Vi Thị Tố Tâm

CRITICAL THINKING

Student’s name: Vi Thị Tố tâm

Class: Qh10E20

UNDERSTANDING ADVERTISING MESSAGES

Advertisement 1: Vinamilk commercial.

http://www.youtube.com/watch?v=3Ma9LrNb61w

Components			Contents
1	Source		Vinamilk
2	Target audience		Children and parents
3	Medium(Media)		Commercial broadcasted on TV and internet
4	Context		In 2011, conflict between Vinamilk and TH True Milk, two of biggest dairy companies in Vietnam, turned into thorny debates in mass media. As TH True Milk informed that their products were “fresh milk”, the reluctance about other companies’ quality of milk was raised among customers.
5	Objectives		Informed Vinamilk Fresh Milk as the nutritious and delicious products for health.
6	Message	General selling Proposition	You will have tall stature and bright eyesight if you drink Vinamilk Fresh Milk
		Product attributes	Rich of vitamin (A, D3) and mineral (Calcium, Magnesium)
		Customer Benefit	Height development, eyesight improvement.
		Personal Value	Confidence, wisdom, joyfulness of life, good study results, success, self-respect, social acceptance, happiness.
7	Message Execution	Rhetorical devices	Image, musical, fantasy, demonstration, humorous.
		Description	At the beginning of the advertisement, a cow and a boy take part in a basketball match, in which the boy scores one mark. Then, they share a book together.  As the ingredients of Vinamilk fresh Milk is shown, the cow helps the kid to remark his height on the wall of the house. The image of three bottles of milk in association with the slogan at the end of the advisement restates the benefit of drinking Vinamilk fresh Milk everyday.
8	Evaluation		Great success: captivates customers, especially children.

Source: http://www.lifetv.vn/news-view/cuoc-chien-th-true-milk-va-vinamilk

Advertisement 2: Commercial of Coca Cola: “Heist”.

http://www.youtube.com/watch?v=bSNCnyCUdk8

Components			Contents
1	Source		Coca Cola
2	Target audience		Everyone
3	Medium ( Media)		Commercial broadcasted on TV
4	Context		Coca Cola continues the Open Happiness theme with “Heist”. The commercial, featuring during the 2009 Super Bowl, picks up some of the movement found in the Happiness Factory series, echoing perhaps the sentiment of Budweiser’s King Crab spot from 2008.
5	Objectives		Inform Coca Cola as favorite beverage for everyone
6	Message	General selling proposition	Team work will be achieved and you will attain your goal if you drink Coca Cola
		Product attributes	Tasty
		Customer benefits	Good taste
		Personal values	Success, confidence, social acceptance, equality, happiness,  happiness, pleasure,
7	Message execution	Description	Music from “Peter and the Wolf,” plays as a young man dozes off in a park. As he sleeps a ladybug, grasshoppers and bees work together to roll the bottle away from his picnic rug. Woken by the sound of his bottle opening, he discovers that the local butterflies have concocted a clever ruse.
		Execution style(s) Rhetorical device(s)	Fantasy, musical and mood, demonstration, humorous.
8	Evaluation		Great success

Advertisement 3: JOHNSON'S® Baby Commercial - HEAD-TO-TOE® Wash

http://www.youtube.com/watch?v=qvE1-U6C4fE

Components			Contents
1	Source		JOHNSON'S Baby
2	Target audience		Parents
3	Medium ( Media)		Commercial broadcasted on TV and internet
4	Context		2012
5	Objectives		Persuade parents to choose JOHNSON'S baby HEAD-TO-TOE for their newborn babies
6	Message	General selling proposition	You will be great mother if you choose JOHNSON'S baby HEAD-TO-TOE for your newborn baby.
		Product attributes	Really gentle stuff, safe for sensitive skin.
		Customer benefits	Soft skin
		Personal values	Comfort, health, joyfulness, pleasure, happiness.
7	Message execution	Description	The image of a mother helping her newborn baby to have a bath covers the commercial. The baby, with deepest sincerity, keeps in his mind the gratefulness to his mom for choosing JOHNSON'S baby HEAD-TO-TOE for his sensitive skin.
		Execution style(s) Rhetorical device(s)	Music, mood and image, slice - of - life,
8	Evaluation		Great success: lovely and captivated to parents