Entry
2_Pham Thi Lan
Entry
2:
Understanding advertising messages.
Item 1: Knorr advertisement
Components
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Contents
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1
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Source
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Knorr advertisement
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2
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Target audience
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The housewife ,who do the
cooking .
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3
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Medium ( Media)
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Broadcast on Tv,internet
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4
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Context
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An excited family before the meal recently
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5
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Objectives
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Introduce and persuade
people,expecially housewife trust in Knorr.
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6
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Message
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General selling proposition
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use Knorr in each of your meal
. with Knorr, the meal will be full of flavor for your family
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Product attributes
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Easy to use .Knorr made from
pig bone with high quality.it makes the soup and other food become more sweet
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Customer benefits
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Enjoy the dish with sweet and
charming taste
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Personal values
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palatable
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7
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Message execution
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Description
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a mother is cooking and two
children sing the Knorr song , the father helps her display food on the table and also sings
the song expressing that with Knorr
makes the mother 's dishes more delicious.the family very excited before
meal.
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Execution style(s)
Rhetorical device(s)
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Musical
Mood , image of the mother
cooking and the attractive food on the table.
Funny
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8
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Evaluation
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Comfortable life ,excitement
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Item 2: San Dara Park with Nymph Aura Volumer
Components
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Contents
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1
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Source
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Etude House Korean Comestic
advertisement
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2
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Target audience
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Woman ,especialy young women
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3
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Medium ( Media)
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TV, network
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4
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Context
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Last year
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5
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Objectives
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Attract women to have a
brilliant beauty
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6
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Message
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General selling proposition
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Explore and enjoy nymph aura to have a brilliant beauty
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Product attributes
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Pearl sparkling shadow ,include Hyaluronic
Acid, Argan oil, avocado oil, has moisturizing effect , antioxidants and increase elasticity to the skin;
vitamin E helps minimize oxygen free radicals to prevent wrinkles.
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Customer benefits
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Shadow sparkling volumer ,smoothing, moisturizing, seductive
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Personal values
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For a fresh skin ,
sparkling and glamorous
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7
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Message execution
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Description
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a girl with bright beauty on
the face,bright and smooth pearl thanks to Nymph Aura Volumer
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Execution style(s)
Rhetorical device(s)
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Demonstration
Image
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8
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Evaluation
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Confidence, freedom, bright
beauty,attractive
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Item
3: safety razors
Components
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Contents
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1
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Source
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Razors advertisement
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2
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Target audience
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Man
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3
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Medium ( Media)
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Broadcast on Tv and in the 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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attract attention of men to have the
choice of safety and smooth clean razors
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6
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Message
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General selling proposition
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You will find the most suitable
solution for your beard
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Product attributes
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safe, comfortable
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Customer benefits
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not cause damage for the skin
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Personal values
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Clean and neat
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7
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Message execution
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Description
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A baby wrap a towel
standing in front of the mirror and shaving comfortably as a mature man
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Execution style(s)
Rhetorical device(s)
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Image
Unreal
Overstatement , fantasy
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8
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Evaluation
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Humorous ,quipped
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