Entry 2_Nguyen Thi
Thoan_11e12
Entry 2
Item 1: Adidas poster
Source: http://qsketches.blogspot.com/2012/05/adidas-adizero-30.html
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Components
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Contents
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1.
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Source
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Adidas
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2.
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Target Audience
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Young people
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3.
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Medium (Media)
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Poster (printed advertising)
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4.
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Context
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From 1967
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5.
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Objectives
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To persuade people to buy one of the most qualified products on the world.
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6.
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Messages
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General selling proposition
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Adidas is a famous sportswear brand on the world with
good quality materials and wide range of products around mostly kind of
sports.
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Product attributes
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Give you the best feeling when acting.
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Customer benefits
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Be more confident
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Personal values
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Fashion, luxury, pleasure, happiness, excitement
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7.
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Message execution
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Description
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The logo is very complicated. There is a pair of red
shoes. The shoe soles stand against to each other and look they like a head
of a gaur. It seems to be very strong with smoke breath of the gaur
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Execution style(s)/
Rhetorical device(s)
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Rhetorical device(s): overstatement, symbol, metaphor.
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8.
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Evaluation
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This poster is very impressive and eye-catching
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Item 2: Heineken beer advertisement
Source: http://www.youtube.com/watch?v=F20gaPLzWVY
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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
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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 on TV
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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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Help you to understand how the positive addiction in beer
of a men is.
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6.
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Messages
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General selling proposition
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Heineken beer is the most
successful beer brand and becomes the symbol of beer industry on the world. Their
product is brewed in a 100% natural process with good quality ingredients and
has typical taste.
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Product attributes
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Persuade people to drink Heineken, especially men.
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Customer benefits
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Feel cool, fresh and energetic.
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Personal values
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Happiness, excitement, fresh.
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7.
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Message execution
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Description
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There is a young men in a luxurious restaurant. He is
trying to find something in the ice barrel. After two wrong times, he is
satisfied by a can of Heineken beer. He must stand the cold and overcome the
pain barrier only because of his favorite drink. And then, he comes to his
friends, whose hands are still thrilled due to the same action as he does.
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Execution style(s)/
Rhetorical device(s)
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Humorous
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8.
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Evaluation
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Personally, I think this advertising is very effective,
funny and impressive
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Item 3: Nike advertisement “Write The Future”
Source: http://www.youtube.com/watch?v=lSggaxXUS8k
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Components
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Contents
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1.
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Source
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Nike
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2.
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Target Audience
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Young people (especially young men)
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3.
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Medium (Media)
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Broadcast on TV
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4.
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Context
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World Cup 2010
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5.
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Objectives
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Help people to know the fame of Nike and buy their product.
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6.
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Messages
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General selling proposition
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Help you understand that one moment in one minute
sometimes is an important breakthrough of
a person’s life.
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Product attributes
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It is suitable and convenient for everyone both active and
inactive.
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Customer benefits
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Be convenient and confident.
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Personal values
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Pleasure, happiness, convenience.
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7.
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Message execution
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Description
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Cristiano Ronaldo, Wayne Rooney, Fabio Canavaro,
Ronaldinho… are main players. In each context of each football player, there
is a contrast scenes in their life in the future when they win and lose. The commercial's theme is that a football star can obtain
an incredible amount of fame by scoring a goal.
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Execution style(s)/
Rhetorical device(s)
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Image (football stars)
Music (fun, sometimes nervous)
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8.
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Evaluation
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This advertisement is very impressive and meaningful.
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Hello Thoan! Here are my comments for your entry 2:
ReplyDelete- Item 1: From my perspective, the general selling proposition should be “Release the bull”. You can see it in the poster. Besides, you should explain why you said that customer benefit is “be more confident”. I think it’s not true because I can’t know it by seeing this poster.
- Item 2: This advertisement is so interesting. I really like it. However, in my opinion, the objective is affective and the general selling proposition is “Never settle for less”. There is one more execution style in this item: Musical. Besides, the product attribute that you wrote is wrong. It can’t be “Persuade people to drink Heineken, especially men”.
- Item 3: I think, the objective is affective and the general selling proposition is “Write the future”.
On the whole, thanks for posting interesting items and keep practicing.
Hi Thoan,
ReplyDeleteYou have a good preparation for this entry. I'm very honorable to give some comments for you.
- Item 1: Through the poster, it is very difficult to know its context as you gave out. You said " give you the best feeling" is the product attribute while I think it should be customer benefits.Moreover, the description will be more detailed if you describe its logo and slogan.
- Item 2: In my opinion, " Persuade people to drink Heineken, especially men" is the objective not the attribute as you said. Moreover, musical is also its execution style.
Generally, you did a good job!
Love,
Hương
This comment has been removed by the author.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteHi Thoan, I'd like to give you some of my comments:
ReplyDeleteIn all items, you should put the slogan right into "General Selling point" to make it clear about the ad's objective. In detail:
- ITEM1: I totally agree with Yến and Hương. Besides, I think that Customer benefit should include Energy because I can see the strength from the pair of shoes which is like a bull. In addition, Product Attribute should include Stylish and colorful.
- ITEM2: I dont think that the objective of this ad is to "help you to understand how the positive addiction in beer of a men is". I think you misunderstand it with Product attribute that you wrote “Persuade people to drink Heineken, especially men”. I mean that the objective of this product should be" Persuade people to drink Heineken, especially men", and the Product attribute is "good taste, cool feeling".
- ITEM3: The general selling proposition is “Write the future”. In addition, Execution style include mood (the changing gestures/expressions/feelings of the players) and overstatement (the future)
Thanks for reading this. Hope my comment will be useful for you :x
ReplyDelete