ENTRY 2
Understanding advertising message
ITEM
1: McDonald Freshness Salad advertisement.
Components
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Contents
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1
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Source
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McDonald
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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
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Printed
advertising (Poster)
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4
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Context
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This advertisement was
placed in Haidhausen district of Munich at a very popular spot at Wiener
Platz, which was chosen accurately as it was very famous for the food market
in 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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Message
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General selling
proposition
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McDonald salad
will always give taster freshness exactly like when they enjoy true fruits.
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Product attributes
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Freshness, variety
of fruits and vegetables.
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Customer benefits
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Healthy, good
taste
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Personal values
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Health
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7
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Message execution
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Discription
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The advertisement poster
that appears to be a fresh vegetables salad and condensation turns the bus
shelter into a section of a refrigerator with letter “M” as the sysbol of
McDonald.
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Execution styles/
Rhetorical devices
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Life style
Image
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8
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Evaluation
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Creative ad.
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ITEM
2:Marlboro advertisement.
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Components
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Contents
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||
|
1
|
Source
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Marlboro
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|
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2
|
Target audience
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Everyone
|
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3
|
Medium
|
Printed
advertising (Poster)
|
|
|
4
|
Context
|
This advertisement was made
in Richmond, Virginia, from a new Philip Morrus recipe.
|
|
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5
|
Objectives
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Affective
|
|
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6
|
Message
|
General selling
proposition
|
New filter cigarette
from Phillip Morris with pure flavor will make you stylish just like a
cowboy, manly and attractive
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Product attributes
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New, small,
stylish
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Customer benefits
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Hard taste
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Personal values
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Masculinity
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7
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Message execution
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Discription
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The advertisement is a
portrait of a cowboy who is smoking and contemplating. He looks manly and
attractive.
Below his portrait is
Malboro brand name and the caption of its features as well as basic
information of manufacturer.
Especially, the sentence “the
filter doesn’t get between you and the flavor”
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Execution styles/
Rhetorical devices
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Life style
Image
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8
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Evaluation
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Attractive advertisement.
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ITEM
3: Apple Iphone advertisement.
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Components
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Contents
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||
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1
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Source
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Apple
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|
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2
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Target audience
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Everyone
|
|
|
3
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Medium
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Interactive
advertising
|
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4
|
Context
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2013, when Apple lauchs its
new product, Iphone 5 in an extremely competitive market.
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5
|
Objectives
|
Affective
|
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|
6
|
Message
|
General selling
proposition
|
When you use
Iphone, you are not only using a mobile phone but also many things elde it
has.
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Product attributes
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Slim body, long
battery life, various applications, stylish shape, high quality screen.
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Portable,
convenient for entertainment
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Personal values
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Comfortable life,
happiness, personal accomplishment, social acceptance
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7
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Message execution
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Discription
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The advertisement includes
some small parts with images. Several first parts introduce Iphone’s
application and its recognition to people ingeneral. Then, each part talks about a value Iphone bring
to users:
1. Very slim body
2. Retina display
3. Great battery life
4. A6 chip
5. Ultrafast wireless
and LTE
6. Most popular
camera.
7. Most advanced operating
system
8. Siri
9. iCloud
10. Support from real people.
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Execution styles/
Rhetorical devices
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Life style
Image
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8
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Evaluation
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Good adverstisement
to encourage their campaign “why Iphone”.
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Hi Nguyet,
ReplyDeleteI very like you 3 items because they are interesting and attractive. you analysed them in detail and did them very well. however, I want you consider some things:
- items 1: I don't see McDonald salad has good taste through poster.
- for each execution styles/rhetorical devices, you should explain and add more the reasons why you think that.
I hope that my comments is useful for you to improve your items. thank you for your reading.