Lý Thị Thúy Hằng

Entry 2_Lý Thị Thúy Hằng

ENTRY 2

Understanding advertising messages

ITEM 1 – Heineken advertisement

http://www.youtube.com/watch?v=OxasmZXFjh4

Components			Contents
1	Source		Heineken
2	Target audience		Every people around the world
3	Medium ( Media)		Broadcast on TV
4	Context		Nowadays, when Heineken brand became a global successful brand.
5	Objectives		To remind people of Heineken beer
6	Message	General selling proposition	Heineken beer pleases every kind of person from wide range of countries and makes people open to each other.
		Product attributes	High quality
		Customer benefits	Good taste, open communication
		Personal values	Excitement, pleasure
7	Message execution	Description	A young charming man (maybe the representative of Heineken brand) arrives at a party and impresses all the guests with his amazing and flexible greetings. He is the center of the party, and thanks to him, all people are excited and open together.
		Execution style(s) Rhetorical device(s)	Music, Metaphor (the man – Heineken brand)
8	Evaluation		Exciting and creative

 

ITEM 2 - Singum Mentos Fresh Action Advertisement

http://www.youtube.com/watch?v=UG92hoACVUQ

Components			Contents
1	Source		Mentos
2	Target audience		Young adults
3	Medium ( Media)		Broadcast on TV
4	Context		Nowadays
5	Objectives		To persuade people to consume Singum Mentos Fresh Action
6	Message	General selling proposition	Mentos offers a great help for distant couples who desire to perceive each other’s breath.
		Product attributes	be conveniently packed à be easily used, creates an ice-cyclone in your mouth
		Customer benefits	fresher and “more powerful” breath
		Personal values	Self-fulfillment, happiness
7	Message execution	Description	A couple is desperate by the distance. The girl says that she passionately missed her lover, especially his breath. The boy chews mentos gum and breaths into a bottle, then the bottle is sent to the girl. After the girl opens it, a fierce flow of wind is released. It is so fierce that it makes her mouth vibrate and it blows up the feather of the bird behind her.
		Execution style(s) Rhetorical device(s)	Humorous Overstatement
8	Evaluation		Exciting and creative. It emphasizes on the impression that people can make on the others.

ITEM 3 – Purina dog food advertisement

Components			Contents
1	Source		Nestlé Purina PetCare Company
2	Target audience		People who keep dogs
3	Medium ( Media)		Printed advertisement
4	Context		Unknown
5	Objectives		To persuade people to feed their dogs with Purina food
6	Message	General selling proposition	If your dog eats Purina food, it will be so healthy, excited and delighted that it wags the tail continuously.
		Product attributes	excellent nutrition
		Customer benefits	Have happy and healthy dogs, have fun
		Personal values	Excitement, happiness, pleasure
7	Message execution	Description	A dog is fed with Purina food. He is so excited because of the delicious food that he continuously wags the tail which looks like a fan.
		Execution style(s) Rhetorical device(s)	Humorous, product symbol Overstatement
8	Evaluation		Condense, simple yet impressive and memorable