Entry 2_Nguyễn Thị Nụ

Entry 2: Analysing Advertisements

Item 1: Lego Ads: Shadows

Source: http://creativecriminals.com/print/lego-shadow/

Components			Contents
1	Source		Lego
2	Target Audience		Parents
3	Medium		Printed ads
4	Context		Unknown
5	Objectives		Encourage people to buy and play Lego.
6	Message	General selling proposition	When playing with the very simple Lego's blocks, your creative and imaginative possibilities are endless.
		Product attributes	Simple blocks bring various ways of creating shapes.
		Customer benefits	Lego's simple blocks can help you develope your creative ability.It reminds viewers that it is our imagination that keeps Lego blocks alive, and that we are capable of building anything.
		Personal values	Excitement, Wisdom, Pleasure, Fun, Self-respect.
7	Message execution	Description	The 2 Lego's blocks are combined in a simple way. However, their shadows show the shape of a plane.
		Execution style(s)/Rhetorical device(s)	- Execution style: Image.  - Rhetorical devices: Symbolization (the blue background refers to the sky, where the airplane flies; and also refers to freedom)
8	Evaluation		The poster is so simple but meaningful. Everyone who sees this poster has to imaginen what these simple block formations mean. Using the shadows creatively like that, Lego wants to tell customers that Lego can bring them a way to sastify and develop their imagination and creation. You are free to make new things with Lego blocks based on you creative and imaginative possibilities.

More poster in this campaign: here

Item 2: Nescafé Poster

Source: http://adsoftheworld.com/media/print/nescafe_zzzzz

Components			Contents
1	Source		Nescafé
2	Target Audience		Coffee drinkers
3	Medium		Printed ads
4	Context		Unknown
5	Objectives		To advertise the waking effect of Nescafe
6	Message	General selling proposition	Nescafé helps people feel completely awake when they wake up.
		Product attributes	Nescafé makes you feel awake, and no more sleepy feeling when you wake up.
		Customer benefits	It helps you to get rid of the half-asleep state when you wake up. You may feel more comfortable.
		Personal values	Comfortable life.
7	Message execution	Description	The poster shows lines of ‘Z’ to signify sleep; and in the last line ‘Z’ starts straightening to form ‘N’, which stands for ‘Nescafe’.The stand-up action symbolizes the wake up action.
		Execution style(s)/Rhetorical device(s)	- Execution style: Image. - Rhetorical devices: Overstatement, Symbolization.
8	Evaluation		The poster transfers the message in a very consise way. It's simple, but very creative and striking. An impressive poster.

Item 3: Coca-Cola Commercial

Soruce: http://www.youtube.com/watch?v=fCGRSQXLTaQ

                                 

Components			Contents
1	Source		Coca-Cola
2	Target Audience		Everyone
3	Medium		Broadcasting
4	Context		The Coca Cola Heist spot was developed as part of the Open Happiness campaign at Wieden+Kennedy, Portland.
5	Objectives		To show people the good taste and the attraction of Coca-Cola to everyone.
6	Message	General selling proposition	Coca-cola has a special attraction that no one can resist, even the animal or the insect.
		Product attributes	A popular soft drink with a good taste.
		Customer benefits	When drinking Coca-Cola, customers can feel refresh, cheerful and comfortable.
		Personal values	Comfortable life, Excitement, Pleasure.
7	Message execution	Description	A young man is sleeping in a beautiful and peaceful place with a Coca-Cola bottle next to him. A well-coordinated team of bugs steals his Coca-Cola.  When they try to open it, the young man hears the noise, wakes up and intends to take the Coca-Cola to drink, then be so surprised because it is the fake one made by so many butterflies. In another place, the bugs are enjoying his Coca-Cola and even cheer with others.
		Execution style(s)/Rhetorical device(s)	- Execution style: + Mood (the exciting mood of bugs) + Musical (Song "Peter and the Wolf") + Humorous (the actions of the bugs, the reaction of the man when he find out that his Coca-Cola is stolen). + Animated characters. - Rhetorical devices: Overstatement,
8	Evaluation		The commercial is very creative, funny and interesting. It can attracts and impress people. This ads won the 2009 Emmy Award for outstanding commercial at the Creative Arts Emmy Awards.

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