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Category Archives: Entry 2

Entry 2_Mac My Ni Nguyet

1. TIO TEA

Components Contents
1. Source TIO TEA
2. Target Audience Young people
3. Medium (Media) TV ad
4. Context In 2011in Korea
5. Objective Introduce TIO TEA as a kind of new drink.
6. Messages General Selling Proposition Using TIO TEA can help you to release anger  and discomfort.
Product Attributes The taste and the smell of TIO TEA.
Customer Benefits Create better mood
Personal Values To become more comfortable
7. Message execution Description In high school yard, the female teacher gets angry with the male teacher because she misunderstands that he is in the relationship with a young school girl. The male teacher is in bad mood too cause the school girl keep silent all the time. He drinks TIO TEA to release his anger.
Execution Styles/ Rhetorical Devices – Spokes-person (the man speaks with angry voice)-Lifestyle (a life-like situation)

-Humorous (The facial expressions of the man are very funny and humorous)

– Metaphor

8. Evaluation Great success: Bringing great profit to the company and making TIO TEA become very popular.

Item 2: The SHILLA Duty Free Cosmetics 

Components Contents
1. Source The SHILLA Duty Free Cosmetics
2. Target Audience Young adults
3. Medium (Media) TV ad
4. Context In 2011in Korea
5. Objective Introduce The SHILLA DUTY FREE as a kind of cosmetics.
6. Messages General Selling Proposition Using The SHILLA Duty Free Cosmetics can help you to attract the people of the opposite sex.
Product Attributes The smell, color and quality of The SHILLA Duty Free Cosmetics
Customer Benefits To be more attractive
Personal Values To become more social attractive
7. Message execution Description A handsome man is kissing a beautiful woman because she is very attractive when using The SHILLA Duty Free cosmetics. The other man comes across and he is jealous with that lucky man.
Execution Styles/ Rhetorical Devices – Spokes-person (the man speaks the message of the CF)-Lifestyle

– Musical

8. Evaluation Great success: Bringing great profit to the company and making The SHILLA Duty Free Cosmetics become very popular.

Item 3: The UbyKotex Tampon

Components Contents
1. Source The UbyKotex Tampon
2. Target Audience Female
3. Medium (Media) TV ad
4. Context In 2011in the U.S
5. Objective Introduce the UbyKotex Tampon to the consumers.
6. Messages General Selling Proposition Using the UbyKotex Tampon can bring you comfort, confidence and relaxation.
Product Attributes The material and absorbency of the UbyKotex Tampon
Customer Benefits To be more comfortable and confident
Personal Values To become more social attractive
7. Message execution Description Two women, a lady and a young girl, are standing in a flower field and taking about the amazing protection of UbyKotex Tampon.
Execution Styles/ Rhetorical Devices – Spokes-person (the women speaks out the benefits of UbyKotex)- Musical

-Lifestyle

8. Evaluation Great success: Bringing great profit to the company and making The UbyKotex Tampon become very popular.
 
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Posted by trên 13/10/2011 in Entry 2

 

Entry 2: Nguyen Thi Cuc

Item 1: Advertising McDonalds

Source:

http://www.youtube.com/watch?v=y9ajRIgTJNA

Component

Contents

1

Source

McDonalds egypt

2

Target Audience

Everyone, especially young people

3

Medium (Media)

On TV and Internet

4

Context

In 2007 in Egypt

5

Objective

Introduce one of kinds of products and slogan “ I’m lovin’ it”.

6

Messages

General Selling Proposition

Slogan “I’m lovin’ it”-McDonalds combo. Loving McDonalds is more than lover

Product Attributes

Tasty, nothing can compare with(even the love).

Customer Benefits

You will have a good meal.

Personal Values

You will feel comfortable and safe when eating McDonalds, you can enjoy it in your way.

7

Messages Execution

Description

A boy and a girl are travelling in the boat. The white rose in her hand is falling into the sea. Suddenly, the man jumps and takes it back to her. He does everything for his lover such as go shopping, push the car for her. However they come to McDonald’s store, the man attacks the lover to have a McDonald combo set. Then he enjoys his meal alone.

