Entry 2 _ Hoang Thi Bich Hong

ENTRY 2

Understanding advertising messages

ITEM 1: “Vinamilk” advertisement 

Component			Content
1	Source		Vinamilk company
2	Target Audience		The children
3	Medium (Media)		Broadcast on TV
4	Context		in 2012, publish milk fund “Vươn cao Việt Nam” for the poor children in Vietnam.
5	Objectives		Affective
6	Messages	General selling proposition	“Vươn cao Việt Nam”. it contains 100% fresh milk and helps everyone have bright eyes and tall of staure
		Product attributes	Vitamins: A, D3, canxi, etc.
		Customer benefits	enhanced sexual ability, bright eyes, tall of stature, adding energy.
		Personal value	pleasure, happiness, wisdom
7	Message execution	Description	A at the beginning, a cow is selling on wagon. There are many calves on the roadside singing an interesting song. Then a calf drinks a cup of vinamilk deliciously. The calves are next to box of vinamilk and hold broads written “vitamin A, D3, canxi”. At the end of the clip, there is a word “Vinamilk” in front of sentence “Vương cao Việt Nam”
		Execution style(s) Rhetorical devices(s)	Musical: lively sound, funny lyrics Image: beautiful cow and calves, colorful scene.
8	Evaluation		Make customers interested. It is useful to attract them and helps them know more about information of vinamilk milk

http://www.youtube.com/watch?feature=player_embedded&v=8EUmtUZD6uk

 ITEM 2: "Cadbury Diairy Milk" advertisement

Component			Content
1	Source		Cadbury Diary Milk of The Hershey Company
2	Target Audience		Every viewers
3	Medium (Media)		Broadcast on TV
4	Context		In 2007,  Cadbury launched a new advertising campaign entitled gorilla
5	Objectives		Affective
6	Messages	General selling proposition	A glass and a half full of joy
		Product attributes	relate the joy of playing drums to that of eating a chocolate bar
		Customer benefits	Good taste
		Personal value	Pleasure, relax, Self-fulfillment
7	Message execution	Description	The clip begins with sentence “a glass ang a half full production”. The next, a gorilla appears at a drum kit. After enjoying something, he drums along to the Phil Collins song "In the Air Tonight" passionately. At the end of clip, a purple Cadbury Dairy Milk appears with a sentence “a glass and a half full of joy”
		Execution style(s) Rhetorical devices(s)	Image: talent gorilla Musical Lifestyle: enjoy music style
8	Evaluation		Make a strong impression for viewers. It has a large effect to express emotion deeply

http://www.youtube.com/watch?v=srvoC3iqGNo

 ITEM 3: "New Lynx Dark Tempation Chocolate" perfume advertising

Component			Content
1	Source		New Lynx Dark Tempation Chocolate
2	Target Audience		Every viewers
3	Medium (Media)		Broadcast on TV
4	Context		a unique and interesting advertising campaign in November 2007
5	Objectives		Affective
6	Messages	General selling proposition	New Lynx Dark Tempation perfume has so sexy fragrant that women can't irresistible.
		Product attributes	interesting smelling fragrance lasts many hours without losing, lasting many hours without losing
		Customer benefits	make everyone sexy and attractive
		Personal value	excitement, pleasure and enjoyment.
7	Message execution	Description	At the beginning of the clip, no sooner is a man wearing AXE perfume than he has covered with chocolate. He is walking on the stress. There are many women who are attracted by him. After that, the sentence “tan irresistible como el chocolate Nuevo AXE” appears, adding the image of AXE perfume bottle. The end of clip is a bid white word.
		Execution style(s) Rhetorical devices(s)	Musical Mood: both women and man are enjoyed with the fragrant of perfume. Fantasy: the man can give some parts of his body to everyone without feeling pain. then, he himself healed his wounds without using any tools.
8	Evaluation		the clip is very interesting. it makes people enjoyed.

http://www.youtube.com/watch?v=8ftFFJphTZY