Entry 2_PhamThiQue

Understanding advertising message

Item 1: Pantene [1]

Conponents			Contents
1.	Source		Protector and Gamble Brands (P&G)
2.	Target Audience		Everyone
3.	Medium (Media)		Printed advertising
4.	Context		Modern life
5.	Objectives		Introduce the product
6.	Message	General Selling Proposition	If you use PANTENE PRO-V, you will have thick and strong hair
		Product Attributes	Rich nutrients
		Customer Benefits	Good hair care and protection
		Personal Values	Attractiveness
7.	Message Execution	Description	Hair is strong likely a tornado that can lift a person
		Execution Style(s) / Rhetorical Device(s)	Image Overstatement
8.	Evaluation		Creative and impressive advertisement

Item 2: Heineken [2]

Conponents			Contents
1.	Source		Heineken International B.V
2.	Target Audience		Everyone
3.	Medium (Media)		Broadcast advertising
4.	Context		Modern life
5.	Objectives		Introduce the product
6.	Message	General Selling Proposition	Heineken is much more attractive than a beautiful girl.
		Product Attributes	- Tasty - Fresh
		Customer Benefits	- Exciting - Pleasure
		Personal Values	- Attractiveness
7.	Message Execution	Description	In the supermarket, a girl is trying to reach two Heineken bottled beer on the top of the self. A man seeing this comes near her. First of all, he was impressed a lot by the beauty of the girl. The girl smiles with him and thinks that he will help her. The boy takes two Heineken bottled beer and turns away without giving them to her. This misunderstanding makes the advertisement exciting and funny.
		Execution Style(s) / Rhetorical Device(s)	- Humorous - Musical - Mood
8.	Evaluation		Funny and impressive advertisement

Item 3: Accord [3]

Conponents			Contents
1.	Source		American Honda Motor Co., Inc.
2.	Target Audience		Everyone
3.	Medium (Media)		Broadcast advertising
4.	Context		Modern life
5.	Objectives		Introduce the product
6.	Message	General Selling Proposition	Accord is absolutely perfect and scrupulous
		Product Attributes	- perfect - scrupulous - safe
		Customer Benefits	- guarantee - safety
		Personal Values	Satisfaction
7.	Message Execution	Description	The process of making a car Accord from the beginning until the end
		Execution Style(s) / Rhetorical Device(s)	- image - demonstration
8.	Evaluation		Complicated, creative and impressive

Reference:

[1]

http://www.google.com.vn/imgres?um=1&hl=vi&sa=N&biw=910&bih=428&tbm=isch&tbnid=GrDvw68V-nahEM:&imgrefurl=http://www.advertolog.com/pantene/print-outdoor/tornado-11765405/&docid=0IuyU5gCUNqrAM&imgurl=http://files.coloribus.com/files/adsarchive/part_1176/1

[2]

http://www.youtube.com/watch?NR=1&v=Pc0FNrRpgTo&feature=endscreen

[3]

http://www.youtube.com/watch?v=On6I1r6q4eg&feature=related