ExecutionStyle(s)/

Rhetorical Devices

Humorous

Overstatement

Metaphor

Slice of life

8

Evaluation

Funny, interesting and successful

Item 2: Advertising Guinness beer

Source:

http://www.youtube.com/watch?v=-pgA8Z7lFVE&feature=fvwp&NR=1

Components

Contents

1

Source

Guinness beer

2

Target Audience

Most of people, especially for man

3

Medium (media)

Television ads.

4

Context

In 2009 in USA

5

Objectives

To selling the product (Guinness beer)

6

Messages

General selling proposition

If you use Guinness beer, you can became a  Guinness

Product Attributes

Stronger and ambitious

Customer Benifits

Making you feel confident.

Personal value

Confidence and strength

7

Message Execution

Description

The ad shows a group of men with full of strength does anything to bring “a world to life”. They overcome challenge s of environment to recreate the world

Execution Style(s)/Rhetorial Device(s)

Execution styles:

–        Fantasy

–        Musical

Rhetorical devices: overstatement

8

Evaluation

Meaningful and impressive

Item 3: Advertisement of Doublemint

Source: 

http://www.youtube.com/watch?v=liq0gek8Fpk

Components

Content

1

Source

Wrigley’s popular gum brands- Doublemint

2

Target audience

Everyone, especially, young people

3

Medium (media)

Television. Internet

4

Context

In 2008, a new version of the Doublemint jingle, introduced in 1960.

5

Objectives

Introduce a new cover of the product, a new slim pack.

6

Messages

General selling proposition

Bringing a new slogan “The taste is gonna move ya” and

Product Attributes

convinient,small and easy to bring, still remain its quality.

Customer Benefits

Fresh with peppermint, delicious taste,

Personal Values

Style, confidence, double pleasure

Messages Execution

Description

 Chris Brown is singing the pop song as well as he is dancing with Doublemint pack.

Execution  style(s)/ Rhetorical device(s)

Musical

Lifestyle

overstatement

8

Evaluation

Great success: the product is for young people.

 
3 phản hồi

Posted by trên 12/10/2011 in Entry 2

 

Entry2- Phạm Thị Huyền

Item 1: Huggies nappy advertisement

http://www.youtube.com/watch?v=hCc2wJG-jPY

Components

Contents

1 Source Huggies company
2 Target Audience Baby
3 Medium (media) TV broadcasting
4 Context The world of babies (at the company, on the road and at home)
5 Objectives Create an strong impress and interesting feeling.

Introduce about the baby’s nappy.

6

Messages

General Selling Proposition Slogan: “ Hard day, soft nappy”. “Huggies, be happy”
Product Attributes Features of product: soft and dry.
Customer Benefits Babies using the Huggies nappy will be comfortable all the long day.
Personal Values Be happier, more confident and comfortable.

Always smile despite of  great difficulties.

7

Message Execution

Description The baby go to his company, his boss calls him to the room and reports to fire him angrily. He keeps smiling , arranges the personal implement and leaves the company. When he goes out, his car is being pulled by another van. He still smiles and walk to the home. Then, he drops the key to the corner so he lie down to the hammock. But he is completely in wet by water from the pipe in the garden.

He spends a  hard day with a big smile on his face thanks to Huggies nappy.

Execution Style(s)/ Rhetorical Devices Humorous, overstatement.
8 Evaluation It is a really attractive advertisement because of cute characters and interesting pilot.

Item 2: Heniken beer ad

http://www.youtube.com/watch?v=NOC2YxFeNFU

 

Components

Contents

1 Source Heniken company
2 Target Audience Everyone, especially men

 

3 Medium (media) TV broascasting

 

4 Context In a big house
5 Objectives Create an impress and truth on the customer, especially the men.
6

Messages

General Selling Proposition Slogan: “ Can just only be Heniken”.
Product Attributes Cool, fresh, buoyant, satisfied.
Customer Benefits Be happy and funny and satisfied like the men in the ad.
Personal Values Affirm value of yourself with a famous label product.

Affirm the estate of the strong side.

