Entry 2- Đinh Thị Ngọc Chi

http://www.youtube.com/watch?v=Lc6U7_-BeGc

Components			Contents
1	Source		Guinness beer
2	Target Audience		All men
3	Medium (Media)		TV – Broadcast advertising
4	Context		The advertisement, called as noitulovE, which is which is "Evolution" backwards, was broadcasted in October 2005
5	Objectives		Affective
6	Messages	General Selling Proposition	The beer is so good that people are willing to wait for a long time to enjoy it.
		Product Attributes	Good taste.
		Customer Benefits	Satisfaction to enjoy the good taste
		Personal Values	Pleasure
7	Message Execution	Description	Three men drink a pint of Guinness, then begin to both walk and evolve backward. Their 'reverse evolution' passes through an ancient homo sapiens, a monkey, a flying lemur, a pangolin, an ichthyosaur and a velociraptor until finally settling on a mud skipper drinking dirty water, which then expresses its disgust at the taste of the stuff, followed by the line "Good Things Come To Those Who Wait".
		Execution Style(s)/ Rhetorical Device(s)	Music: fast music together with a fast reverse evolution. Metaphor in the message at the end of advertisement:  good thing ~ the beer
8	Evaluation		From my perspective, this advertisement is very impressive and meaningful. It was the most-awarded commercial worldwide in 2006

http://www.youtube.com/watch?v=DV6X7POhdoo

Components			Contents
1	Source		Toyota
2	Target Audience		Every viewer
3	Medium (Media)		TV – Broadcast advertising
4	Context		Unknown
5	Objectives		Affective
6	Messages	General Selling Proposition	It’s such a desired car that people can do whatever they can to own it.
		Product Attributes	Modern look.
		Customer Benefits	Satisfaction to enjoy driving the car
		Personal Values	Pleasure, self fulfillment
7	Message Execution	Description	The couple wake up in the morning and they try to finish their preparations as fast as possible to reach the car first and use it. So they place many traps around the house and play bad tricks on each other. At last the husband manages to use the car first and drives away but the wife, who escapes from the trick to blow the house off, tries to follow the husband by crawling on the top of the car. At the end of the commercial there’s a slogan :” A car to make your own”
		Execution Style(s)/ Rhetorical Device(s)	Musical:  “So happy together” song Mood/Image: the fight between husband and wife for using the car ~ people try to do whatever to own and use the car.
8	Evaluation		Personally, I think this advertisement is effective, funny and impressive.

http://www.youtube.com/watch?v=TeNQ5oT5rOg

Components			Contents
1	Source		Cow’s milk
2	Target Audience		Every viewer
3	Medium (Media)		TV – Broadcast advertising
4	Context		The commercial is of “Got milk?”- an American advertising campaign to encourage the consumption of cow's milk, which was created by the advertising agency Goodby Silverstein & Partners for the California Milk Processor Board in 1993
5	Objectives		Affective
6	Messages	General Selling Proposition	People, especially kids should drink milk everyday or they will have weak bones.
		Product Attributes	high amount of calcium to strengthen bones.
		Customer Benefits	Good health ( strong bones)
		Personal Values	Healthy life, self fulfilment
7	Message Execution	Description	The mother tries to persuade her 2 kids to drink up all the milk but they don’t care to drink and say that milk is for babies. The mother says milk is good for strong bones. The kids took the neighbour as an example of someone who never drinks milk and they all look at him when he lifts something heavy and breaks his arms. The kids scream out loud and both of them, together with the mother, hurry to drink up the milk as fast as possible. The slogan is “Got milk?” to ask viewer if they do drink milk every day and warn them to drink milk more after seeing the man breaking his arms because he never drinks milk
		Execution Style(s)/ Rhetorical Device(s)	Mood (Frightened kinds and mother to see the man broke his arms because he doesn’t drink milk) Image (The man who broke his arms)
8	Evaluation		Personally, I think this advertisement is quite scary but very impressive and effective.