Entry 2 - Hoang Thu Thao

Item1:

Source: http://www.fanta.com/en_US/pages/landing/index.html

Components			Contents
1	Source		Fanta
2	Target Audience		Every viewer
3	Medium (Media)		Interactive advertising
4	Context		This poster is put on the headline of Fanta’s website.
5	Objectives		Affective
6	Messages	General Selling Proposition	Slogan: “More Fanta. Less Serious.”
		Product Attributes	Cooling during the summer, good taste.
		Customer Benefits	Happiness, enjoyment of good taste, fresh and energy
		Personal Values	Pleasure, happiness, excitement.
7	Message Execution	Description	This poster contains two animated characters who seem to enjoy life to the fullest, and they are having a lot of fun with the big smiles. In addition, the slogan “More Fanta. Less Serious.” communicates the idea that Fanta will relax you and let you have fun.
		Execution Style(s)/ Rhetorical Device(s)	Fantasy (Emotional triggers of happy characters and bright colors.) Mood (Happiness of the animated characters) Image (Mascot/ animated characters)
8	Evaluation		Personally, I think this advertisement is effective, meaningful and impressive. Fanta focus not only on the product itself but also on the emotions, so that the customer will be easily convinced.

Item2:

Source: http://www.nike.com/de/de_de/?&ref=

Components			Contents
1	Source		Nike
2	Target Audience		Every viewer
3	Medium (Media)		Interactive advertising
4	Context		This poster is put on the headline of Nike’s website.
5	Objectives		To persuade people to buy one of   the most qualified products on the world.
6	Messages	General Selling Proposition	Slogan: “Super Natural Ride”
		Product Attributes	Give you the best natural feeling when you wear it.
		Customer Benefits	Be natural, relax, confident, comfortable and energetic.
		Personal Values	Fashion, luxury, pleasure, happiness, excitement.
7	Message Execution	Description	Nike presents its new running shoes in the shape of wings, which draw the customers’ attention. The arrangement of these shoes and the fade in the middle create wings – the idea that you can fly high and totally enjoy every moment in life.
		Execution Style(s)/ Rhetorical Device(s)	Fantasy (multi-colored shoes) Image/ Metaphor (The shape of the wings)
8	Evaluation		Personally, I think this advertisement is effective, interesting and impressive. The visual is not only appealing, but attracts attention because people are not sure whether they are looking at wings or shoes or both.

Item3:
Source:  http://www.youtube.com/watch?v=G9XsSTVWv4A

Components			Contents
1	Source		Beeline
2	Target Audience		Every viewer
3	Medium (Media)		TV/Broadcasting advertising
4	Context		July / 2009, Beeline officially launched in Vietnam and the first product is BigZero packages, becoming the 7th mobile network. At that time, Beeline become hotspots of the mobile market by the Big Zero package allows customers to call free net almost completely. Advertising of this package is also a television phenomenon that time.
5	Objectives		To persuade people to use the mobile network.
6	Messages	General Selling Proposition	Slogan: “Big Zero – Nói quên ngày tháng”
		Product Attributes	Give you the satisfaction and enjoyment.
		Customer Benefits	Be satisfied, enjoyable, having fun at low cost.
		Personal Values	Pleasure, happiness, excitement.
7	Message Execution	Description	The video is about the cute ducks singing and dancing fascinating when noting the new about Big Zero packages. At first, a duck receives a call and heard about that new. After that, it is spread out and every ducks know about it. In addition, A cheerful song is given as the musical background of the ad.
		Execution Style(s)/ Rhetorical Device(s)	Fantasy Demonstration Musical Animated product symbol ( cute ducks)
8	Evaluation		Personally, I think this advertisement is effective, interesting and impressive.