ENTRY 2
Understanding advertising massage
Item
1: Heineken Advertisement
Components
|
Content
|
||
1.
|
Source
|
Heineken
|
|
2
|
Target
Audience
|
Men
|
|
3.
|
Medium
(media)
|
Broadcasting
ad ( on TV , internet)
|
|
4
|
Context
|
Modern
life
|
|
5
|
Objectives
|
Introduce
Heineken Beer ( serving the planet)
|
|
6
|
Messages
|
General
selling Proposition
|
If
you drink Heineken, you are really manly
|
Product attributes
|
Water,
buckwheat, Hublon flowers
|
||
Customer Benefits
|
good
sense of taste,
freshness
|
||
Personal
Values
|
Happiness,
excitiement, pleasure, satisfaction
|
||
7
|
Message
Execution
|
Description
|
The
difference in demand between men and women. While women love fashion, men
love only Heineken. A group of women
shout loudly and feel so happy when they enjoy fashion. However, a group of
men shout more loudly and feel much happier than that of women as they find
Heineken.
|
Execution
Style(s)/ Rhetorical Devices
|
Lifestyle,
humorous, Image
Paradox
( women love fashion, men only love Heineken)
|
||
8
|
Evaluation
|
Funny
advertisement, bringing fame and big profit to Heineken Beer Mark.
|
|
A
Item
2: P/S Daisy Green Tea advertisement
Components
|
Content
|
||
1.
|
Source
|
Unilever
|
|
2
|
Target
Audience
|
Everyone
|
|
3.
|
Medium
(media)
|
Broadcasting
advertisement on TV
|
|
4
|
Context
|
Modern
life
|
|
5
|
Objectives
|
Introduce P/S Daisy Green Tea
|
|
6
|
Messages
|
General
selling Proposition
|
Preventing
tooth decay and reducing heat in mouth
|
Product attributes
|
Green
Tea Daisy, Calcium and Flour
|
||
Customer Benefits
|
Keep teeth healthy and white
|
||
Personal
Values
|
Satisfaction,
pleasure, happiness
|
||
7
|
Message
Execution
|
Description
|
Two children have tooth decay and heat in
the mouth. However, the children refuse to use quick cooling product from
their father. Only when their mother gives them to use P/S Daisy Green Tea,
do children get out of tooth decay and heat in the mouth effectively.
|
Execution
Style(s)/ Rhetorical Devices
|
Image
Music
Spoke-people
|
||
8
|
Evaluation
|
Effective
advertisement
|
|
Components
|
Content
|
||
1.
|
Source
|
Intersport
|
|
2
|
Target
Audience
|
athletes
|
|
3.
|
Medium
(media)
|
Printed
advertisement
|
|
4
|
Context
|
Modern
life
|
|
5
|
Objectives
|
Introduce
sporting goods
|
|
6
|
Messages
|
General
selling Proposition
|
If
you wear sporting goods of Intersport, you will be strong and can jump high
and quickly face ball into basket
|
Product attributes
|
Soft
Light
|
||
Customer Benefits
|
Active
Shining in matches
|
||
Personal
Values
|
Free,
comfortable, confident, pleasure
|
||
7
|
Message
Execution
|
Description
|
An
athlete can jump as highly as a person standing the ladder
|
Execution
Style(s)/ Rhetorical Devices
|
Image
Fantasy
Overstatement
|
||
8
|
Evaluation
|
Can
encourage to use sporting goods of Intersport
|
|
The first thing I want to mention here is the name of medium. it's "broadcast ad" not "broadcasting ad". Another thing is that I don't reckon that General selling Proposition of this ad is "If you drink Heineken, you are really manly"
Trả lờiXóaAlso, in the 2nd item, you said that the product attribute here is calcium, so the personal value here must be comfortable life and wisdom.
In your first item, product attributes are water, buckwheat, Hublon flowers. Where can you find them in your advertisement? I mean that is only your background knowledge not from the ad
Trả lờiXóain item 2, i think you have to write name of product in ads.
Trả lờiXóaGeneral selling Proposition:P/S Daisy Green Tea prevents tooth decay and reducing heat in mouth.
I dont think the objective in ad 1 is "if you drink Heineken, You are really manly" because we could only see how happy the men are when they see a room full of Heineken. In my opinion, the objective here is For men, Having Heineken, having the most desirable joy.
Trả lờiXóaNhận xét này đã bị tác giả xóa.
Trả lờiXóaIn Item 3, I think the target audience is not just "athletes", in fact this company provides their goods for "everyone who love playing sports".
Trả lờiXóaAlso, the sports that they focus on is basketball, so your idea in the Objective is quite general, it should be " Introduce and persuade people to use Basketball goods of Intersport."
In the top of the ad, there is a phrase:"free your sport", I think you should pay attention to its meaning in this ad.