4th,October,
2012
Entry 2_Nguyễn Thị Ngân
ENTRY 2
Understanding advertisement
messages
Item
1:”Nescafe Viet” 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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Nescafe
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2
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Target audience
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Everyone
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3
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Medium ( Media)
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Broadcast on TV
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4
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Context
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The first advertisement of Nest Café Viet.
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5
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Objectives
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Create the need of enjoying
strong café
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6
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Message
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General selling proposition
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If you want to enjoy café with
stronger taste than normal, buy Nescafe Viet
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Product attributes
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More caffein
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Customer benefits
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Enjoy a breakthrough product with
more special and stronger taste
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Personal values
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Pleasure, excitement,
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7
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Message execution
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Description
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A man arouses his fellow’s desire
about a new kind of café. After enjoying, his friend is really shocked by its
strong impact. This kind of café is so strong that he is pushed faraway and
breaks the wall.
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Execution style(s)
Rhetorical device(s)
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Musical, overstatement, humorous,
fantasy
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8
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Evaluation
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Very funny, attractive.
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Item 2: “P/s”
Advertisement
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Components
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Contents
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||
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1
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Source
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P/s
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2
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Target audience
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Everyone
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3
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Medium ( Media)
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Broadcast on TV
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4
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Context
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Unclear
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|
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5
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Objectives
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Introduce a product to protect your
teeth
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6
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Message
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General selling proposition
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If you want to sleep without
leftovers and bacteria in your mouth, brush your teeth before going to bed
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Product attributes
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Protect your teeth from being
decayed with flour and canxium
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Customer benefits
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Protected teeth.
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Personal values
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Security, comfortable life.
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7
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Message execution
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Description
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A boy complains to his father
that he cleaned his teeth in the morning, but why he has to do again now. His
father asks if he wants to sleep with animal he ate in dinner and mimics some
animal’s voices. Finding it interesting, the boy is willing to clean his
teeth.
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Execution style(s)
Rhetorical device(s)
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Slice of life, musical, humorous.
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8
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Evaluation
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Successful, convincing. This ad
can strongly impress on children,
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Item 3: “Omo” 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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Omo
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2
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Target audience
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housewives
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3
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Medium ( Media)
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Broadcast on TV
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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
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Introduce the cleansing power of
Omo
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6
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Message
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General selling proposition
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Omo can erase long-term stains
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Product attributes
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breakthrough cleansing power
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Customer benefits
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Clean clothes
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Personal values
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Comfortable life, pleasure
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7
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Message execution
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Description
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Two young children get lost in a
crowd. The daughter’s shirt suddenly touches tomato sauce helps the son find
the way to find their mother. This mother finds it effective to wash this
shirt by Omo.
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Execution style(s)
Rhetorical device(s)
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Musical, slice of life
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8
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Evaluation
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Meaningful
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Sources:
http://www.youtube.com/watch?v=Ows2EM0HJ3E&feature=related
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