ENTRY 2_VÕ PHƯƠNG LINH

ENTRY 2

Understanding advertising messages

ITEM 1: "Frisk chewing gum" advertisement

http://www.youtube.com/watch?v=_fOKSENJdOk



Components			Contents
1.	Source		Perfetti Van Melle company
2.	Target Audience		Every viewer, especially people who have bad smell.
3.	Medium (Media)		Broadcast
4.	Context		In 2008, USA.
5.	Objectives		- Develop the buyers’ preference about their products. - Give a solution to the bad smell.
6.	Messages	General Selling Proposition	Using our products, you’ll own the irresistibly fresh breath. It means that you’ll never need to worry about your whiff of foul breath.
		Product Attributes	-     Useful -     Fresh -     Convenient -     Effective
		Customer Benefits	-     Have the pleasure/enjoyment, happiness. -     Have fresh breath. -     Find the solution to the halitosis. -     Become more confident.
		Personal Value	Attractiveness Happiness Confidence
7.	Message Execution	Description	A man with the halitosis feels embarrassed and anxious when meeting her girlfriend. He is standing outside her door for a while in hesitating to wait for his girlfriend to open the door. At that time, he decides to use three chewing gum tablets before coming in her house. However, his breath isn’t still fresh enough, so her dog growls with him. He use one more chewing gum tablet, and it takes effect immediately. As a result, even her dog can be irresistible his fresh breath.
		Execution Style(s)/ Rhetorical Device(s)	- Fantastic - Mood - Musical
8.	Evaluation		Exciting Funny Successful.

ITEM 2: "Nissan LEAF™" advertisement

http://www.youtube.com/watch?v=eG7ueitiW-w

Components			Contents
1	Source		Nissan company
2	Target Audience		Adults
3	Medium		Broadcast on TV
4	Context		In the launch of the first electric car  - Nissan Leaf
5	Objectives		Persuade people to buy and use Nissan Leaf car as the way to prevent global warming
6	Messages	General selling proposition	If you use the car, you can contribute something to protect environment and save our world.
		Product attributes	Electric car-->Environmental friendly; attractive design.
		Customer benefits	A cleaner living environment, satisfaction, love.
		Personal values	Social responsibility, happiness.
7	Message execution	Description	The video follows the journey of a wandering white bear from the North Pole. As a result of global warming that the main reason is due to the massive emission of gases causing the greenhouse effect, melting ice, the bear has no shelter. He was swimming across the ocean, wandering in the jungle, alone on the long road in hopes of finding people who can save his live until  one day the bear met a man using Nissan Leaf
		Execution styles Rhetorical devices	Music/image Fantasy Overstatement
8	Evaluation		Impressive Emotional Successful

ITEM 3: "The Pause That Refreshes” advertisement

http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136



Components			Contents
1	Source		Coca-Cola  agency
2	Target Audience		Everyone, especially  busy ones
3	Medium		Poster in public places, online magazine..
4	Context		"Thirst Knows No Season" campaign, in 1992
5	Objectives		Persuade customers to drink  Coca cola every single day
6	Messages	General selling proposition	If you drink Coca cola, you will taste the best drink that bring you a full refreshment to go on in  hustle-bustle lives
		Product attributes	Refreshing you in each thirst and having good quality
		Customer benefits	Delicious taste, refreshment , convenience, health
		Personal values	Self fulfillment, health.
7	Message execution	Description	Images: the poster portrays a man having a stop in the way of doing business;  with a cup of coca cola on his hand,  the  man are being very satisfied and happy through his smile.  Texts: With the best quality and delicious taste, coca cola is the best choice to slake your thirst and brings you energy and refreshment to go on in hustle-bustle life. Because of this, even you are a busy person; you need to spend only a minute trying it every day in each pause.
		Execution styles Rhetorical devices	Image
8	Evaluation		Easy to understand Convincing Successfull