Entry 2- Trần Thị Đông
Entry 2: Understanding advertising messages
Item 1: “Vinamilk Dielac.” advertisement
Components
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Contents
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1
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Source
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Vinamilk Dielac.
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2
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Target audience
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parents
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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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Inform
people about new milk
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6
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Message
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General selling
proposition
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if your baby doesn't drink milk, it is hard to digest
and absorb food leading to stomachache
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Product attributes
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Supplement protein
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Customer benefits
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Absorb
easily food, support digest system , and help children grow up and have good
health
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Personal values
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happiness, comfortable life
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7
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Message execution
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Description
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Some children feel painful, doctor said that their
digests are weak, so the food is difficult to absorb and it needs to be
supported. Then she feeds them dielac milk they are happy and strong
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Execution style(s)
Rhetorical device(s)
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Simile
overstatement
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8
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Evaluation
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Interesting and convincing
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Item 2: heniken advertisement
Components
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Contents
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1
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Source
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heniken commercial |
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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
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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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remind
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6
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Message
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General selling
proposition
|
if you don’t drink heniken beer, you can have some stupid decision
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Product attributes
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Fresh beer
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Customer benefits
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Bring lucid decision and save your life
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Personal values
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Self- respect, wisdom
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7
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Message execution
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Description
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A man has intention to suicide, he stands in a
box and hang his neck in a rope when he look the word “ heniken”in the box,
he gets down and opens a bottle
heniken in this box to drink. Then he doesn’t want to suicide
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Execution style(s)
Rhetorical device(s)
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overstatement
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8
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Evaluation
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Simple, Interesting and convincing
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Item 3: Rexona advertisement
Components
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Contents
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||
1
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Source
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Rexona
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2
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Target audience
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Women
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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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To
persuade women to use deodorization
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6
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Message
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General selling
proposition
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if you don't use Rexona you have fetid sweat. Man don't
want to contact with you
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Product attributes
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prevent sweat and create aroma
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Customer benefits
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Don't have fetid sweat and be more confident
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Personal values
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comfortable life, love
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7
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Message execution
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Description
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A girl
eats a banana and throws shell, and then there is a magic hand making her tread
on this shell and fall down. Her bag is dropped on roller which guides her to
meet a man. Firstly, he is very happy but after that he smells the fetid sweat
in her body. He runs into his house and throws Rexona for her.
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Execution style(s)
Rhetorical device(s)
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Humorous
overstatement |
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8
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Evaluation
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funny, exciting
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