7

Message Execution

Description A group of women visit the house with full of comforts, but they are really overwhelmed with the room of imnumerous clothes, shoes and jewelly,so they shout happily . however , while they are shouting, they hear the other louder shout from another room. It turns into a group of men are shouting cherrily because of the room full of Heniken beer.
Execution Style(s)/ Rhetorical Devices Symbol (clothes or shoes smbol for the weak side and Heniken beer symbols for the strong side), pun(humorous).
8 Evaluation The ad attract the interst of men to use the product. More important, it can help them affirm the estate of strong side.

Item 3:  Trust condom ad

http://www.youtube.com/watch?v=nRV1DSj-nfU

 

Components

Contents

1 Source Trust condom firm
2 Target Audience Young people
3 Medium (media) TV broadcasting
4 Context On the street
5 Objectives Introduce impressively about the product

Make it popular

6

Messages

General Selling Proposition You can trust on the “ Trust condom”
Product Attributes Safety,touch but sensible
Customer Benefits Have a safety when using it
Personal Values  
7

Message Execution

Description On the street,It is raining. There is a charming  woman walking under the umbrella. On the opposite side, there is a handsome man. Everyone looks them admirely. Suddenly, it stops raining. She is going to put it into its cover. Unfortunately, it is blowed in wind. The man comes near and take a Trust condom from his pocket and cover it completely on her umbrella. Everybody is so surprised and supports him.
Execution Style(s)/ Rhetorical Devices Pun(humorous), overstatement.
8 Evaluation It makes an surprise to audience and improves the quality of the product.

 

 

 

 

 

 

 
2 phản hồi

Posted by trên 12/10/2011 in Entry 2

 

ENTRY 2_NGUYEN XUAN HOA

ITEM 1

Components

Contents

1

Source http://www.youtube.com/watch?v=KRbzJ0L1Zn8

2

Target audience Everyone

3

Medium (media) TV advertisement

4

Context In a classroom and the boy who is ignoring the lessons but is drawn attention of a car on the road..

5

Objectives  Introducing a new car and selling car

6

Message General selling proposition Calling for the consumption
Product attributes “ it’s the funny thing about the Porsche, the moment you know you want one, the moment you first own one. “
Customer benefits Owning a great car with the harmony in design and style
Personal values Excitement and pleasure, convinience and modernity

7

Message execution Description They boy who is fed up with the lessons are so interested in a car running on the road just after looking and listening to the engine that he decides to choose this car as his vehicle for 20 years later.
Execution styles (s)

Rhetorical device (s)

Demonstration , attraction

Overstatement

8

Evaluation Through a wise and sensitive way, this ad is very attractive and sucessful. It is just like a firm promise about the quality of the product for now and for the future.

 

ENTRY 2

 

Components

Contents

1

Source  http://www.youtube.com/watch?v=j82y0bmkZNw

Head & Shoulders Securities, Ltd.

2

Target audience Everyone

3

Medium (media) TV advertisement

4

Context A bride on the way to go to the church to attend her own wedding

5

Objectives  Introducing the effectiveness of using this kind of shampoo

6

Message General selling proposition Calling for more consumption
Product attributes A kind of shampoo
Customer benefits Not only owning a smooth, polished, black and long hair after using Head & shoulders, you will become more charming and attractive as well
Personal values “ Thanks to head & shoulders, you are being looked at”

7

Message execution Description On the way to the church, the bride who is sitting in the car are attracted by many people. Because she posesses such a smooth, long and black hair that many people lose themselves in that beauty, they even oject her wedding when the priest asks: “ if someone has and ojection, please say now or keep silence forever”. Almost people in the church rasies their hands.
Execution styles (s)

Rhetorical device (s)

Demonstration , Symbol (the hair of the bride)

Overstatement and irony

8

Evaluation Funny, impressive and Successful

ENTRY 3

 

Components

Contents

1

Source http://www.youtube.com/watch?v=DQVJkT-bvHE

BIORE

2

Target audience Girls who lack confidence because of pimble

3

Medium (media) TV advertisement

4

Context A beautiful girl received a mail from a boy who invited her to get on a date at school festival. Unluckily, she’s got a pimple on her face.

