Entry 2
Item 1: Apple iPhone advertisement
http://www.youtube.com/watch?feature=player_embedded&v=5TGQtk1iAQY
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Component
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Content
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1
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Source
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Apple
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2
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Target Audience
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Everyone, especially people who love technology
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3
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Medium (Media)
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Broadcast
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4
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Context
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2009 in America
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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 Proposition
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Apple iPhone brings a revolution in technology for mobile phones
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Product Attributes
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smart, unique and completely new functions, convenience
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Customer Benefits
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convenience, satisfaction of never-before utilities
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Personal Value
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excitement, pleasure
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7
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Message execution
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Description
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A completely new kind of mobile phone which provides users with
completely new functions: in the applications. People can do everything just
by touching and swiping by their fingers with an iPhone.
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Execution Style(s)
Rhetorical Device(s)
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musical (music with quick rhyme showing excitement)
slogan: “Yep, there’s just an app for about anything, only on the
iPhone.”
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8
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Evaluation
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impressive, high-ranking
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Item 2: ZARA advertisement
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Component
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Content
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1
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Source
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ZARA
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2
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Target Audience
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The youth, especially fashionista
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3
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Medium (Media)
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Printed advertising
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4
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Context
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Modern and stylish life
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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 Proposition
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ZARA’s products bring customers enjoyment like they are in a party;
the beauty that products brings to customers is implied as the flavor of foods and drinks which they can really ENJOY
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Product Attributes
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sophisticated style
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Customer Benefits
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fashion, style, satisfaction
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Personal Value
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satisfaction
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7
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Message execution
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Description
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A huge feast in which people don’t enjoy food but clothes, shoes,
accessories… All the young girls and boys who participate are really
fashionable and it is obvious a great satisfaction in their eyes. A party
that every fashion-aholic craves for.
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Execution Style(s)
Rhetorical Device(s)
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Life style
Image
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8
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Evaluation
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Creative idea, great impression on viewer
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Item 3: M&M advertisement
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Component
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Content
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1
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Source
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M&M
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2
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Target Audience
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Everyone /Every viewer
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3
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Medium (Media)
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Printed advertisement
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4
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Context
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Unknown
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5
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Objectives
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Creat the new effect of
M&M candies: make talks become “sweeter”
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6
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Messages
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General Selling Proposition
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The flavor of the candies
can inspire people in communications
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Product Attributes
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Good taste, inspiration
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Customer Benefits
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Pleasure, appetite
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Personal Value
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Enjoyment, comfort, inspiration
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7
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Message execution
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Description
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In the picture, each candy
is a key on the keyboard. The keyboard symbolizes the communications. It implies
that the candies can motivate people, inspire them to have “sweet”- nice, effective
and joyful- conversations.
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Execution Style(s)
Rhetorical Device(s)
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Image
Slogan: “Communication just got sweeter”
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8
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Evaluation
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Smart, creative
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I find all your items very interesting; however, there are some points I think you should reconsider:
ReplyDelete-item 1: + product attributes: beside what you mentioned, I think you should add " a multifunctional device".
+ execution styles : it also includes demonstration because the person in that advert shows the way to use each function. Slogan of the company should be put in "general selling proposition".
- item 2: +Context : this refers to the context when this advert was released, so I don't think its context is "modern and stylish life"
+ personal value: you should add " excitement and pleasure"
-item 3: I don't see the good taste of the products in this advert, so personally I think the product attribute cannot be good taste. Once again, the slogan should be put in "general selling proposition".
It's all I want you to consider.
Commented by Tran Thi Kim Dung
Hi Trang, 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 enjoy this advertisement you chose. However, I think that your frame work lacks of one more advantage when using an app on iPhone (you can put it in Description or Customer benefits). It's the cheapest price (I heard the speaker introduce in the ads).
- ITEM2: The customer benefit should include Confident
- ITEM3: The poster is impressive. I think that you should add Fantasy in Execution Style because of colorful candies
Thanks for reading this. Hope my comment will be useful for you :x