Class: E20
Entry 2: Understanding advertising messages
Item 1: Advertisement of Romano
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Components
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Contents
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1
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Source
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Romano,
Unza Limited company
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2
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Target
audience
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Men
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3
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Medium
( Media)
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Broadcast
on TV or Internet
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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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Persuasive
Persuade
men to use Romano to make them more successful and more confident in life
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6
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Message
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General
selling proposition
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Men
will get what they want in life with Romano.
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Product
attributes
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new
scent
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Customer
benefits
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Charming
scent, a healthier hair
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Personal
values
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Pleasure,
exciting life, self-respect, social acceptance, excitement, confidence, sexy
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7
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Message
execution
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Description
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It
is about a gentle and luxury man who uses Romano shampoo. He succeeds in his
work and life, so everyone pays great attention to him.
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Execution
style(s)
Rhetorical
device(s)
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Image/mood
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8
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Evaluation
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Great
success
Personally:
impressive and interesting
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Item
2: Advertisement of Samsung Galaxy SIII
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Components
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Contents
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1.
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Source
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Samsung
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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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Poster
on the internet or printed poster in stores, public places, designed simply
and clearly but effectively.
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4.
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Context
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In
USA
Appearance
of Galaxy SIII in a competition with IPhone 5S
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5.
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Objectives
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Competitive
(Samsung
Galaxy SIII is more excellent than IPhone 5)
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6.
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Messages
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General
Selling Proposition
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If
you use Samsung Galaxy SIII, you will be satisfied with several functions of
this phone.
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Product
Attributes
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a
smart phone for everybody
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Customer
Benefit
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Chance
to use the best features of a modern phone which is more excellent than
IPhone 5
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Personal
Value
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Comfortable
life, excitement, pleasure, fun, wisdom
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7.
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Messages
Execution
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Description
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The
poster includes an image, a comparison between two of the most modern phones in
the world in term of their features. The advertisement figures out many
advantages of Samsung Galaxy SIII which IPhone 5S doesn’t have.
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Execution
Style(s)/
Rhetorical
Device(s)
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Mood/
Image
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8.
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Evaluation
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Personally:
Great impression
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Item
3: Advertisement of Coca Cola
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Components
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Contents
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1.
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Source
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Coca
Cola
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2.
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Target
Audience
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Every
viewer
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3.
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Medium
(Media)
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Broadcast
on Internet
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4.
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Context
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Christmas,
21st, November, 2010 in the United States.
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5.
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Objectives
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Reminder
Remind
people of drinking Coca Cola, especially on Christmas
Create
a bigger image of Coca Cola in over the world
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6.
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Messages
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General
Selling Proposition
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If
you drink Coca Cola, you can find excitement, happiness or love in your life.
Message:
Open happiness
Coca
Cola makes everything closer and makes everyone happier.
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Product
Attributes
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Good
taste
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Customer
Benefit
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Enjoyment
of good taste
Have
good time with their family, relatives
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Personal
Value
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Happiness,
mature love, excitement, comfortable life, fun, pleasure, self-fulfillment
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7.
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Messages
Execution
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Description
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On
Christmas night, everything is very boring. Two men are working in a
supermarket, a girl and a boy are silent in a park, and a dog is lonely in the
street. Suddenly, they hear a strange sound then they look at the sky.
Meanwhile, there is a Santa Claus staying at home with a lot of snowballs and
enjoying Coca Cola. He takes a snowball then everything starts moving: the
boss closes the supermarket, his staff comes back his home to take part in
Christmas party with his family, and the girl and the boy come closer. Everybody
becomes happier and more excited
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Execution
Style(s)/
Rhetorical
Device(s)
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Musical
Mood/
Image
Humorous
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8.
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Evaluation
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Great
success and impression
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