Entry2_ Lê Thị Nhàn
Understanding advertising messages
Item
1: Coca cola advertisement
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Components
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Contents
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1.
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Source
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Coca-
cola company
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2.
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Target
Audience
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Young
adults
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3.
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Medium
(Media)
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Printed
ad
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4.
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Context
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In
1922, in America
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5.
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Objectives
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Introduce
product – Coca cola
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6.
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Messages
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General
Selling Proposition
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When
you drink Coca cola, you would feel cheery and powerful not only in summer
but also even in winter
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Product
Attributes
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Bottled,
hose sucked
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Customer
Benefits
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Hygiene,
enjoy coca- cola in many ways
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Personal
Values
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Refresh,
Pleasure
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7.
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Message Execution
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Description
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In
the poster, there is the girl skiing with the bright smiles on her face. The
line “thirst no season” beside means that Coke is not only the drink in
summer but in winter as well. Next is the symbol “5₵”. We can understand that
a bottle of Coke’s price is 5 cent. One more feature of the poster is a
sucking hose bottle and a cup of coca cola which means we can enjoy coca-
cola by tube or cup
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Execution
Style(s)/ Rhetorical Device(s)
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Image/
Mood
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8.
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Evaluation
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Great
success: make the branch: the 4 season coca- cola
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Item2:
Lady Gaga Fame Perfume advertisement
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Components
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Contents
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1.
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Source
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Coty
Beauty
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2.
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Target
Audience
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Young
Adults
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3.
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Medium
(Media)
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Printed
ad
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4.
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Context
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Modern
life
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5.
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Objectives
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Introduce
product: Lady Gaga perfume
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6.
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Messages
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General
Selling Proposition
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When
you use Lady Gaga perfume, you will attract many others’ admire and become
stylish
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Product
Attributes
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Color
from inside to outside and scent in everyone’s body are changeable, the cap
is designed as two hands holding it
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Customer
Benefits
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Typical,
easy to open
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Personal
Values
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stylish, attractive, elegant
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7.
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Message Execution
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Description
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Lady
Gaga is lying on her side with one “Lady Gaga perfume” on her left hand. The
color of the perfume is unique creative ever before with mysterious black
bottle, which represents the left side and the ups and downs on the way to
fame. In this shoot, Gaga wears a mysterious black mask, lying on her side
showing naked sexy designs, and there are many black people covered her body.
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Execution
Style(s)/ Rhetorical Device(s)
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mood/
image, demonstrate
overstatement,
fantasy
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8.
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Evaluation
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Personally,
impressive and clever
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Item3:
Samsung Galaxy SII phone
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Components
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Contents
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1.
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Source
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Samsung
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2.
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Target
Audience
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Young
Adults especially businessmen
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3.
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Medium
(Media)
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Broadcast
on TV
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4.
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Context
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Modern
life
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5.
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Objectives
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Introduce
product: Samsung Galaxy SII phone
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6.
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Messages
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General
Selling Proposition
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If
you use Samsung Galaxy SII phone, you can contact with others everywhere and
every time you want and become stylish
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Product
Attributes
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Portable,
slim
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Customer
Benefits
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Easy
to bring and look nice
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Personal
Values
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Attractiveness,
social acceptance and respect, pleasure
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7.
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Message Execution
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Description
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A
boy wants to apologize to his girlfriend but she did not accept his apology. She closes the door. Then, the boy texts the
sorry message on his Galaxy SII phone and insert it into the door. The girl
feels so happy to receive it
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Execution
Style(s)/ Rhetorical Device(s)
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Musical,
image, demonstrate
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8.
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Evaluation
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Personally:
impressive and effective
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In item 3:
Trả lờiXóa+ Target audience: why is it especially for businessmen? Where can you find this in your ad?
+ General Selling Proposition: you will become stylish when using Samsung Galaxy SII, is it true?
+ Execution styles: it should be "demonstration" not "demonstrate"
In my opinion:
Trả lờiXóa+ Poster in 1st item seems not to mention hygiene as customers benefits. It belongs to your deduction. And "refresh" should be customers benefits not personal values.
+ 2nd item, General Selling Proposition may be: if you use Lady Gaga perfume, you will attract many others’ admire and may become famous as Gaga. While customers benefits should include sweet-smelling and confident.
In terms of General Selling Proposition in the first item, is it true when you say that "When you drink Coca cola, you would feel cheery and powerful not only in summer but also even in winter"? Actually, i can't find these things from this poster. The slogan here is " Thirst knows no seasons", I think that Coca-cola is provided broadly from summer to winter at this time but not your meanings.
Trả lờiXóaFrom my point of view:
Trả lờiXóaIn item 2: another execution style is humorous
In item 2,3: you have minor mistake: execution style is demonstration, not demonstrate.
Item 2:
Trả lờiXóa-Target audience: Women (Not young adults, it’s too general)
-General Selling Proposition: You can see there are many men on Lady Gaga’s body so I suggest: “If you use Lady Gaga’s perfume, you will be the center of men”
Item 3:
-Target audience: I think it should be public.
- Product Attributes: I add “high quality, modern”
Item 2:
Trả lờiXóaPersonal Values: I don't think it has elegant, because the poster didn't reflect that