Full name: Nguyễn Thị Hiền
Class: E20
ENTRY
2
Understanding
advertising messages
Item
1:
Wolkswagen
advertisement
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Components
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Contents
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1.
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Source
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Wolkswagen
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2.
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Target audience
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Every
family
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3.
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Medium (Media)
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Commercial
broadcast on TV
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4.
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Context
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Nowadays
in Germany
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5.
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Objectives
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To
inform customer the new car with remote control device
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6.
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Messages
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General Selling Proposition
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Our
new car is a marvelous thing you need for your family
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Product Attributes
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Can
control from distance by a small device
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Customer Benefits
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Convenience,
modern, happy
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Personal Values
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Success,
happy life
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7.
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Message Execution
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Description
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A
boy wears uniform of Darth
Vader-a character in the film “Star Wars” try to use magic on objects in his
house, but he do not success. When his father drives back home, he runs to
his car and try on again. And he is very satisfied with controlling light
system by himself.
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Execution Style(s)/Rhetorical Devices
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Musical,
image, demonstration, fantasy, slice of life
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8.
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Evaluation
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Brilliant,
attractive
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Item
2:
FexEx
advertisement
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Components
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Contents
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1.
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Source
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FedEx
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2.
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Target audience
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People
all over the world
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3.
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Medium (Media)
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Print
advertisement
|
|
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4.
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Context
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Unclear
|
|
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5.
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Objectives
|
To
persuade many people in the world to use that type of paint and their
delivery service
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6.
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Messages
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General Selling Proposition
|
Deliver
paint from China to Australia is simple as delivering through the window.
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Product Attributes
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Fast
and simple service
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Customer Benefits
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More
colorful and beautiful house
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Personal Values
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Better
and comfortable life
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7.
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Messages Execution
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Description
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The
people who live in China take their coat of paint for people live in
Australia through the windows.
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Execution Style(s)/Rhetorical Devices
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Image,
symbol, fantasy
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8.
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Evaluation
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Creative,
brilliant
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Item
3:
Heineken
advertisement
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Components
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Contents
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1.
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Source
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Heineken
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2.
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Target audience
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People
in the world
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3.
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Medium (Media)
|
Commercial
broadcast on TV
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|
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4.
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Context
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Nowadays
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|
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5.
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Objectives
|
To
inform people Heineken beer.
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|
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6.
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Messages
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General Selling Proposition
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Having
Heineken, life will be happier, people will be easily closer.
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Product Attributes
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Tasty,
full-bodied
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Customer Benefits
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Happy,
cheery
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Personal Values
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Success,
confidence, happiness, pleasure
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7.
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Messages Execution
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Description
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A
man can transform himself into many different people: a businessman, a
magician, an assassin or many other roles and participate in the crowd.
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Execution Style(s)/Rhetorical Devices
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Image,
musical, fantasy/Overstatement
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8.
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Evaluation
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Humorous
and creative
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