Components			Contents
1	Source		Images in advertisements from google.com.vn
2	Target audience		Young people
2	Medium (Media)		Internet
4	Context		At a sporting event
5	Objectives		Encourage young people to buy ADDIDAS shoes and train for good health
6	M E S S A G E S	General Selling Proposition	If you use ADDIDAS shoes, you can run so fast that even your shadow cannot catch you
		Product Attributes	Energy and determination to keep fit
		Customer Benefits	Understanding the value of self training
		Personal Values	Patience and passion
7	Message Execution	Description	The athlete can run so fast that there is a big gap between him and his shadow
		Execution Style(s)/ Rhetorical Device(s)	Humourous and funny by using hyperbole (exaggeration)
8	Evaluation		Very impressive picture

Advertisement 2

Components			Contents
1	Source		Images in advertisements from google.com.vn
2	Target audience		Young people and heavy smokers
2	Medium (Media)		Internet
4	Context		At a social event
5	Objectives		Encourage people to stop smoking and train for good health
6	M E S S A G E S	General Selling Proposition	If you smoke, you may kill yourself as cigarettes are like weapons
		Product Attributes	Fear for death may help people to realize the danger of smoking
		Customer Benefits	Being aware of the danger of smoking
		Personal Values	Determination to stop smoking
7	Message Execution	Description	The hand is holding a cigarette with a shadow of a pistol behind it and below the hand is a warning of the number of people killed by smoking in the UK
		Execution Style(s)/ Rhetorical Device(s)	Impressive by using metaphor
8	Evaluation		Very effective warning

Advertisement 3

Components			Contents
1	Source		Images in advertisements from google.com.vn
2	Target audience		People all over the world
2	Medium (Media)		Internet
4	Context		At a social event
5	Objectives		Give a warning to people about global warming in the world
6	M E S S A G E S	General Selling Proposition	If you are not aware of global warming, you will soon face danger as the Earth is melting like an ice cream
		Product Attributes	Fear for death may help people to be aware of the danger of global warming
		Customer Benefits	Awareness to protect the environment
		Personal Values	Self responsibility to the whole community
7	Message Execution	Description	The ice cream cone is holding an ice cream like earth which is melting. This is an example of metaphor because it shows us how the earth is like an ice cream
		Execution Style(s)/ Rhetorical Device(s)	Impressive by using metaphor
8	Evaluation		Very effective warning

http://www.google.com.vn/imgres

Thứ Năm, 11 tháng 10, 2012

4^th,October, 2012

Entry 2_Nguyễn Thị Ngân

ENTRY 2

Understanding advertisement messages

Item 1:”Nescafe Viet” Advertisement

Components			Contents
1	Source		Nescafe
2	Target audience		Everyone
3	Medium ( Media)		Broadcast on TV
4	Context		The first advertisement of Nest Café Viet.
5	Objectives		Create the need of enjoying strong café
6	Message	General selling proposition	If you want to enjoy café with stronger taste than normal, buy Nescafe Viet
		Product attributes	More caffein
		Customer benefits	Enjoy a breakthrough product with more special and stronger taste
		Personal values	Pleasure, excitement,
7	Message execution	Description	A man arouses his fellow’s desire about a new kind of café. After enjoying, his friend is really shocked by its strong impact. This kind of café is so strong that he is pushed faraway and breaks the wall.
		Execution style(s) Rhetorical device(s)	Musical, overstatement, humorous, fantasy
8	Evaluation		Very funny, attractive.

Item 2: “P/s” Advertisement

Components			Contents
1	Source		P/s
2	Target audience		Everyone
3	Medium ( Media)		Broadcast on TV
4	Context		Unclear
5	Objectives		Introduce a product to protect your teeth
6	Message	General selling proposition	If you want to sleep without leftovers and bacteria in your mouth, brush your teeth before going to bed
		Product attributes	Protect your teeth from being decayed with flour and canxium
		Customer benefits	Protected teeth.
		Personal values	Security, comfortable life.
7	Message execution	Description	A boy complains to his father that he cleaned his teeth in the morning, but why he has to do again now. His father asks if he wants to sleep with animal he ate in dinner and mimics some animal’s voices. Finding it interesting, the boy is willing to clean his teeth.
		Execution style(s) Rhetorical device(s)	Slice of life, musical, humorous.
8	Evaluation		Successful, convincing. This ad can strongly impress on children,

Item 3: “Omo” Advertisement

Components			Contents
1	Source		Omo
2	Target audience		housewives
3	Medium ( Media)		Broadcast on TV
4	Context		Unclear
5	Objectives		Introduce the cleansing power of Omo
6	Message	General selling proposition	Omo can erase long-term stains
		Product attributes	breakthrough cleansing power
		Customer benefits	Clean clothes
		Personal values	Comfortable life, pleasure
7	Message execution	Description	Two young children get lost in a crowd. The daughter’s shirt suddenly touches tomato sauce helps the son find the way to find their mother. This mother finds it effective to wash this shirt by Omo.
		Execution style(s) Rhetorical device(s)	Musical, slice of life
8	Evaluation		Meaningful

Sources:

http://www.youtube.com/watch?v=Ows2EM0HJ3E&feature=related

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Thứ Sáu, 12 tháng 10, 2012