11th,
October 2012
Entry 2_
NGUYỄN NGỌC TUYẾN
ENTRY 2
Understanding advertising
messages
ITEM 1 : “ Coca cola
“ advertisement
|
Components
|
Contents
|
||
|
1
|
Source
|
Coca cola
|
|
|
2
|
Target Audience
|
All the people
|
|
|
3
|
Midium ( Media )
|
In the newspaper
|
|
|
4
|
Context
|
The first Coca cola dink was introduced
|
|
|
5
|
Objectives
|
Pioneer ( introducing Coca cola to everyone )
|
|
|
6
|
Message
|
General selling
proposition
|
Exhilarating, invigorating, refreshing
|
|
Product attributes
|
Ingredients ( caramel, sugar, vanilla…)
|
||
|
Customer benefits
|
Good taste
|
||
|
Personal values
|
Pleasure, happiness
|
||
|
7
|
Message
execution
|
Discription
|
It is only a advertisement in a newspaper. It showed the company’s
first tagline “ delicious ! refreshing
! exhilarating ! invigorating !
|
|
Execution style(s)
Rhetorical device
(s)
|
Mood
Overstatement
|
||
|
8
|
Evaluation
|
Vulgarly. It made everyone curious.
|
|
Source : www.1stwebdesigner.com/.../coca-cola-advertising
ITEM 2 : “ Vinamilk “
advertisement
|
Components
|
Contents
|
||
|
1
|
Source
|
Vinamilk company
|
|
|
2
|
Target Audience
|
All the people
|
|
|
3
|
Midium ( Media )
|
Broadcast on TV
|
|
|
4
|
Context
|
unclear
|
|
|
5
|
Objectives
|
Persuasive. Attract people to buy product
|
|
|
6
|
Message
|
General selling
proposition
|
More active, taller and ,more intelligent
|
|
Product attributes
|
Rich in calcium and protein
|
||
|
Customer benefits
|
Healthy bones
|
||
|
Personal values
|
Wisdom and comfortable life
|
||
|
7
|
Message
execution
|
Discription
|
A lot of cows are playing and dancing in the field. They sing. At
last, they drink milk.
|
|
Execution style(s)
Rhetorical device
(s)
|
humorous
|
||
|
8
|
Evaluation
|
Interesting and funny. The ad makes an impression on people.
|
|
Source : http://youtu.be/Wh9D_Ns9PMo
ITEM 3: “ Trung Thu
Kinh Do cake “ advertisement
|
Components
|
Contents
|
||
|
1
|
Source
|
Kinh Do cake and biscuit company
|
|
|
2
|
Target Audience
|
All the people
|
|
|
3
|
Midium ( Media )
|
Broadcast on TV
|
|
|
4
|
Context
|
At the Mid-Autumn Tet.
|
|
|
5
|
Objectives
|
Introductory and persuasive
|
|
|
6
|
Message
|
General selling
proposition
|
Help people closer to one
another
Reunion and sharing.
|
|
Product attributes
|
Ingredients ( egg, bean …)
|
||
|
Customer benefits
|
Good taste
|
||
|
Personal values
|
Pleasure and happiness
|
||
|
7
|
Message
execution
|
Discription
|
In the evening of the Mid-Autumn Tet, a little girl shares two cakes
with two little boys and junior shares with senior. Then, it is the reunion
of a family. All family gathers together and enjoys cakes.
|
|
Execution style(s)
Rhetorical device
(s)
|
Mood/ image
|
||
|
8
|
Evaluation
|
Interesting. The ad makes an impression on viewers.
|
|
Sources : http://youtu.be/0B_ownSD5mI
Không có nhận xét nào:
Đăng nhận xét