entry2_ Lê Thị Thu Hiền

Entry 2_ Lê Thị Thu Hiền

                                ENTRY 2

                 Understanding advertising messages  

ITEM 1: Thai Life Insurance Commercial

Source : http://www.youtube.com/watch?v=nBobmn_u98w

Components				Contents
1.	Source			Thai Life Insurance Commercial
2.	Target audience			All people, especially those who do dangerous work to life
3.	Medium ( media )			TV/ Broadcasting
4.	Context			In Thailand
5.	Objectives			Introduce beer product-) affective -) persuade people to use it.
6.	Messages	General Selling Proposition		By investing in life insurance, almost anyone can guarantee the death of the insured person will not result in financial hardship for loved ones and lenders.
		Product Attributes		-An intangible product - Death benefits, many types of premium
		Customer Benefits		Satisfaction, safety
		Personal Values		Security, Inner peace
7.	Message Execution		Description	The advertisement tells a moving story about life of a father and his daughter. He is a deaf-mute father. His daughter was always ridiculed and forsaken by her classmates, which made her very depressed and be bottom out of everything. Then, she committed suicide. Her father took her to hospital and asked the doctor to take his blood to save her life. She finally woke up and realized her father’s love and sacrifice but it was too late
			Execution Style(s ) Rhetorical Device(s)	Mood/ Image, Music
8.	Evaluation			- Extremely impressive and meaningful. - Make viewers want to put a price on peace of mind

Item 2: Heineken beer

Source: http://www.motifake.com/stairway-heaven-stairway-heaven-beer-heineken-demotivational-posters-65497.html

Components				Contents
1.	Source			Heineken beer company
2.	Target audience			Everyone, especially men
3.	Medium ( media )			Printed advertising: Posters Interactive advertising: on the Internet
4.	Context			unclear
5.	Objectives			Ppersuade(an image of a line of Heineken beer bottles and to influence attitudes about it) -          Develop a feeling and liking to Heineken
6.	Messages	General Selling Proposition		If you drink Heineken beer bottles, you will feel like stepping on the stairway to heaven. You will be excited and impressed to yell “wow!..it works!”.
		Product Attributes		Fresh, cool
		Customer Benefits		Fantastic feelings, good taste Having seal of approval, premium quality.
		Personal Values		Sense of belonging, Pleasure, Fun, exciting life, Comfortable life, Security, Self-fulfillment, Happiness
7.	Message Execution		Description	A line of green Heineken beer bottles is shown with the slogan: “stairway to heaven” and “wow!..it works!”. On label of the bottles, there is a word: “quality”( premium quality). There is also a seal of approval in the left corner of the poster including a hand showing No.1 or liking or satisfaction and a symbol of yeast
			Execution Style(s ) Rhetorical Device(s)	Mood/image Overstatement
8.	Evaluation			This advertising is attractive and convincing. The ad can evoke a desire to drink Heineken to feel like stepping to the heaven

Item 3: Nokia Cellphone

Source: http://www.youtube.com/watch?v=jyg_aJTrYX0

Components				Contents
1.	Source			Nokia Ads
2.	Target audience			Every viewers, especially young people who want to use a cellphone
3.	Medium ( media )			TV/ Broadcasting
4.	Context			Unclear
5.	Objectives			To make consumers recognize the uses of Nokia phone and intend people to use it.
6.	Messages	General Selling Proposition		. If you use Nokia phone, you will be absolutely satisfied about its essential as well as smart attributes. It makes your life more wonderful
		Product Attributes		Camera, Message (text and multimedia), GPRS…
		Customer Benefits		Keeping in touch with one another or even making relationship more better
		Personal Values		Comfortable life, happy, satisfaction, wisdom
7.	Message Execution		Description	A boy wanted to have a lovely and romantic marriage proposal to a girl. He used Nokia phone to take pictures of himself with the street signs and merge them into a proposal “Will you marry me?” and sent it to her. She was very happy and accepted him
			Execution Style(s ) Rhetorical Device(s)	Mood, image, music, humorous
8.	Evaluation			Personally: very absorbing and interesting