ENTRY 2
Understanding advertising messages
ITEM 1: Sony VAIO Advertisement
“Lightweight like no other”
Components
|
Contents
|
||
1
|
Source
|
Sony
Vaio Computer Company
|
|
2
|
Target
Audience
|
People
having demand of using computer
|
|
3
|
Medium
(Media)
|
Printed
advertising ( on newspaper or magazine)
|
|
4
|
Context
|
Unclear
|
|
5
|
Objects
|
To
persuade customer to use Sony Vaio Laptop
|
|
6
|
Messages
|
General
Selling Proposition
|
You
may always have to travel for work but your laptop is heavy and bulky that
makes you uncomfortable.
|
Product
Attributes
|
A
small and light Sony Vaio Laptop is convenient to save information and take
along anywhere.
|
||
Customer
Benefits
|
To
work more easily and effectively
|
||
Personal
Values
|
Comfortable
life
Freedom
|
||
7
|
Message
Execution
|
Description
|
A
young man just gets off plane. He looks seem to be very busy. He wears a
black bag on his right hand. Some materials and a Sony Vaio Laptop on the
left one are blowing.
|
Execution
Style(s)
Rhetorical
Device(s)
|
Mood/ Image
Scientific
Overstatement
|
||
8
|
Evaluation
|
A
very clever advertisement
|
|
ITEM 2: Coca Cola Advertisement
H
Components
|
Contents
|
||
1
|
Source
|
Coca
Cola Company
|
|
2
|
Target
Audience
|
Every
customer
|
|
3
|
Medium
(Media)
|
Broadcast
advertising(on TV)
|
|
4
|
Context
|
At Coca-Cola’s 125th anniversary in 2011
|
|
5
|
Objects
|
To
remind customer of Coca-Cola
|
|
6
|
Messages
|
General
Selling Proposition
|
Coca
Cola is more than a drink. It
can turn enemies into friends for a while.
|
Product
Attributes
|
Remove
the thirsty
|
||
Customer
Benefits
|
Help
people feel relaxed, cheery
|
||
Personal
Values
|
Pleasure
Inner
peace
|
||
7
|
Message
Execution
|
Description
|
Two
soldiers have duty to guard the border and protect their own enemy from
invading each other, even a leaf. However, when a solder drinks Coca Cola, he
shares a bottle of it with his opponent. After that moment, they continue
their duties.
The
slogan: open happiness
|
Execution
Style(s) Rhetorical Device(s)
|
Mood
and Image/ Musical/ Fantasy
Humorous
|
||
8
|
Evaluation
|
Funny,
interesting and creative advertisement
|
|
ENTRY 3: Nutil IQ Milk Advertisement
Components
|
Contents
|
||
1
|
Source
|
Nutil
IQ Milk Company
|
|
2
|
Target
Audience
|
Parents
or family having children
|
|
3
|
Medium
(Media)
|
Broadcast
advertising(on TV)
|
|
4
|
Context
|
In
Viet Nam
|
|
5
|
Objects
|
To
persuade parents to buy Nutil IQ Milk for their children.
|
|
6
|
Messages
|
General
Selling Proposition
|
If
your children drink Nutil IQ Milk, they will be intelligent and
creative.
|
Product
Attributes
|
To
complement necessary elements (DHA, AAR, zinc, etc.) for development of
children’s brain
|
||
Customer
Benefits
|
Children
become healthier and clever
|
||
Personal
Values
|
Pleasure,
happiness, social acceptance
|
||
7
|
Message
Execution
|
Description
|
A
female expert is observing children playing in the garden. A boy is sticking
his pictures into an album. A girl is playing with her toy when a dog
suddenly tears a hole in her dress. An ideal flashes through the boy’s mind.
He creates a flower from some pieces of paper and sticks it on the hole that
makes the girl feels so happy.
Slogan:
giải pháp dinh dưỡng từ chuyên gia
|
Execution
Style(s) Rhetorical Device(s)
|
Humorous
Overstatement
|
||
8
|
Evaluation
|
Personally:
very funny, clear to understand but not creative
|
|
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