CT E20
ĐỖ THỊ KIỀU VÂN_ENTRY 2.
ENTRY
2
Understanding
advertising message
Item 1
Wild rose
Avril Lavigne.
Components
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Contents
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1
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Source
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Co.
creating of P&G Prestige and Avril Lavigne.
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2
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Target Audience
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Women
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3
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Medium (Media)
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Print ad.
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4
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Context
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Los
Angeles, California (2011)
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5
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Objectives
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Attracting
women to use this perfume.
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6
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Messages
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General selling proposition
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Daring to
discover more.
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Product attributes
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- Describing as a luminous
fusion of sun-kissed yellow fruits, dewy florals and sweet woody notes that
embody a vibrant and feminine spirit.
- Containing notes
of mandarin, grapefruit and red plum in the top; frangipani, blue orchid and
orange blossom in the heart; and a base of sandalwood and a crème brulee
accord.
- The perfume for daily wear.
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Customer benefits
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Personal values
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Becoming
more confident, alluring, sophisticated.
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7
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Message execution
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Description
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From left
to right, singer Avril Lavigne (beautiful, attractive, and confident) and
slogan “Dare to discover more”.
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Execution styles
Rhetorical devices
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Spokes-person
(Avril Lavigne – the “princess” of rock n roll).
Image.
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8
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Evaluation
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Great
success: bringing great profit to the company.
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Item 2
Johnson’
baby milk soap
Components
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Contents
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1.
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Source
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Johnson’
baby milk soap, India TV ad
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2.
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Target
Audience
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Everyone.
Especially parents (who has baby)
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3.
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Medium
(Media)
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Broadcast
on t v, internet
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4.
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Context
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Vietnam
nowadays
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5.
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Objectives
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Encourage
parents use this product
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6.
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Message
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General
Selling Proposition
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Johnson’
baby milk soap does not irritate baby’ sensitive skin. It helps moisturize
your baby skin.
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Product
Attributes
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Good
for your baby, gently apply to baby’s skin at bath time.
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Customer
Benefits
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Soft
skin, protect sensitive skin.
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Personal
Values
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Pleasure,
comfortable life
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7.
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Message Execution
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Description
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Mother
holds her baby in her arms. She fills the bath with milk then she bathes her
baby in milk.
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Execution
Style(s)/ Rhetorical Device(s)
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Image,
music, mood.
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8.
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Evaluation
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Very
attractive and lovely
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Item 3
P/S advance anti cavity
Components
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Contents
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1
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Source
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Unilever group, baby face entertainment
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2
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Target Audience
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Everyone.
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3
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Medium (Media)
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Broadcast (Internet, television).
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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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To persuade people use p/s advance
anti cavity to protect dental health.
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6
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Messages
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General selling proposition
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If you do not brush teeth with p/s
advance anti cavity resulting in high risk of develop cavity.
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Product attributes
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More calcium good for dental health,
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Customer benefits
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Healthy teeth, confident in smile.
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Personal values
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Comfortable life, confidence
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7
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Message execution
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Description
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An oral care expert presents about
the product p/s advance anti cavity. She also advices her kid to brush teeth
twice a day. At the end of the clip she advises: “let’s brush day and night
to protect Vietnamese smile.
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Execution styles
Rhetorical devices
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Mood, movie image, music.
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8
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Evaluation
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Very effective, successful.
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