Entry 2_Vũ Thị Hiền

ENTRY2

Understanding advertising messages

ITEM 1: IKEA's advertisement

Components			Contents
1	Source		IKEA company
2	Target Audience		Everyone, especially people who are planning a new house with new furniture for their family.
3	Medium (Media)		Printed ad
4	Context		Modern life
5	Objectives		- Introduce to customers the perfect products (home furniture) of the company as well as the perfect free delivery service - Create the need to buy and use IKEA's products and services for people to enhance their lives
6	Message	General selling proposition	If you buy the product of IKEA company, you can enjoy perfect furniture for your house and can be offered perfect free delivery service.
		Product attributes	- Perfect features - Luxurious values - Free and safe delivered
		Customer benefits	Luxurious home furniture and carefree delivery service without payment (safely mobile house)
		Personal values	Wealth, convenience and respect
7	Message execution	Description	A luxurious house full of perfect furniture which are tidily organized is delivered to the customer by a staff of IKEA company. The delivery is absolutely safe and free because everything is stative in their own positions and the slogan is "free home delivery now!"
		Execution style(s) Rhetorical device(s)	- lifestyle - fantasy - image Overstatement (it is hard to believe that a full house can be delivered at once without moving the furniture)
8	Evaluation		Convincing and effective: the ad can motivate people to by the product and enjoy the service of the  company. It can bring great benefit to the company.

ITEM 2: Lifebuoy advertisement

Components			Contents
1	Source		Unilever Vietnam
2	Target Audience		Everyone
3	Medium (Media)		Printed ad
4	Context		Life in general, specifically in Vietnam
5	Objectives		- Make the customers aware that a Lifebuoy soap can clean all the dirty things - Encourage people to use Lifebuoy soap as the most effective cleaner
6	Message	General selling proposition	If you use a Lifebuoy soap, you can make everything clean, even very dirty ones such as a dirty cat so that you can put it on your dish!
		Product attributes	strong and effective cleaner
		Customer benefits	be able to clean all dirty things
		Personal values	Freshness and attractiveness
7	Message execution	Description	There is a cat lying on a disk in a fresh room. The cat has been cleaned/washed by using Lifebuoy soap. She is totally freed from dirt and can be now put on such a clean thing as a dish.
		Execution style(s) Rhetorical device(s)	- Fantasy  - Humorous Overstatement (it is unbelievable that a person can put his/her cat onto a dish because normally a cat is not so lean as a dish.)
8	Evaluation		Great success: The ad can make the customers believe in the effectiveness of using Lifebuoy soap to clean things, persuade them to buy the product. The ad buy a great sale of the product.

ITEM 3:  K+ TV advertisement

 

Components			Contents
1	Source		Goodcom Vietnam Media., Ltd
2	Target Audience		Everyone, the whole society
3	Medium (Media)		Broadscast on TV
4	Context		Modern life in Vietnam
5	Objectives		- Create the need to enhance entertaining life of Vietnamese people in modern society - Introduce K+ TV service as a new solution to improve Vietnamese people's entertaining life in modern life - Persuade people to use K+ TV service as a mean of entertainment
6	Message	General selling proposition	If you use K+ TV service, you will have a chance to enjoy perfect services: perfect sounds and image effects; your life will be full of love and happiness with sadness and loneliness being thrown away.
		Product attributes	- Better image effects - Better sound effects - More interesting programs - Better services
		Customer benefits	- Happy life - Well-serviced entertainment
		Personal values	Happy life full of love and laughing
7	Message execution	Description	The shows the happiness of all people in the society. They are couples, friends, families, from the young to the elderly, even lonely people. Their life is full of love, laughing and happiness, they are showing their happiness by singing, dancing, etc. Their happiness is brought by K+ TV. The ad also shows a staff of K+ TV service who is always enthusiastic with taking care of their customers.
		Execution style(s) Rhetorical device(s)	The ad combines effectively many execution styles: - Lifestyle - Musical - Fantasy - Humorous - Mood
8	Evaluation		Great success: The ad can persuade people convincingly about the great benefits of using K+ TV services. It can help the company to spread its services very quickly as well as earn great income.

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[1] http://www.google.com.vn/imgres?q=ikea+free+home+delivery+now&um=1&hl=en&sa=N&biw=1024&bih=578&tbm=isch&tbnid=bt3eg7ytFJAZYM:&imgrefurl=http://www.dailydesigninspiration.com/advertisements/ddb/ikea-free-home-delivery-now/&docid=M7Kx1GZhgtRn0M&imgurl=http://dailydesigninspiration.com/diverse/adv/ddb/IKEA---Free-home-delivery-now.jpg&w=1400&h=933&ei=KchyUNSBFYa5iAf8moDwAw&zoom=1&iact=rc&dur=4&sig=114689490386113816530&page=1&tbnh=118&tbnw=153&start=0&ndsp=18&ved=1t:429,r:0,s:0,i:68&tx=208&ty=244

[2] http://genk.vcmedia.vn/Images/Uploaded/Share/2011/02/12/genkpic021210.jpg

[3] http://www.youtube.com/watch?v=kCf76HXK7t8&NR=1&feature=endscreen