Dương Minh Nguyên

Name: DƯƠNG MINH NGUYÊN

Class: QH  2010 - E20

ENTRY 2

Understanding advertising messages

Advertisement  1

http://dm-mypassion.blogspot.com/2009/10/rhetorical-devices-found-in-ads.html

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

http://dm-mypassion.blogspot.com/2009/10/rhetorical-devices-found-in-ads.html 

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

http://dm-mypassion.blogspot.com/2009/10/rhetorical-devices-found-in-ads.html

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