Name: Trinh Thi Thu Loan.
Group: 10E20.
CRITICAL THINKING: ENTRY 2
Item
1: Heineken beer 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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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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Nowadays, in a house
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5
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Objectives
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Persuasive
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6
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Message
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General selling proposition
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Heineken makes men crazy
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Product attributes
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Fresh, tasty
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Customer benefits
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Cheery
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Personal values
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Different, high level
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7
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Message execution
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Description
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At a party, the female host leads her girlfriends into a room full of
clothes and shoes, and then they scream joyfully. Suddenly, they hear
shouting in the next room. They were surprised. In the next room, the male
host and his friends are screaming joyfully when they see a room full of
bottles of Heineken beer.
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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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Great success: humorous, different, deep impression
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ITEM 2:
Carlsberg beer 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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Carlsberg beer company
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2
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Target Audience
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Men and women who love beer
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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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Nowadays, at a bar
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5
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Objectives
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To sell more Carlsberg beer
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6
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Message
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General selling proposition
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If you drink Carlsberg, you can have a lot of fun and totally enjoy
yourself.
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Product attributes
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Carlsberg helps bringing joy to you.
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Customer benefits
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Having fun, enjoying themselves, being popular
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Personal values
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Self-confident, popular, creative
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7
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Message execution
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Description
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A man enters a bar and order Carlsberg. Then he starts using the
beer’s bottle to whisper some melodies of the song “I love you baby”. Hearing
that and recognizing how funny and creative it is, other people follow that
way and the whole bar is full of music and joy.
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Execution style(s) Rhetorical device(s)
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Slice-of-life Musical
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8
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Evaluation
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Funny and creative. Carlsberg beer now links with fun, music and
excitement in people’s mind.
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ITEM 3: Huggies
napkin 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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Kimberly-Clark company, Vietnam
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2
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Target Audience
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Parents of little babies
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3
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Medium (Media)
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Interactive (Internet)
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4
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Context
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Nowadays (In 2009), in an office and on the street
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5
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Objectives
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Inform the product and persuade customers
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6
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Message
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General selling proposition
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Huggies napkin helps babies act comfortably.
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Product attributes
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Small, soft, elastic, super absorbent
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Customer benefits
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Comfortable, convenient
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Personal values
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Pleasure
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7
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Message execution
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Description
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There are a lot of babies who are wearing Huggies napkin. They walk,
run and do anything they want with happy faces.
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Execution style(s) Rhetorical device(s)
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Full of humorous images, comfortable lifestyle, good music
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8
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Evaluation
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Effective, humorous
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