ENTRY
2: Vu Thi Gam
Understanding
advertising messages
ITEM
1:
Coca cola advertisement
Source: http://www.resourcesforlife.com/docs/item1993
|
Components
|
Contents
|
||
|
1
|
Source
|
Coca cola
|
|
|
2
|
Target audience
|
Everyone
|
|
|
3
|
Medium ( media)
|
Printed media
|
|
|
4
|
Context
|
In 2009, “ Give a little love”
campaign
|
|
|
5
|
Objectives
|
Affective
|
|
|
6
|
Message
|
General selling proposition
|
If you drink coke, you will have an
unlimited inspiration and receive a little love
|
|
Product attributes
|
Good taste
|
||
|
Customer benefits
|
Enjoyment of good taste
|
||
|
Personal values
|
Excitement , pleasure, give love and
make inspirational
|
||
|
7
|
Message execution
|
Description
|
In a festival, all people dance, sing
and drink coke. They are very happy and excited. The horses also want to jump
up because of their overflowing pleasure
|
|
Execution style(s)
Rhetorical device(s)
|
Mood/ image
fantasy
|
||
|
8
|
Evaluation
|
This advertisement makes me enjoyable
|
|
ITEM
2:
“ fresh vinamilk” advertisement
Source:
http://www.youtube.com/watch?v=zeMyG12HW3w
|
Components
|
Contents
|
||
|
1
|
Source
|
Vinamilk
|
|
|
2
|
Target audience
|
Every viewer
|
|
|
3
|
Medium ( media)
|
Broadcasting/TV
|
|
|
4
|
Context
|
Unknown
|
|
|
5
|
Objectives
|
Affective
|
|
|
6
|
Message
|
General selling proposition
|
If you drink fresh milk, you will have
a tall and healthy body
|
|
Product attributes
|
Fresh/ nutritious milk
|
||
|
Customer benefits
|
growing comprehensive in both
mentality and physicality
|
||
|
Personal values
|
Excitement , pleasure and self-
fulfilment
|
||
|
7
|
Message execution
|
Description
|
First, a milk cow advertises glasses
and high- heeled shoes in a farm. However, now this is unaccepted as with 3
cups of milk, the herd of milk cows have a totally tall and healthy body and no
longer need to buy those.
|
|
Execution style(s)
Rhetorical device(s)
|
Mood/ image
musical
Fantasy
Humorous
Metaphor
|
||
|
8
|
Evaluation
|
This advertisement is very funny and
convincing
|
|
ITEM
3: “samsung Galaxy S II”
advertisement
Source : http://www.youtube.com/watch?v=qcM9YGzCHA0
|
Components
|
Contents
|
||
|
1
|
Source
|
Samsung
|
|
|
2
|
Target audience
|
Every viewer
|
|
|
3
|
Medium ( media)
|
Broadcasting/ TV
|
|
|
4
|
Context
|
Unclear
|
|
|
5
|
Objectives
|
Affective
|
|
|
6
|
Message
|
General selling proposition
|
If you own a Samsung Galaxy S II,
everything become easier and faster
|
|
Product attributes
|
Slim design, multi-tasking and quick
Internet access
|
||
|
Customer benefits
|
Making people become higher class and
stylish
|
||
|
Personal values
|
High- class
Wisdom
Comfortable
Enjoyable
|
||
|
7
|
Message execution
|
Description
|
The husband wakes up and realizes that
he forgets preparing something for an important anniversary. Thanks to some
special features of his smart phone ( Samsung galaxy S II): lively map, quick
internet access…, it is easy for him to find the store , place
orders…Therefore, the anniversary is well-prepared, which makes his wife very
surprised and happy
|
|
Execution style(s)
Rhetorical device(s)
|
Mood/ image
Musical
Fantasy
|
||
|
8
|
Evaluation
|
This advertisement is really
impressing. It makes me enjoyable
|
|
This comment has been removed by the author.
ReplyDeletehi Gam. There are my some comments for your entry. Overall, they are quite good because of varieties in kinds of products,and advertising methods.However, i think you should notice some bellow points:
ReplyDelete1. 1st item:Fantasy is not a rhetorical device in the picture.this picture didn't make me feel the effect of the drink on people and the image of it was not clear.
2. 2nd item is quite good because it conveyed the message of the ads in direct way through the lyric of cows singing.
3. 3rd item:i think the customer benefits are not Making people become higher class and stylish as you said.
that's all my comment. hope you better next time
Hello, Gam.I've already read your entry and I have some comment for you:
ReplyDelete-I think you should explain more detail about execution style in each item. I find it quite difficult to understand
-In item 1, could you explain more about "give love" in personal values
-in item 3, I don't think fantasy is one of its execution style
In general, your entry is well-done. Try better!
Commented by Hoang Thi Thuy
hi Gam,
ReplyDeleteHere are my comment for your entry 2.
1st item, i am not sure it give love when you drink coke.you need to explain about this item more.
i like 2nd and 3rd item. it is quite funny.in the item 2,General selling proposition has a tall and healthy body. beside it has a bright eyes.
comment by lan.
hi Gam,
ReplyDeletehere are some comments after watching your entry
i am absolutely attracted by item 2. i think that this advertisement does not mention about "Fresh vinamilk". moreover, in my opinion, the General selling proposition mentions that if you drink three cups of vinamilk everyday, you will develope the ideal height and bring sparking eyes.
commented by Bui Thi Loan
Hi Gam! After reading three items in your entry 2, I have some comments for you. I hope that they will be useful for you.
ReplyDelete- All items you chose are really interesting. However, in my opinion, you should explain more about the execution styles and rhetorical devices that you gave in each item so that I can understand your choice.
- About item 1:
+ From my perspective, in this advertisement, I can’t see that product attributes have “good taste” here. Therefore the customer benefits can’t have “Enjoyment of good taste”
+ Can you explain about “give love and make inspirational” in personal values?
- About item 2:
+ In my opinion, personal values still have “happiness”
+ Can you tell me more about the “metaphor” in this advertisement?
- About item 3:
+ You gave “making people become higher class” in customer benefits, however I think it’s not right because it isn’t indicated in this advertisement.
In general, you did a good job. Keep practicing. I hope that you can do better in the next entries.