5

Objectives Selling products

6

Message General selling proposition Calling for more consumption
Product attributes With natural extracts, Biore gives you a clean, smooth and white shin
Customer benefits Eradicate pimple on the face and become more confident and attractve to enjoy life
Personal values Using this kind of skin care, you will never worry about pimple. Simultaneously, It also gives you a face radiant with smiles.

7

Message execution Description A girl is invited to school festival by a boy she really likes. However, she’s got a pimple on her face which makes her lack confidence to accept the invitation. Luckily, the boy sends her a product of BIORE. Thanks to this product, she owns a beautiful skin so that she can enjoy the date.
Execution styles (s)

Rhetorical device (s)

Demonstration , scientific

 

8

Evaluation In a sensitive and thoughtful way, this ad is very successful because it hits girls’ psychology which is that they always lack confidence in their appearance because of pimple

 

 

 
4 phản hồi

Posted by trên 12/10/2011 in Entry 2

 

ENTRY 2_LÊ THU THẢO

BIBIMPAP – THE TASTE OF KOREA

Components

Contents

1

Source  http://www.youtube.com/watch?v=bT236z363NM

2

Target audience Everyone, especially foreigners who fond of Korean cuisine

3

Medium (media) TV advertisement

4

Context  A very big room with a lot of Korean cooks and artists.

5

Objectives Advertising, also showing the underlying philosophy and cultural roots of a traditional Korea food: bibimpap. It is not only a dish, but also embody a unique culture.

6

Message General selling proposition  Slogan: Taste of harmony – pipimbap, Taste of Korea.
Product attributes  Delicious, different foods harmonize, steamed rice topped with various seasoned vegetables and meat then mix with Korean chili paste. Natural ingredients blend with white rice to create delightful tastes. Five colors of these natural ingredients: blue, red, yellow, white, black that present five elements: wood, soil, fire, metal and water. It is also the Korean’s unique culture that presented in this food.
Customer benefits Understanding the cultural meaning of the food, also a part of Korean culture.
Personal values Food harmony, culture.

7

Message execution Description This is a process of making Korean dish: bibimpap. Every step of preparation equal to different traditional arts performance performed by a lot of Korean artists. For example, ……. Finally, all artists come together, all cultural features come together and the bibimpap is completed.
Execution styles (s)

Rhetorical device (s)

Musical & Art

Symbol, rhyme, climax ( bibimpap – taste of korea – emphasize )

8

Evaluation Meaningful, creative advertisement. Through this ad, do spectators not only know about the dish: bibimpap, but also get knowledge about underlying philosophy and culture root of the dish as well as Korea’s traditional culture. The advertisement is attractive as well because of the colors, background music, also Korean’s beautiful performance.

2. Coke advertisement

Components

Contents

1

Source   http://www.youtube.com/watch?v=x1FgyPlPjgk&NR=1

2

Target audience Everyone, especially, young people

3

Medium (media) Television broadcasting

4

Context  In one street in Korea

5

Objectives Advertise for DK (Dynamic Kin) – a new product of Coca – Cola company

6

Message General selling proposition  Slogan : DK -“ 상쾌함이 터진다” DK – refreshing DK
Product attributes Fresh and pureness
Customer benefits A good product from Coca – Cola company, drinking pure water
Personal values  DK is a new healthy product from Coca – Cola. It not only help slake people’s thirst but also bring them close together.

7

Message execution Description  This is a love story between a girl and a boy that started and developed thanks to DK coke. The girl appearances beautiful, holding a bottle of DK . She immediately got the eye contact with the boy after taking a mouthful of DK water. After that they played with DK and their kiss is the end of the advertisement.
Execution styles (s)

Rhetorical device (s)

Musical & Mood

Overstatement

8

Evaluation Because of the attendance of the two popular stars: Kim Hyun Joong ( the boy) and Park Shin Hye ( the girl ), this ad become more attractive; therefore, many people will watch it and the DK will become well – known. By using the song that sung by Kim Hyun Joong himself is also help to attract young people especially his fan to watch and buy DK which their idol present for . This is a way that many advertiser in Korea have chosen in order to endorse their products.

