Vũ Thị Hải

Entry 2_ Vũ Thị Hải

                                                                         Entry 2

                                               Understanding advertising messages

ITEM 1: B-Class car of Mersedes-beze advertisement

Components			Contents
1	Source		Mersedes-beze http://www.youtube.com/watch?v=kaghtWe71qo
2	Target Audience		Chinese, especially the rich
3	Medium (Media)		Broadcast on TV, Video on Internet.
4	Context		China
5	Objectives		To introduce people about a new convenient car of this famous brand  persuade them to buy
6	messages	General Selling Proposition	Life is much more meaningful and sweeter if you have a B- Class ( Mersedes- beze Brand)
		Product Attributes	beautiful and luxurious
		Customer  Benefits	enjoy the modern, convenient and save time for other things
		Personal values	Luxurious, charming
7	Message execution	Description	A Chinese actress- Bao Loi is driving a car and she wants to park it on a space between 2 other cars. She just need to control a device and spends time to color her lip with lipstick. The car automatically turning into the side she wants while she is turning to his husband-Luc Nghi and gives him a sweet kiss. Then, they come out. She uses remote control to close the door.
		Execution style(s)/ Rhetorical devices	music overstatement
8	Evaluation		Quite attractive, motivating the desire of audients

ITEM2: KOTEX STYLE ADVERTISEMENT

components			contents
1	source		Kotex (http://www.youtube.com/watch?v=ZO-4WNvqqkI
2	Target Audience		Teenage
3	Medium (Media)		Broadcast on TV, Video on Internet.
4	context		One city in the world
5	Objectives		Introduce girls about new product of Kotex: Kotex style and persuade them to buy
6	messages	General Selling Proposition	Your are a young girl and active  even you are in days of period
		Product Attributes	Clean and dry
		Customer  Benefits	Always feeling comfortable in days of period
		Personal values	Stylish, confident
7	Message Execution	Description	There are 2 young girls in the advertisement. The first one is roller-skating on the street, and in other people mind, she is naughty. But she is really friendly and dutiful with her mother. The other is a girl standing in a park. At that time, a man walking with his dog rushes into her in accidence. She glares at him. Therefore, he thinks that she is unfriendly and cruel. Surprisingly, she puts off her coast to cover the dog when it suddenly rains. And then they go and talk together.
		Execution style(s)/ Rhetorical devices	Interesting,  fun and romantic Overstatement
8	Evaluation		Successful, especially the sense between the girl and the boy in a park

ITEM3: WASHING MACHINE OF HETACHI

components			contents
1	source		HITACHI(inspire the next) ( in attached file)
2	Target Audience		Customer all over the world, especially American
3	Medium (Media)		Broadcast on TV, Video on Internet.
4	context		In a beautiful glass house
5	Objectives		Persuade people to buy a washing machine which run without sound.
6	messages	General Selling Proposition	You should buy quite running washing machine
		Product Attributes	High technology, modern
		Customer  Benefits	It is really ideal when you own a beating very softly washing machine
		Personal values	You will become beautiful because you feel free, quiet and peaceful. Besides, you also enjoy something more in your life.
7	Message Execution	Description	A beautiful young woman is writing while her washing machine is operating. She feels bits of being interrupted because of birds are singing outside the glass house. She stands up and close all door. There is a quite peaceful environment inside the house although that washing machine is still operating.
		Execution style(s)/ Rhetorical devices	Desirable, admirable Overstatement
8	Evaluation		An attracting advertisement with an ideal house which worth living in.

Note: this file consists of an attached file downloaded from the website: cnn.com.

Because I cannot find its link again.