Entry 02_ Le Thi Ngoc Anh

Item 1: Heineken Advertisement

Source: http://www.youtube.com/watch?v=Jzjga17oBqk 

Components			Contents
1	Source		Heineken
2	Target Audience		Adults
3	Medium (Media)		TV – Broadcast advertising
4	Context		Unknown
5	Objectives		Affective
6	Messages	General Selling Proposition	Heineken’s unchanged since 1873
		Product Attributes	Fresh, cool.
		Customer Benefits	Refreshment.
		Personal Values	Excitement, happiness, pleasure.
7	Message Execution	Description	A young man goes down the street, he’s very surprised when seeing everything chaging but Heineken
		Execution Style(s) Rhetorical Device(s)	+ Execution Styles : -         Humorous (The emotions of the server and the young man are in contrast) -         Mood: Excited, surprising of the young man M   Musical: the song called ‘’little green bag’’ from the movie reservoir dogs + Rhetorical Device: Overstatement ( the shape of everything changes immediately)
8	Evaluation		Creative, effective, impressive and interesting.

Item 2: Vinamilk Advertisement

Source: http://www.youtube.com/watch?v=duD95Xqz3-8

Components			Contents
1	Source		Vinamilk
2	Target Audience		Every viewer
3	Medium (Media)		TV – Broadcast advertising
4	Context		It is launched in August 22nd, 2012 in Viet Nam
5	Objectives		Affective
6	Messages	General Selling Proposition	It’s not just milk. It’s happiness. Vinamilk 100% fresh milk
		Product Attributes	Fresh, delicious and true milk.
		Customer Benefits	Happiness
		Personal Values	Excitement, happiness, pleasure.
7	Message Execution	Description	When drinking milk, the little boy feel so pleased that he laughs so much and make the cow happy too.
		Execution Style(s) Rhetorical Device(s)	+ Execution Styles : -         Humorous (The cow laughs so much that she is fallen back) -         Mood: Excited, interesting + Rhetorical Device: Overstatement (The cow can sit and laugh as human beings)
8	Evaluation		Funny, impressive and cool

                                                Item 3: Mercedes-Benz SLS AMG Roadster

Source: http://www.youtube.com/watch?v=H8ZnRQHwWSA

Components			Contents
1	Source		Mercedes-Benz SLS AMG Roadster
2	Target Audience		Every viewer
3	Medium (Media)		TV – Broadcast advertising
4	Context		The new 2012 SLS AMG Roadster TV commercial, featuring tennis champion Roger Federer from Mercedes-Benz USA . Mercedes-Benz SLS AMG Roadster 2012 Family F1 safety pit stop racing formula 1 Michael Schumacher f1 vettel hamilton alonso webber button prost circuit track race season 2011 2012 season brabus custom cars vehicles automobiles motorsport amg sls amg range SLS AMG F1 safety  Road Interior 4MATIC BlueEFFICIENCY Interior Facelift AMG Roadster Daimler AG High-performance coupé 2012 2011 sport driving test speed auto motorsport engineering AMG 6.0 litre V12 biturbo engine Supercar innovation history Advertisting Commercial Ad Luxury Passion Road Interior Road Star Karl Benz Gottlieb Daimler Das Beste Oder Nichts The best or nothing Germany Car Auto Video Movie V8 AMG BlackSeries BRABUS SLS AMG Sportscar Super Sports SLR McLaren roadster tennis champion Roger Federer
5	Objectives		Affective
6	Messages	General Selling Proposition	The best or nothing
		Product Attributes	Speedy, luxury.
		Customer Benefits	Experience the innovation of supercar
		Personal Values	Satisfation, hapiness
7	Message Execution	Description	The speed of Mercedes-Benz SLS AMG Roadster is much faster than the speed of  Roger’s tennis playing, it’s so fast that the tennis ball still remains it’s position on the seat without moving
		Execution Style(s)/ Rhetorical Device(s)	+ Execution Styles : Musical: through the advertisement Mood: The sadness of Roger when playing tennis and the happiness of him when driving supercar + Rhetorical Device: Overstatement ( the tennis ball’s unmoving on the seat when Roger drives so fast )
8	Evaluation		Attractive, surprising