ENTRY 2
Understanding advertising messages
ITEM 1: “Heineken beer” advertisement
Components
|
Contents
|
||
1
|
Source
|
Heineken
Company
|
|
2
|
Target
Audience
|
Men
(especially who like drinking beer)
|
|
3
|
Medium (Media)
|
Broadcast on
TV
|
|
4
|
Context
|
Unclear
|
|
5
|
Objectives
|
To persuade
customer to buy Heineken beer
|
|
6
|
Message
|
General
selling proposition
|
You might not
enjoy a marvellous feeling if you do not use Heineken beer
|
Product
attributes
|
Fresh, fruity aroma, bright color and exceptional clarity are obtained using only the purest water, hops and barley malt, alcohol: 5% vol.
|
||
Customer
benefits
|
Safe, delicious, bitter taste
|
||
Personal
values
|
Self-confidence, happiness
|
||
7
|
Message
execution
|
Description
|
There is a
party with participation of both men and women at the house of a couple. Wife
is introducing her clothes room to other women and they scream loudly while
husband take his friends to a Heineken beer room but the husband along with
other men scream more loudly than women do when men see Heineken.
|
Execution
style (s)
Rhetorical
device (s)
|
Humorous
Comparison (men's favourite and women's favourite) |
||
8
|
Evaluation
|
Funny and
impressing, successful: many people drink Heineken beer
|
|
ENTRY 2
Understanding advertising messages
ITEM 2: “Toyota”
advertisement
Components
|
Contents
|
||
1
|
Source
|
Toyota
http://www.youtube.com/watch?v=onOFwDKs86o
|
|
2
|
Target
Audience
|
Women
(especially who do not have a beautiful complexion)
|
|
3
|
Medium (Media)
|
Broadcast on
TV
|
|
4
|
Context
|
Some new cars appear on the market, so consumers may have forgotten amid all the hubbub about Toyota company's safety and quality record. | |
5
|
Objectives
|
To remind people why Toyota continues to be the top brand consumers turn to when buying a new vehicle.
|
|
6
|
Message
|
General
selling proposition
|
The car of Toyota will bring you a difference, it is moving forward. |
Product
attributes
|
Fuel efficiency, value, quality and safety
|
||
Customer
benefits
|
Economical, safe, comfortable,
|
||
Personal
values
|
Security, social acceptance, self-confidence, wisdom | ||
7
|
Message
execution
|
Description
|
There are two leaders of the company emphasizing achievements of Toyota in many years. When they are speaking, different cars of Toyota company appear.
|
Execution
style (s)
Rhetorical device
(s)
|
Spoke-person, musical, symbol
|
||
8
|
Evaluation
|
Convincing, exciting
|
|
ENTRY 2
Understanding advertising messages
ITEM 3: Earth
protection Propaganda
Components
|
Contents
|
||
1
|
Source
|
PSA
|
|
2
|
Target
Audience
|
People are
over the world
|
|
3
|
Medium (Media)
|
Printed Advertising (Panel)
|
|
4
|
Context
|
The earth is
warmer and warmer but human does not care much about this huge problem.
|
|
5
|
Objectives
|
To inform people to
protect enviroment in particular and the earth in general or else our earth
will be damaged sooner or later. Therefore, let’s work togerther to save the
earth before it is too late.
|
|
6
|
Message
|
General
selling proposition
|
If you do not
aware of this severe issue, not only your life but also your parents’, your
friends’ around you will be threated
|
Product
attributes
|
Help saving the earth sooner
|
||
Customer
benefits
|
Enjoy a happy life
|
||
Personal
values
|
Satisfaction, pleasure, happiness
|
||
7
|
Message
execution
|
Description
|
There are two sides mentioned two difference situations. the upper talks about melting ice caused by warmer climate, the other one shows a full beautiful life)
|
Execution
style (s)
Rhetorical
device (s)
|
Image
Metaphor (melting ice is the disaster of the earth) |
||
8
|
Evaluation
|
Significant advertisement, exciting
|
|
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