Advertisement: Vũ Thị Thùy Dung

Student : Vu Thi Thuy Dung

Group : E20

crictical thinking

entry 2

Items 1

Pepsi

http: http://www.youtube.com/watch?v=s21q2TL27Wc

Components			Contents
1.	Source		Pepsi
2.	Target Audience		Everyone.
3.	Medium (Media)		Broadcast advertising
4.	Context		A cutthroat competition between Pepsi and Coca cola- the 2 most popular beverage brands in the world has been for over 100 years. In 2011, Pepsi showed this advertisement campaign with a slogan “ Summer time is Pepsi time” on mass- medias to promote their product and to continue to compete with Coca- cola.
5.	Objectives		- To persuade people to buy this product . - To compete with Coca- cola.
6.	Messages	General Selling Proposition	Drink Pepsi in summer is really perfect choice.
		Product Attributes	Be cold and fizzy drink.
		Customer Benefits	Have a good and funny summer time.
		Personal Values	Fun and exciting life, pleasure, excitement.
7.	Message Execution	Description	In this advertisement, Santa Claus – the advertisement symbol of Coca cola beverage brand is dancing happily and excitingly on Hawai’s beach.When being thristy, he goes to a bar to get soda. However when a waiter gives him 2 Cokes, he shakes his head and asks 2 Pepsis. He said “ I’m in a vacation, I wanna have a little fun”.
		Execution Style(s)/ Rhetorical Device(s)	- Fantasy - Image ( Santa Claus – a legendary, mythical character in many Western countries) - Music - Simile : Summer time is Pepsi time.
8.	Evaluation		- Cause a lot heated arguments.

Items 2

Video: Advertisement of Vfresh

http://www.youtube.com/watch?v=WG07bx-Z8AY&feature=related

Components			Contents
1.	Source		- Vfresh fruit milk
2.	Target Audience		- Every viewers
3.	Medium (Media)		- Broadcast advertising- Video
4.	Context		- Unknown
5.	Objectives		- Cognitive: provide information about Vfresh fruit milk - Affective: attract people to use product
6.	Messages	General Selling Proposition	- Customer can enjoy milk without worrying about the quality of product
		Product Attributes	- Made from fresh fruits combined with sterilized milk
		Customer Benefits	- Healthy, satisfied
		Personal Values	- Pleasure, wisdom, happiness
7.	Message Execution	Description	- The beginning of video is about a crocodile which is moved to tears when he witnesses love story between a duck and a chicken. It is a true love. After that, it is the image and introduction of Vfresh milk with strong emphasis on genuine quality of product.
		Executive Style( s)/ Rhetorical Device( s)	- Image: base on the story of a true love of animal so as to affirm the genuine quality of product - Musical - Fantasy: love between a chicken and a duck, the tears of crocodile
8.	Evaluation		- Success: make a great impression on customer and make profit.

Item : 3

Pond’s White Beauty

Source: http://www.youtube.com/watch?v=zCijnONd0i8&feature=relmfu

Components			Contents
1.	Source		Pond’s White Beauty.
2.	Target Audience		Women
3.	Medium (Media)		Broadcast advertising
4.	Context		unknown
5.	Objectives		- To introduce a new product (cognitive)
6.	Messages	General Selling Proposition	If you use Pond’s White Beauty, you will have a pinky-white skin and it will protect your skin from sunlight.
		Product Attributes	Ingredients: lycopene, pro vitamin B3
		Customer Benefits	Fair complexion
		Personal Values	Pleasure, happiness, social attraction.
7.	Message Execution	Description	The man is unpleasant because he has taken photographs of some women who have all white skin. He wants to find a woman with a pinky-white skin and suddenly the one appears.
		Execution Style(s)/ Rhetorical Device(s)	- Style: image( a woman with fair complexion contrasts with the others with all white skin), musical. - Rhetorical device: Antithesis (fair complexion and all white skin)
8.	Evaluation		Good impression as well as wonderful beauty for customers, make profit.

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