ENTRY 2 VU THI THUY

ENTRY 2: Vu Thi Thuy

Entry 2: Understanding advertising messages

Item1: skyy vodka advertisement

                               

Components			Contents
1	Source			skyy vodka
2	Target Audience			young men
3	Medium			Printed advertising
4	Context			2007, The Antagonist campaign
5	Objectives			Affective
6	Messages	General Selling Proposition		The Antagonist
		Product Attributes		the sexual benefits of drinking Skyy Vodka,
		Customer benefits		stresses his wealth and position in society
		Personal values		Pleasure, excitement, power
7	Message executin	Description		he drapes are for now pushed aside while a woman, perhaps in her 20s, stands straddling a man, with an indefinable age, sitting in a 60s-style chair with only his legs and forearm visible.  The man holds a martini and the woman holds a drink mixer while seductively looking into the hidden face of the mystery man.  The man is wearing a business suit and the woman wears the clichéd “little black dress” paired with studded black heels, The man’s hidden face is a significant statement to his power.
		Execution style Rhetorical device		sexual fantasies, image, colour
8	Evalution			Good expression

Item 2: “Axe” advertisement

Components			Contents
1	Source			the British–Dutch company Unilever
2	Target Audience			Young men
3	Medium			Printed advertising
4	Context			unknown
5	Objectives			affective
6	Messages	General Selling Proposition		“Part Good. Part Bad. That’s Man’s Essence
		Product Attributes		Good smell in body
		Customer benefits		Men will feel better about their self image, have better relationships, appear to be more successful in life,
		Personal values		More happy and content
7	Message execution	Description		Pictured in the ad is an assumed couple walking down a sidewalk with window displays to their right. In one of these window displays, the man’s lower body is staring at a female mannequin laced in lingerie, while his upper half continues walking with his girlfriend. The text in the bottom right corner of the ad reads: “Part Good. Part Bad. That’s Man’s Essence.”
		Execution style Rhetorical device		an ideological “looking glass” advertisement, cultural factor, image, sexual fantacies
8	Evalution			Good expression

Item 3:    the luxurious fitness brand Equinox advertisement

Components			Contents
1	Source			the luxurious fitness brand Equinox.
2	Target Audience			Young women
3	Medium			Printed advertisement
4	Context			Unknown
5	Objectives			affective
6	Messages	General Selling Proposition		It is not fitness. It is life
		Product Attributes		Good fitness program.
		Customer benefits		Stronger, stay in shape
		Personal values		Pleasure, happiness
7	Message execution	Description		Two woman are looking each other in the eyes, the girl on the right would represent her wild self, her impulsive side, with dyed hair, red lipstick, a tattoo and some jewelry and arm wrestling in between biscuits, a big golden cake and macarons. While they arm wrestle with their right hands, they hold each others left hand.
		Execution style Rhetorical device		Image, colour, metephor
8	Evalution			Good expression