ENTRY 2_TRAN THI KIM DUNG

ITEM I:

Components				Contents
1	Source			Mcdonalds (McDonald’s Commercial: Freshness)
2	Target Audience			Everyone
3	Medium (Media)			Printed advertising (poster)
4	Context			Released in June 2008. 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
5	Objectives			Affective
6	Message	General selling proposition		Mcdonalds’ products are made from vegetables which are very fresh and safe. If you eat its products, you will enjoy delicious and safe food.
		Product attributes		Fresh vegetables salad
		Customer benefits		Enjoyment of fresh vegetables salad
		Personal values		Security (safe food)
7	Message execution		Description	The poster describes a fresh vegetables salad and condensation in surroundings. In the middle of condensation is Mcdonalds’ logo. This advertisement was placed at a bus shelter (at Wiener Platz) and made it look like a refrigerator.
			Execution style(s)/ Rhetorical device(s)	Image (fresh vegetables salad, bus shelter, condensation )
8	Evaluation			Great success : In April 2009, at the Cannes International Advertising Media Festival, this outdoor advertisement won a Silver Outdoor Lion Award; and in April 2009, at the Montreux International Advertising and Media Festival, it won a Gold Award

 ITEM 2:

http://www.youtube.com/watch?v=On6I1r6q4eg

Components				Contents
1	Source			Honda
2	Target Audience			Young families that are just starting and are investing in their first family vehicle.
3	Medium (Media)			Broadcasting (TV)
4	Context			This is a two-minute film called "Cog". "Cog" is a British television and cinema advertisement launched by Honda in 2003 to promote the seventh-generation Accord line of cars. It follows a chain of colliding parts taken from a disassembled Accord. Wieden and Kennedy developed a GB£6 million marketing campaign around "Cog" and its partner pieces, "Sense" and "Everyday", broadcast later in the year. The Mill to handle post-production. The commercial took 606 takes to do. All it took was one gear or valve or tire not going as planned to start the whole process over There was no computer graphics or manipulation, it is an actual Rube Goldberg machine. The 120-second final cut of "Cog" was broadcast on British television on 6 April 2003, during a commercial break in ITV's coverage of the 2003 Brazilian Grand Prix.
5	Objectives			Affective
6	Message	General selling proposition		Accord is precision built machine that works in perfect synchronization. If you drive these cars, you will be safe and feel satisfied.
		Product attributes		Accurate, modern
		Customer benefits		Feeling safe and satisfied.
		Personal values		Self-fulfillment (parts interact with each other to make a complete Honda Accord car), pleasure, excitement (when every step work perfectly), security (nothing goes wrong)
7	Message execution		Description
			Execution style(s)/ Rhetorical device(s)	Musical ( music at the end of advertisement), scientific (every little step of the machine worked perfectly)
8	Evaluation			Very impressed (it makes viewers imagine the process of producing this line of cars)

ITEM 3:

http://www.youtube.com/watch?v=JLM55C41ryQ

Components				Contents
1	Source			Pepsi
2	Target Audience			Every viewer
3	Medium (Media)			Broadcasting (TV)
4	Context			A 2001 Brazilian commercial for Pepsi
5	Objectives			Affective
6	Message	General selling proposition		Pepsi drink has good taste that makes people really enjoy. They even like it better than a super star’s shirt
		Product attributes		Good taste
		Customer benefits		Enjoyment of good taste and removing thirst quickly
		Personal values		Exciting life, social power, recognition
7	Message execution		Description	This is a  funny Pepsi Advertbetween David Beckham and a little Juventus fan. Beckham is taken off the field with a bad day in the match. While going back, he asks a sip of Pepsi to a little Juventus fan. The kid then asks for his shirt. Beckham smiles and gives it to him. But the boy wipes the Pepsi tin can with the shirt and returns it to him.
			Execution style(s)/ Rhetorical device(s)	Spokes-person (conversation between David and the child), humorous ( David thinks the child is his fan, but it’s not true)
8	Evaluation			Effective