Item 1 : Heineken beer
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Components
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Contents
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1
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Source
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Heineken
beer
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2
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Target
Audience
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Everyone
especially men
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3
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Medium
(Media)
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broadcasting
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4
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Context
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2008
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5
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objectives
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affective
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6
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Messages
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General
selling Proportion
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Have
the feeling of great satisfaction
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Production
Attributes
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Good
taste
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Customer
Benefit
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Fresh,
great feeling
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Personal
Values
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Excitement,
happiness sell satisfaction
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7
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Message
Execution
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Description
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A
family are having an excited party with a lot of guests. The wife seems very
happy to have more girl friends come to her house. She shows them around and
introduces them a lot of places. When they enter a room with plenty of beautiful
and fashionable clothes and high heels, they can’t stop shouting in
happiness. Meanwhile, the husband with his friends even shout louder when
they see the room full of Heineken Beer.
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Execution
Styles/
Rhetorical
Devices
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Mood/image,
musical, lifestyle, real/animated product symbols
overstatement
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8
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Evaluation
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Interesting
and attractive
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Item2:Johnson’s baby milk soap
Components
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Contents
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1
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Source
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Johnson’s baby soap
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2
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Target Audience
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Everyone especially new mothers
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3
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Medium (Media)
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broadcasting
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4
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Context
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2011 In India
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5
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Objectives
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affective
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6
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Messages
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General selling Proportion
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Nurture the baby’s soft body and maintain the softness of baby’s skin
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Production Attributes
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Vitamin A, vitamin E, milk
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Customer Benefit
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Skin softness, skin nourishment and skin moisturising for babies, protect babies’ complexion
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Personal Values
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Pleasure, safety, healthy, happiness
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7
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Message
Execution
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Description
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A women brings her baby to the bathroom. Then she lets him sit on a beautiful small bath and takes a bottle of milk lotion. After that she pures the lotion to the baby’s body from his head without worrying that the baby will come to harm, while her baby is playing with excitement. After bathing, the baby’s skin becomes soft and moisture. That brings happiness and satisfaction to the mother.
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Execution
Styles/
Rhetorical Devices
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Mood/image, musical, lifestyle, real/animated product symbols, fantasy
overstatement
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8
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Evaluation
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Interesting and effective
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Item 3: Comfort fabric conditioner
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Components
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Contents
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1
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Source
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Comfort (Unilever)
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2
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Target
Audience
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Everyone
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3
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Medium
(Media)
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broadcasting
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4
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Context
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2009
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5
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objectives
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affective
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6
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Messages
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General
selling Proportion
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Give
consumers the feeling of flexibility and convenient all day
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Production
Attributes
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Long-lasting
freshness, great fragrance
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Customer
Benefit
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Flexibility,
gorgeous smell
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Personal
Values
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Excitement,
pleasure, satisfaction
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7
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Message
Execution
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Description
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A
girl is walking along the street flexibly, does everything she loves and
avoid all the challenges on the road easily while others seem to get into
troubles with their clothes which make them hard to travel.
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Execution
Styles/
Rhetorical
Devices
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Mood/image,
musical, lifestyle, fantasy,
overstatement
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8
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Evaluation
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Interesting
and attractive
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hi Trang. There are my some comments for your entry. Overall, they are quite good because of varieties in kinds of products.However, i think you should notice some bellow points:
ReplyDelete1. you should choose more advertising methods for your entry
2. overall, in my opinion, 1st and 2 nd item, overstatement and fantasy are ot rhetorical
device
that's all my comment. hope you better next time
Hi Hien
DeleteI have read your comment and I think I'm not sure I agree wiht you.
1. i think the 1st and 2rd items use the overstatement, for example, in the 1st item when the woman see the room that full ò shoes, clothes....., they shout aloud, and in the secon item , everyone get such a great trouble when travel like that.
Hi, after reading your entry, I really like it, and rather agree with your opinion. However, there are some points I disagree with you.
ReplyDeletein the second item, "Customer Benifits" is what i want to concern first. I think, this advertisement emphasises the gentlest and mildest care for the babies.
in addition ,i think you should add " the love of mother to her child" to "Personal Values."
and finally, " touching" is completely suitable to discribe the Evaluation the advertisment.
May you revise and get a high mark for your entry.
Dear Trang,
ReplyDeleteI am very interested in your advertisement.Generally, you did a good job. I only want to contribute some little ideas.
For the 1st item, I don't know why you said that production attribute is good taste( what detail says that), and you should mention to the slogan of the beer "serving the planet" in the description.I also suppose that the real/animated product symbol is not the execution style of this ad.
Also, I don't agree with the attributes of Johnson soap. You have to give out its attributes, not its ingredients.
I hope my comments will be useful for you!
Best,
Bùi Thị Xuân Hương
Hello Trang, here are my comments for your entry 2. I hope they are useful for you:
ReplyDelete- First, I have to say that 3 items here are really impressive and interesting. However, from my perspective, your entry should include both broadcast advertising and printed advertising such as poster instead of broadcast advertising only. Besides, you should explain about each excution style or rhetorical device that you gave in each item so that I can understand your point of view.
- About item 1:
+ I think the general selling proportion is “Serving the planet” (you can see it in the advertisement) and the product attribute is “fresh” instead of “good taste” and as you gave.
+ From my viewpoint, the execution styles don’t have “musical” and “real/animated” product because I can’t see them in this advertisement.
- About item 2:
+ Can you tell me more about “symbols”, “fantasy” and “overstatement” that you gave in excution styles/rhetorical devices part?
- About item 3:
+ The general selling proportion here is “makes a good clothes day” (in the advertisement)
On the whole, you did a good job. Thanks for posting this interesting entry. Keep practicing.