Entry 2_Đinh Thị Vân Anh_E12

ENTRY 2

Item 1: Vinamilk commercial

Source: http://www.youtube.com/watch?v=Z4hzfTojm-I

Components			Contents
1	Source		Vinamilk Vietnam
2	Target Audience		Every viewer especially focusing on children.
3	Medium (Media)		TV – Broadcast advertising
4	Context		2012 in Viet Nam
5	Objectives		Affective
6	Messages	General Selling Proposition	Vinamilk has the suitable and safe ingredient for Vietnamese children, so that they can develop fully. Children will be more intelligent, taller and enhance their eyesight.
		Product Attributes	Good taste Supplement of nutrient
		Customer Benefits	Healthy
		Personal Values	Pleasure, happiness, excitement, happy healthy life, self-confidence, self-fulfillment
7	Message Execution	Description	The advertisement begins with a cow which selling glass and shoes with high…for 3 little cows. However, both of them don’t need any things to help their eyes become brighter and they become taller. Because they drink 3 cup of Vinamilk with more vitamins and nutrients every day. Therefore, at the end of the advertisement, the seller has to close his shop which sells glasses and …. Finally, he decides to sell Vinamilk to earn more money.   A cheerful song is given as the musical background of the ad and 3 happy cows dance and sing under it. The slogan: “mắt sáng, dáng cao”
		Execution Style(s)/ Rhetorical Device(s)	Demonstration Humorous Fantasy Animated product symbol ( happy cows) Musical Real Product Symbols: the image of the product appears in the video clip to advertise
8	Evaluation		Effective, impressive and interesting.

Item 2: Coca-cola commercial

Source: http://www.youtube.com/watch?v=_Azrgloa5wY

Components			Contents
1	Source		Coca-cola
2	Target Audience		Every viewers
3	Medium (Media)		TV – Broadcast advertising
4	Context		1950s in United States. It is the first commercial of Coca-cola
5	Objectives		Affective
6	Messages	General Selling Proposition	The new feeling of refreshing, cooling.  It’s is real things.
		Product Attributes	Good taste
		Customer Benefits	Give customer a new tastes and new feelings. Happiness
		Personal Values	Pleasure, happiness, excitement.
7	Message Execution	Description	At the beginning of this ad, it shows the slogan: “ King size Coca-cola gives you the refreshing new feeling.”  Then many couples dancing under the happy music background. They seem to be really excited when drinking Coca-cola with bigger size than before: the King size.
		Execution Style(s)/ Rhetorical Device(s)	Fantasy Musical Real Product Symbols: the image of the product appears in the video clip to advertise
8	Evaluation		Effective, impressive and interesting.

Item 3: Doublemint commercial

Source: http://www.youtube.com/watch?v=enJbXlb4zqo

Components			Contents
1	Source		Wrigley Doublemint
2	Target Audience		Every viewer especially the young.
3	Medium (Media)		TV – Broadcast advertising
4	Context		2008 in United State.
5	Objectives		Affective
6	Messages	General Selling Proposition	This product has a new appearance with slim pack. It can go with you everywhere.
		Product Attributes	Fresh, cool.
		Customer Benefits	Good breath, white teeth,
		Personal Values	Self-fulfillment, pleasure, freedom, convenience with slim pack.
7	Message Execution	Description	The advertisement uses a celebrity: Chris Brown who is a famous pop star in US to show the product. From the beginning to the end, he dances under his song: “Forever”. When looking Chris, he is really comfortable and free to dance. It’s so cool.
		Execution Style(s)/ Rhetorical Device(s)	Fantasy Musical Real Product Symbols: the image of the product appears in the video clip to advertise
8	Evaluation		Effective, impressive and interesting.