.

3. Comfort advertisement

Components

Contents

1

Source   http://www.youtube.com/watch?v=kvudHqZ7ctM

2

Target audience  Everyone, especially housewifes

3

Medium (media) Television broadcasting

4

Context  On the way to hospital

5

Objectives Showing people the ability of totally shaking out surf and maintain the great fragrance during along period of time despite the dust and dirty.

6

Message General selling proposition  Slogan : “COMFORT – HƯƠNG THƠM BỀN LÂU KHÓ PHAI CHỈ VỚI MỘT LẦN XẢ”
Product attributes  Immediately shaking out surf from the first using and keeping the perfume on the clothes.
Customer benefits Save time, money, water and keep clothes great fragrance as long as possible.
Personal values Useful, convenient

7

Message execution Description While having a bath with lots of surf on the body, the husband receive his wife’s call from hospital. Immediately, he took some Comfort and then rush to the hospital. He got many troubles, lots of dust and dirty on the road. However, he is still fragrance. When coming to hospital, there are many reporters are waiting for him. He is still keep the perfume up.
Execution styles (s)

Rhetorical device (s)

cartoon

Overstatement, symbol, antithesis

8

Evaluation By using cartoon image, this advertisement made its own uniqueness. It is also interesting. This ad provide viewer with information about the new product that is useful for washing clothes.

 

 

 

 

 

 
5 phản hồi

Posted by trên 12/10/2011 in Entry 2

 

Entry 2 – Nguyễn Thị Hoàng Hà

ENTRY 2: UNDERSTANDING ADVERTISING MESSAGES

 ITEM 1: “Dutch Lady” milk advertisement

Source: http://www.youtube.com/watch?v=GcI9IIRL4Jg

Components Contents
1 Source Dutch Lady milk company
2 Target Audience Mothers and children
3 Medium (Media) Broadcast on TV
4 Context Nowadays in Vietnam, a group of children is creating a monument from Dutch Lady boxes to say thank you to their mothers.
5 Objectives To encourage children to drink Dutch Lady milk and encourage parents to buy more Dutch Lady milk
6 Messages General Selling Proposition Buying and drinking Dutch Lady milk is a way children can prove their gratitude to their mothers.
Product Attributes Dutch Lady milk helps you prove your gratitude to your mother.
Customer Benefits To be a good child
Personal Values Be grateful, be creativeenhance group work ability
7 Messages Execution Description A group of children is showing their gratitude to their mothers. Together they build a monument from Dutch lady empty boxes, which says “Cảm ơn mẹ” (Thank you, mom). Along the clip is a song with lyrics expressing their deep gratitude and their happiness when they are with their mothers.
Execution styles/ rhetorical devices SymbolMusical
8 Evaluation This is one of my favorite advertising videos since I was a kid. I find the lyrics extremely touching. Additionally, the bright images of the children’s faces as well as the background scene bring me a feeling of purity and sweet. Drinking Dutch Lady milk, according to this ad, is a useful way to expressing your love to your mother. And Dutch Lady milk is a symbol of the best thing that mothers give to their children.

ITEM 2: “Aquafresh toothpaste” advertisement

Source: http://vietad.vn/Publics/NewsDetail.aspx?ArticleID=312&ChannelID=9

Components Contents
1 Source Aquafresh toothpaste
2 Target Audience All people
3 Medium (Media) Print advertisement
4 Context nowadays, two people, in their bedroom
5 Objectives To persuade customers about the good quality of Aquafresh; to sell more products
6 Messages General Selling Proposition If you use Aquafresh toothpaste, your teeth will be extremely white.
Product Attributes Aquafresh can amazingly whiten your teeth.
Customer Benefits You will have such bright teeth that you have to cover them to have a sound sleep at night.
Personal Values charming, self-confident
7 Messages Execution Description Two people are sleeping in their bedroom at night. They have to cover their mouth with a cloth because their teeth are so white that they create the light and these people cannot sleep.
Execution styles/ rhetorical devices OverstatementHumorous
8 Evaluation I personally find it very funny because of this ad’s overstatement.

