Entry 2_Bui Ngoc Bao
Item 1: Clear
Men
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Components
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Contents
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1.
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Source
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Unilever
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2.
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Target audience
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Men
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3.
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Medium (Media)
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Broadcast (Television)
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4.
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Context
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F1 race
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5.
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Objectives
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To persuade men to use new clear
men shampoo-Clear Cool Sport
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6.
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Message
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General Selling Proposition
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Clear Men will protect people in
any condition and make you feel comfortable.
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Product Attributes
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Active
menthol not only gets rid of dandruff
but also cools hair skin
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Customer Benefits
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Healthy and strong hair,
comfortable
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Personal Values
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Comfortable life,
self-confidence, excitement , sexual attraction
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7.
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Message Execution
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Description
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In the extreme conditions of an F1 race,
every single part of the F1 car needs to be in peak condition, especially the
driver. This is demonstrated by a dramatization of the Lotus F1 car breaking
apart into thousands of pieces, revealing the driver and his scalp. To
achieve peak performance, use CLEAR MEN. It is engineered to protect the
scalp for maximum dandruff protection even in race conditions.
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Execution Styles(s)
Rhetorical Devices(s)
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Image, musical, real
product symbol
Overstatement, metaphor
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8.
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Evaluation
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Personally: exciting, good
impression
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Item 2: X Men
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Components
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Contents
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1
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Source
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ICP Corporation ( International Consumer Products)
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2
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Target Audience
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Men
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3
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Medium( Media)
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Broadcast (TV)
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4
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Context
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In the 2000’s
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5
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Objectives
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Introduce the product and create the demand of using
shampoo for men(cognitive, affective)
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6
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Message
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General selling Proposition
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You will become a real man if you use X-men
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Product attributes
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Original , noble perfumes
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Customer benefits
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Dandruff treatment,
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Personal values
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Pleasure, Cheerful, social acceptance, self- fulfillment,
sexual attraction, wisdom.
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7
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Message execution
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Description
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At the beginning, there is a man shampooing and using
X-man then he picks a girl at the airport. When he goes to there, she is
being chased by a gang. The man is unhesitated to rush in a danger to save
the girl. In the end, he rescued her from pursuing.
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Execution style(s)
Rhetorical device(s)
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Image of a man who attract women: brave, intelligent,
handsome, willing to save other.
Overstatement: Ability and strength of the man
Lifestyle
Product symbol
Musical
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8
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Evaluation
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Good expression
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Item 3:
Singum Doublemint
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Components
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Contents
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1
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Source
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Extra-Doublemint
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2
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Target
Audience
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Youngster
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3
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Medium
(Media)
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Broadcast
(TV)
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4
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Context
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2009
in
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5
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Objectives
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Raising
liking and conviction,( Affective)
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6
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Messages
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General
Selling Proposition
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Singum
Doublemint bring you more confidence in life.
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Product
Attributes
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Good
taste, sweet-smelling breath
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Customer
Benefits
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Confident,
pleasure, healthy
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Personal
Values
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Social
acceptance, Wisdom, Self-respect, Cheerful, Personal accomplishment.
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7
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Message Execution
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Description
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A man
meet a celebrity (Ngo Thanh Van) in elevator. he do not know what to say. He
told himself to be confident to talk to her. After eating Doublemint, he
finally have a gust to talk to her. They seem to be very cheerful.
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Execution
style(s)
rhetorical
device(s)
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-Image of a man who is a
representative of ordinary people in society.
- Musical
- Real Product Symbols |
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8
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Evaluation
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Personally:
- Pretty good, the ad encourage young adults to be fearless and active.
- The song in the ad has became a hit. |
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Dear Bao, after reading your entry i have some comments for you. overall, your entry is good and the advertisements u chose are interesting.
ReplyDeleteItem 1: i agree with all you wrote about Clear men advertisement.
Item 2: I'm not so sure that "noble perfumes" should be in the product attributes, because i don't see anything related to the good fragrance in the advertisement. And regarding customer benefits, i think u should add "make users feel confident" because i can refer from the advertisement that the shampoo really helps the man to be stronger and more confident.
Item 3: In this item, i think you should notice that we are not sure about where the chewing gum is healthy for us. So about customers benefit, i think u should write it "confidence and pleasure" (parallel structure)
Thank you for reading my comments. Well done!
Dear Bao,
ReplyDeleteAfter reading your entry, I think that overall, it is really good and interesting. And I have some following comments that you should consider.
In the item 1, from watching the advertisement, I can see that Clear Men protects men’ hair and scalp even in race condition, not protect people, right? And I still can’t understand the metaphor here, could you give me more details about it? For the second item, I feel that men can also gain power and confident when using this product. And at last, in my opinion, the execution style here is life style. Hope that my thoughts are useful for you.
In all, you've done a good job! congrats!
Best,
hoangtrang
Hi Bao! After reading three items in your entry 2, I have some comments for you:
ReplyDelete- All items you chose are really interesting. However, in my opinion, your entry should consist of both broadcast advertising and printed advertising such as poster, etc.
- You should explain more about the execution styles and rhetorical devices that you gave in each item so that I can understand your choice.
- In the first item:
+ From my perspective, the objective should be: Affective.
+ I think, in personal values, there is no excitement here because I can’t see it in this advertisement.
+ In rhetorical devices, you gave “metaphor”. Can you explain it for me?
- In the second item: In my opinion, personal values don’t have social acceptance and self-fulfillment
- In the last item:
+ I think, target audience is every viewer.
+ There are some execution styles in this advertisement that I still find: Fantasy and humorous.
On the whole, you did a good job. Keep practicing. Hope that you can do better in the next entries.