Entry 2 - Thach Thanh Tung

ITEM 1: SINGUM DOUBLEMINT

Components			Contents
1	Source		Singum Doublemint
2	Target Audience		Young Adults
3	Medium		Broadcast on TV
4	Context		2009 in Viet Nam
5	Objectives		Persuade people to be fearless
6	Messages	General Selling Proposition	Singum Doublemint brings you more confidence in life
		Product Attributes	Good taste, sweet smelling breath
		Customer Benefits	Confident, pleasure, healthy
		Personal Values	Social acceptance, Wisdom, Self-respect, Happoness, Personal accomplishment
7	Message Execution	Description	A guy meet a celebrity in elevator, he do not know what to say. He tell himself to be confident to talk to her. After eating Doublemint, he finally have a gust to talk to her.
		Execution style(s)/ Rhetorical Device(s)	- Mood/Image: a man is a representative of ordinary people in society. - Musical - Real Product Symbols: the real product appear in the ad
8	Evaluation		Personally: Pretty good, the ad encourage young adults to be fearless and active. Moreover, the song in the ad has became a hit.

ITEM 2 : MALBORO

Components			Contents
1	Source		Malboro ( http://vintage-original-ads.com/Pictures/displayimage.php?pid=433)
2	Target Audience		Male consumers
3	Medium		Printed advertising (magazine or newspaper)
4	Context		In 1985 in the America
5	Objectives		To persuade men to use Marlboro cigarettes(affective dimension)
6	Messages	General Selling Proposition	Men who smoke cigarettes, like Marlboro man, will be rugged, adventurous and independent.
		Product Attributes	The American cigarette with cool or heavy taste
		Customer Benefits	Masculinity
		Personal Values	Pleasure, self-reliance, freedom, virility, independence
7	Message Execution	Description	A rough-looking cowboy accompanies with only a handsome horse and a cigarette on a broad pasture.
		Execution style(s)/ Rhetorical Device(s)	Mood/ Image: the man in the ad is an image of a western cowboy who is brave and persevering. He is a model of all men in the world and also the symbol of the America./  Symbol: the man can invoke the image of the American symbol (cowboy).
8	Evaluation		Great success: bring great profit to the company Background knowledge: make Marlboro become the number one tobacco brand in the world

ITEM 3 : NOKIA – “Will you marry me?”

Components			Contents
1	Source		Nokia
2	Target Audience		Everyone who use mobile phones
3	Medium		Broadcast on TV
4	Context		Finland
5	Objectives		Encourage people use and buy mobile phones from Nokia.
6	Messages	General Selling Proposition	With Nokia mobile phones, you can connect with everyone in any time, any place.
		Product Attributes	Provide services and products which help people keep in touch
		Customer Benefits	Be kept in touch
		Personal Values	Convenient life, Happiness, Security, Personal accomplishment.
7	Message Execution	Description	A man propose his girlfriend when he is far from her. He takes a picture of words in the sentences “Will you marry me” from that place with his Nokia phone.
		Execution style(s)/ Rhetorical Device(s)	- Lifestyle - Musical - Real Product Symbols: the real product appear in the ad - Fantasy
8	Evaluation		Personally: The ad was very classic and touching and I was very impressed. The slogan “Connecting people” go perfectly with the ad in this case.