Entry2_Ngô Ngân Hà

ENTRY 2

Understanding advertising messages

[Item 1] Rexona Advertisement 

Components			Contents
1.	Source		Unilever Group
2.	Target Audience		Young adults (especially people  who are sweaty and strong smell of armpits)
3.	Medium (Media)		Broadcast on TV
4.	Context		Modern life.
5.	Objectives		-To create the demand to cure sweaty and strong smell of armpits. -To introduce the product.
6.	Messages	General Selling Proposition	If you don’t use Rexona, you may have bad appearance that makes you not self-confident and lose your chance in love.
		Product Attributes	-Prevent you from strong smell of armpits when you communicate with others. -Easy to use.
		Customer Benefits	-Removal of embarrassment or shamefulness because of armpits. -Removal of strong smell of armpits.
		Personal Values	Attractiveness.
7.	Message Execution	Description	A young woman ate a banana and she threw it on the road. However, “a hand” uses this banana to make her fall. Then, her bag lies on skateboard that leads it to a man’s house. Because the woman has to rush to look for it, she goes his house, either. They see and fall in love with each other. Unfortunately, she is strong smell of armpits and the man realizes that. He immediately closes his door and returns home. The woman is quite disappointed. Suddenly, the hand gives her Rexona-a deodorant to use. Once, the hand helps them meet by chance on the road.
		Execution style(s)/ Rhetorical device(s)	-Execution styles: Musical, Fantasy, Humorous, image (the woman is image of female social failure). -Rhetorical devices: Overstatement, metaphor ( a hand = god or destiny).
8.	Evaluation		-Personally:  strongly emotional impression  -The ad is quite funny and persuasive. Because the youth appreciate their love and their appearance highly, they are willing to do anything to stop dirty armpits which bring them disadvantage.

 [Item 2]  "Galaxy tab 10.1" Advertisement

Components			Contents
1.	Source		Samsung Group
2.	Target Audience		Public
3.	Medium (Media)		Broadcast on TV
4.	Context		Modern life.
5.	Objectives		To introduce Galaxy tab 10.1 and persuade people to buy it.
6.	Messages	General Selling Proposition	Galaxy tab 10.1 brings you wonderful entertainment and lightweight.
		Product Attributes	-Portable. -Small, thin. -High technology.
		Customer Benefits	-Mobile using. -Easy bringing. -Relaxation ( the father in ads is so interested in playing games that he does not know his son came home)
		Personal Values	Pleasure,
7.	Message Execution	Description	A father was playing games on Galaxy tab 10.1 when his son went home. He was so absorbed that he could not realize this. Therefore, when his son came to his room, he was startled and put his galaxy down quickly. His son suspected so he tried to find his father’s secret. However, the father put a pencil beside galaxy so the son couldn’t see (because he is too short).
		Execution style(s)/ Rhetorical device(s)	-Execution styles: +Musical. + Humorous, image (The father and the son are images of family members ‘s problem). +Real Product Symbols: the real product appear in the ad -Rhetorical devices:
8.	Evaluation		-Personally:  strongly emotional impression and funny. -Great success: bringing profit to the company.

[Item 3]  “Bose Headphones” Advertisement

Components			Contents
1.	Source		Bose Corporation
2.	Target Audience		The youth
3.	Medium (Media)		Printed advertising.
4.	Context		Modern life.
5.	Objectives		To introduce and persuade people to buy the product.
6.	Messages	General Selling Proposition	If you use Bose headphones, you are so absorbed in musical world every where and every time you want that you almost do not pay attention to any things around.
		Product Attributes	-Small -High quality -Modern
		Customer Benefits	-Easy to bring  -Vivid sounds -Relaxation
		Personal Values	Style, fashion, pleasure
7.	Message Execution	Description	A young man is on the sailing boat. He is so interested in listening to music by using Bose headphones that he does not know he is going to fall on a whirlpool.
		Execution style(s)/ Rhetorical device(s)	-Execution styles: Fantasy, Humorous, image -Rhetorical devices: Overstatement.
8.	Evaluation		-Personally:  strongly emotional impression  - Great success: bringing profit to the company because the young adults are always fond of listening to music.

Sources:
http://www.youtube.com/watch?v=g08JPPfDQCA
http://www.youtube.com/watch?v=bnw2tzm4n-A&feature=related
http://netbrand.vn/netbrand/thiet-ke/advertising/poster-quang-cao-an-tuong-va-hai-huoc