ITEM 1:
Heineken commercial
Components
|
Contents
|
||
1
|
Source
|
Heineken
|
|
2
|
Target
audience
|
People
above the age of 18 ( in some countries
in
the world, people under 18 are not allowed to
drink
alcohol )
|
|
3
|
Medium
( Media)
|
Broadcast
on TV
|
|
4
|
Context
|
Unclear
|
|
5
|
Objectives
|
To
remind that Heineken is the top quality and to persuade people to buy
Heineken
|
|
6
|
Message
|
General
selling proposition
|
Heineken
is more attractive than a beautiful girl
|
Product
attributes
|
Respect,
quality and enjoyment
|
||
Customer
benefits
|
Taste
top quality product
|
||
Personal
values
|
Fun,
excitement and self-fulfilment, pleasure, self-respect, comfortable life
|
||
7
|
Message execution
|
Description
|
In
the supermarket, a man sees a very beautiful girl who is trying to take two
beer bottles of Heineken in the top shelf, but she is not tall enough to take
ones. The man cannot take his eyes out of the girl. Then, he approaches her
and seems to be willing to help her. Then, he takes two bottles easily. The
girl is so glad with the
help of the man. She extends her hand with an intention of taking two bottles
from him. However, the boy just sees her and leaves with two beer bottles
with a look of surprise of the girl.
|
Execution
style(s)
Rhetorical
device(s)
|
Musical,
humorous , pleasure, excitement
Mood
( surprise )
|
||
8
|
Evaluation
|
The
advertisement is very successful and creative which is a contributing factor
to well-known Heineken label all over the word.
|
|
ITEM 2:
Alpenliebe commercial
Components
|
Contents
|
||
1
|
Source
|
Alpenliebe
|
|
2
|
Target
audience
|
Everyone
|
|
3
|
Medium
( Media)
|
Broadcast
on TV
|
|
4
|
Context
|
After
success and create trademark in the market
|
|
5
|
Objectives
|
To
remind audience Alpenlibe
|
|
6
|
Message
|
General
selling proposition
|
Alpenliebe
contributes to love connection. Whenever you taste Alpenliebe, you’ll feel
love
|
Product
attributes
|
Good
ingredients, enjoyment, quality, taste
|
||
Customer
benefits
|
Taste
sweet flavor of Alpenliebe
|
||
Personal
values
|
Sense
of belonging, excitement, happiness, self-respect, self-fulfillment, social
acceptance, pleasure, inner peace
|
||
7
|
Message
execution
|
Description
|
A
little girl brings a plate of Alpenliebe candies to her family. Everyone is
happy and they give her a kiss on her cheek. A male dog sees the whole story.
After a while, a plate of candies disappears off the face of the earth. No one understands
what has happened. It turns out that the dog has taken candies to another a
female dog. At the end of the advertisement, the female dog gives the male dog a
kiss.
|
Execution
style(s)
Rhetorical
device(s)
|
Musical,
fantasy, mood, image
Humorous
|
||
8
|
Evaluation
|
The
advertisement is so sweet and meaningful. The audience can feel happy and
cozy family atmosphere.
|
|
ITEM 3
Coca- cola commercial
Components
|
Contents
|
||
1
|
Source
|
Coca
- Cola
|
|
2
|
Target
audience
|
Everyone
|
|
3
|
Medium
( Media)
|
Broadcast
TV
|
|
4
|
Context
|
Unclear
|
|
5
|
Objectives
|
To
remind customer about the most popular brand of drink in the world
|
|
6
|
Message
|
General
selling proposition
|
Coca-Cola
can change and make rivals closer even for a brief moment
|
Product
attributes
|
High-quality
ingredients, cool
|
||
Customer
benefits
|
Drink
top quality products
|
||
Personal
values
|
Happiness,
excitement, equality, social-acceptance, self-fulfillment
|
||
7
|
Message
execution
|
Description
|
The
advertisement tells the story of two soldiers from two rival countries. A man
sees the other drinking Coca-Cola. They put aside their differences,
nationality and disagreement in the short time to share an iced-bottle of
Coca-Cola
|
Execution
style(s)
Rhetorical
device(s)
|
Mood
(interesting)
Musical
Image
|
||
8
|
Evaluation
|
The
advertisement is meaningful and profound. It is so interesting and
impressive, also. The advertisement has put Coca-Cola as a top level and
always is the first choice of consumers
|
|
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