ITEM 3: Carlsberg beer advertisement

Source: http://www.youtube.com/watch?v=auqwlG889JU

Components Contents
1 Source Carlsberg beer company
2 Target Audience Men and women who love beer
3 Medium (Media) Broadcast on TV
4 Context nowadays, at a bar, men and women
5 Objectives To sell more Carlsberg beer
6 Messages General Selling Proposition If you drink Carlsberg, you can have a lot of fun and totally enjoy yourself.
Product Attributes Carlsberg helps bringing joy to you.
Customer Benefits having fun, enjoying themselves, being popular
Personal Values Self-confident, popular, creative
7 Messages Execution Description 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.
Execution styles/ rhetorical devices Slice-of-lifeMusical
8 Evaluation I think this ad is funny and creative. Carlsberg beer now links with fun, music and excitement in my mind.
 
3 phản hồi

Posted by trên 12/10/2011 in Entry 2

 

Entry 2_Đinh Thùy Duyên

Item #1: 

Children friendly advertisement

http://www.youtube.com/watch?v=ZHCuA0KnITY&feature=related

Components

Contents

1 Source Child friendly Australia
2 Target audience Adults, parents
3 Medium Internet, TV
4 Context Parents and children
5 Objectives Raise people’s awareness of their behavior in front of children.
6 Message General selling proposition What parents do can affect their children so they should make their influence positive.
Product attributes
Customer benefits Children will act politely and positively.
Personal values Our social will become better and more civilized with well-behaved people.
7 Message execution Description There are many dads and moms with their children besides. The things they do such as drinking alcohol, talking nonsense, treating others brutally and littering are all seen and done similarly by their children.
Execution styles (s)Rhetorical device (s) –         Slice of life, mood or image.
8 Evaluation This video contains a meaningful and educational message. It is successful in inspiring people to behave correctly.

Item #2: 

Internet advertisement

http://www.youtube.com/watch?NR=1&v=XQPIV4YA_08

Components

Contents

1

Source Reliance Anil Dhirubhai Ambani Group

2

Target audience Everyone

3

Medium Internet, TV

4

Context Husband and a fregnant wife

5

Objectives Encourage people to use internet.

6

Message General selling proposition If you use internet, you can communicate with the whole world whenerver and wherever.
Product attributes High speed, available every where
Customer benefits Easy to contact with others and easy to get information.
Personal values Closer people’s relationship, modernize people’s life.

7

Message execution Description There is a car racer having to live far away from his fregnant wife because he is at the race. Throughout his contest, he still keeps in touch with his wife, asking her about the baby. At the time when he is in a very serious competition, his wife sends him messages but he can not reply immediately. After several times questioning but not receive any answer, the racer’s spouse goes offline. Days after, he does not catch any news from her. This makes him feel very upset and worried. Then one day, he suddenly receives a video. That’s his baby who has just come into the world. The advertisement ends at the moment the racer holds  high his baby as his valuest reward, not the gold medal from the competition.
Execution styles (s)Rhetorical device (s) Mood or image, slice of life

8

Evaluation Touched, meaningful and successful.

Item #3:

Heineken beer advertisement

http://www.youtube.com/watch?v=yNAjFJMFVpI&feature=related

Components

Contents

1

Source Heineken beer

2

Target audience Everyone

3

Medium Internet, tv

4

Context Two males and one female in a bar

5

Objectives Introduce, popularize and sell Heineken

6

Message General selling proposition Drink heineken and you will have some advantages.
Product attributes Cool and fresh.
Customer benefits Slake your thirst, make you more attractive and more active.
Personal values You will become more socially attractive and more confident.

7

Message execution Description There is a man sitting in the bar. He is keeping a very attractive and beautiful woman in view and intending to approach her. Unfortunately, another sophisticated and fascinating man appears and starts flirting this woman. They talks joyfully. Then the first man call 2 bottles of Heineken beer, the woman’s attention immediately moves to him. His dream of being with her comes true.
Execution styles (s)Rhetorical device (s) Mood or image, slice of life, musical, humorous.

8

Evaluation Intersting, funny and successful.
 
4 phản hồi

Posted by trên 12/10/2011 in Entry 2