Bùi Phương Thúy

Name: Bui Phuong Thuy

Group: E20

Entry 2

Understanding advertising message

Item 1: “Coca-Cola border” advertisement

http://www.youtube.com/watch?v=SyOcgErzp0E

Components			Contents
1	Source		Coca-cola
2	Target audience		TV viewer
3	Medium (media)		Broadcast : TV commercial
4	Context		In 2011
5	Objective		To make people want to buy and enjoy Coca-cola
6	Message	General selling proposition	Raise preference of consumer to the product and bring happiness for consumer
		Product attribute	Good taste, fresh
		Customer benefits	Freshmen, enjoyment
		Personal values	Happiness, social acceptance, excitement, self-fulfillment
7	Message execution	Description	Border tells the story of two soldiers from rival nations who are able to put aside their differences and, for the briefest of moments, see each other as individuals as they share an ice-cold bottle of Coke.
		Execution styles Rhetorical devices	Music, humorous, real product symbol, image
8	Evaluation		Funny, Creative, Impressive

Item 2:  Lieken Urkorn- flour picture

http://www.youtube.com/watch?v=qkKsuJXvH4s&feature=relmfu

Components			Contents
1	Source		Lieken Urkorn- flour company
2	Target audience		TV viewer
3	Medium (media)		Broadcast: TV commercial
4	Context
5	Objective		The higher quality flour and their brand
6	Message	General selling proposition	If you use Lieken Urkorn flour to make bread, you will have delicious ones.
		Product attribute	Tasty, white and soft flour
		Customer benefits	Quality, delicious
		Personal values	Wisdom, pleasure, self-fulfillment
7	Message execution	Description	They use images drawn in flour( like sand art). From the image of wheat field, next is harvesting wheat field, after that the chef makes a bread from flour, bakes it and finally enjoy.
		Execution styles Rhetorical devices	Image, art ( sand art), musical
8	Evaluation		Exciting, impressive,

Item 3: Knorr advertisement

http://www.youtube.com/watch?v=7dtMmkhNwy8

Components			Contents
1	Source		Knorr Company in Vietnam
2	Target audience		Every viewer (especially housewives)
3	Medium (media)		Broadcast (TV) and Internet
4	Context		Nowadays in Vietnam
5	Objective		To make people develop a liking or reference for Knorr (cognitive and affective dimensions)
6	Message	General selling proposition	If you add Knorr to cook dishes, they’ll taste delicious. You will become a wise housewise with a happy family.
		Product attribute	Wonderful taste, nutrition
		Customer benefits	Have delicious dishes for the whole family
		Personal values	Gathering, happiness, love and care
7	Message execution	Description	The ad describes a family preparing for a meal. They are singing a song to make a compliment on the delicious taste of Knorr, also on the mother’s cooking skill.
		Execution styles Rhetorical devices	Music: a merry song Image/ Mood of a happy family
8	Evaluation		impressive, funny and meaningful.