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Components
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Contents
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||
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1
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Source
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Coca-cola
|
|
|
2
|
Target Audience
|
Everyone
|
|
|
3
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Medium (media)
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Printed ads
|
|
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4
|
Context
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In American
|
|
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5
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Objectives
|
Improving the liking of Coca-cola drink among
people
Introduce product
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|
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6
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Messages
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General Selling Proposition
|
Coca-cola helps people become closer together and
feel happy
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Product attributes
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Good taste, refreshing
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||
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Customer benefits
|
Enjoyment of good taste
|
||
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Personal values
|
Happiness, social relationships
|
||
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7
|
Message Execution
|
Description
|
Three members of the family of bears are drinking
together cozily in winter.
|
|
Execution style(s)/
Rhetorical Device(s)
|
Image
Overstatement, metaphor
|
||
|
8
|
Evaluation
|
|
It creates powerful and deep messages. It brings
profit to the company.
|
ITEM 2: OIKOS YOGURT
|
Components
|
Contents
|
||
|
1
|
Source
|
Stonyfield
|
|
|
2
|
Target Audience
|
Everyone
|
|
|
3
|
Medium (media)
|
Broadcast (TV)
|
|
|
4
|
Context
|
Unclear
|
|
|
5
|
Objectives
|
Introduce product
|
|
|
6
|
Messages
|
General Selling Proposition
|
If you eat Oikos yogurt, you will feel comfortable
and have a healthy life
|
|
Product attributes
|
Essential vitamins and minerals, lower blood
pressure, low fat
|
||
|
Customer benefits
|
Sweet taste, healthy
|
||
|
Personal values
|
Pleasure, excitement, attractiveness
|
||
|
7
|
Message Execution
|
Description
|
A wife
is feeding for husband then the husband does not again feed for wife.
Therefore, the wife feels angry and fights her husband and continues to eat
yogurt.
|
|
Execution style(s)/
Rhetorical Device(s)
|
Musical
Overstatement
|
||
|
8
|
Evaluation
|
|
Humorous, attractive, creative
|
ITEM 3: VINAMILK
|
Components
|
Contents
|
||
|
1
|
Source
|
Vinamilk
|
|
|
2
|
Target Audience
|
Everyone
|
|
|
3
|
Medium (media)
|
Broadcast (TV)
|
|
|
4
|
Context
|
In Vietnam | |
|
5
|
Objectives
|
Introduce product
|
|
|
6
|
Messages
|
General Selling Proposition
|
If you drink Vinamilk every day, you will have a
healthy life.
|
|
Product attributes
|
100% fresh and pure milk, vitamins and minerals,
low fat
|
||
|
Customer benefits
|
Good taste
|
||
|
Personal values
|
Pleasure, excitement, wisdom, happiness
|
||
|
7
|
Message Execution
|
Description
|
Hundreds of cows are dancing and singing together.
Music can inspire them, which makes them produce more fresh milk.
|
|
Execution style(s)/
Rhetorical Device(s)
|
Musical
Symbol, overstatement
|
||
|
8
|
Evaluation
|
|
Humorous, attractive, creative
|
Sources:
http://www.youtube.com/watch?v=AzJv8TagXvo
http://www.youtube.com/watch?v=jAtlFCVq3G4
http://rgb.vn/ideas/ideas/advertising/pepsi-va-coke-suc-manh-cua-thuong-hieu
http://www.stonyfield.com/products/oikos
http://www.vinamilk.com.vn/?vnm=product&id=34
I don't think your analysis of second ad is proper.
Trả lờiXóaIn terms of product attributes, the ad only shows that Okios yogurt is extremely attractive with good taste. In addition, I don't agree that "attractiveness" is a personal value.
i think item 3 context; modern time in viet nam
Trả lờiXóacustomer benefit is healthy and good taste
item 1: i dont think that kind of bear living in America. Thus, the context can be in South Pole
Trả lờiXóaIn item 1, source is "Coca- cola company" , the Objectives is just "introduce product", not "improving the liking of Coca-cola drink among people". Moreover, the General Selling Proposition should be the cherriness even in the winter, not "Coca-cola helps people become closer together and feel happy". And the Execution style(s)/Rhetorical Device(s)is image/ fantasy
Trả lờiXóaIn item 2: I add execution style_ humorous, another customer benefit is enhanced sexual ability. In item 3: another rhetorical device is repetition.
Trả lờiXóaIn item 1, i think
Trả lờiXóa-context is mordern life
-personal value should be: pleasure, not social relationship
-Execution style: fantasy
As what a can learn from the 2nd item, I would like to have comments on some points:
Trả lờiXóa+ You can not say that the context is unclear because when you choose the ad, you are supposed to know it well.
+ You should add humorous to the execution style section.
+ You had better clarify the evaluation section more specifically because this section requires us to give a comment on how effective the ad is in order to bring benefits to the company.
Item 3, I think that
Trả lờiXóa: execution stlyle: I add animated
wisdom is not a personal value of this ad.