet taste of orange and milk
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Personal values
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Health and pleasure and wisdom
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7
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Message execution
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Description
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A female duck and a rooster love each other but they can not come to
marriage because they are not the same kind. They promise to love forever in
the next life with eyes full of tears. It’s really true love. Watching this
scene, a crocodile feels moved and bursts into tears. After that, image of a
orange turns up and it is said that V-fresh is made of real oranges and milk
like this.
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Execution style(s)
Rhetorical device
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Fantasy, humorous (love story between a duck and a rooster, tears of
being moved by a crocodile)
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8
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Evaluation
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Funny and attractive
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Item 3: “Trung Nguyen coffee”
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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Trung Nguyen
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2
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Target audience
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Everyone
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3
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Medium (Media)
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Printed ad (magazine)
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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 the product – Trung Nguyen coffee
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6
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Message
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General selling proposition
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If you drink Trung Nguyen coffee, you will have creative ideas and enjoy
coffee made by passion and love and thoroughness of producers.
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Product attributes
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Good for creation , produced thorough in each stage
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Customer benefits
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Have creativeness and enjoy flavoured and quality coffee
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Personal values
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Pleasure and wisdom
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7
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Message execution
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Description
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Images of logo and hands holding beans are printed. There is slogan “special
for creativeness” and under the image of hands holding flavoured beans there is
a line with words “passion, thoroughness and love in each stage”.
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Execution style(s)
Rhetorical device(s)
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Image (hands full of flavoured coffee beans)
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8
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Evaluation
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Believable and convincing. Create belief about quality in consumers.
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Generally, your analysis is quite thorough.
Trả lờiXóaIn my opinion, the context in Item 1 should be a bit clearer "Modern time, Vietnam"
also a pretty important execution style is spokesperson, I think the sweet voice of the man here is an factor to make the ad more attractive.
- item 1: Viet Nam should be added in context
Trả lờiXóaI think "real product symbols" should be added to execution style(s)
Trả lờiXóaitem 2: i think that General selling proposition: if you drink V-fresh, you taste real orange.
Trả lờiXóa