entry2_ Pham Thị Nga

Name: Pham Thi Nga

Class : E12

ENTRY 2

UNDERSTANDING ADVERTISING MESSAGES

ITEM 1: Marlboro advertisement

Component			Contents
1	Source		Marlboro
2	Target audience		Male consumers
3	Medium (Media)		Printed advertising (magazine or newspaper)
4	Context		In 1985 in the America
5	Objectives		To persuade men to use Marlboro cigarettes(affective dimension)
6	Messages	General Selling Proposition	Men who smoke cigarettes, like Marlboro man, will be rugged, adventurous and independent.
		Product Attributes	The American cigarette with cool or heavy taste
		Customer Benefit	Masculinity
		Personal Values	Pleasure, self-reliance, freedom, virility, independence
7	Message Execution	Description	A rough-looking cowboy accompanies with only a handsome horse and a cigarette on a broad pasture.
		Execution Style(s)/	Mood/ Image: the man in the ad is an image of a western cowboy who is brave and persevering. He is a model of all men in the world and also the symbol of the America. Lifestyle: The cowboy represents a type of lifestyle in America.
		Rhetorical Device(s)	Symbol: the man can invoke the image of the American symbol (cowboy).
8	Evaluation		Great success: bring great profit to the company Background knowledge: make Marlboro become the number one tobacco brand in the world. The Marlboro cigarettes are not only selling the male identity but also the American identity.

ITEM 2: Vinamilk advertising

Link:  http://www.youtube.com/watch?v=1lrxLDewwIM

Component			Contents
1	Source		Vietnam Dairy Products Joint Stock Company (Vinamilk)
2	Target audience		The public (who buy Vinamilk products)
3	Medium (Media)		Broadcast (TV) and Internet
4	ContextA		2008-2009 (The time when Vinamilk promoted the campaign "Free six million cups of milk for poor children")
5	Objectives		To raise awareness among the public about the importance of milk to children  - To make people develop a liking or reference for Vinamilk -  Persuade people to buy the product to join in the campaign with Vinamilk (cognitive, affective and conative dimensions)
6	Messages	General Selling Proposition	. If you buy Vinamilk, you can help many poor children.
		Product Attributes	Nutrition, tasty
		Customer Benefit	Be healthy (when drinking Vinamilk) - Have chance to make contribution to decrease the rate of malnutrition in children all over the country  - Get understanding and sympathy for others
		Personal Values	Health, happiness, social acceptance, personal accomplishment.
7	Message Execution	Description	The blue bottles of milk are tied into thousands of blue balloons to fly in the blue sky. The wind blows them to children in remote areas. The song “De gio cuon di” serves as the musical background of this ad. The slogan: “Vinamilk – The Vietnamese belief”.
		Execution Style(s)/ Rhetorical devices	Musical: moving - Fantasy: thousands of balloons flying in the blue sky - Slice of life: many poor children do not have milk to drink  - Image/ mood (the curiousity and happiness of the children)
8	Evaluation		Personally: very impressive and touching

ITEM 3: X-Men soap advertising .

Link: http://www.youtube.com/watch?v=hp4X35bns4I

Components			Contents
1	Source		X-Men Soap Company
2	Target Audience		Male customers
3	Medium (Media)		Broadcast advertising (on TV)
4	Context		In 2003, when the consumer are not thinking of  men and women should have seperated shampoo.
5	Objects		Producing the new pattern and odor of  X-men
6	Messages	General Selling Proposition	Good at killing bad smell in the men’s body
		Product Attributes	Help men more attractive and manlier
		Customer Benefits	The men will be charming with a new flavor and become a hero. He also owns elegant appearance and be earnest in his action.
		Personal Values	Sexual attraction Mature love Wisdom Self-confident
7	Message Execution	Description	In a secret mission, the man is trying to rescue his girlfriend at the airport by using the baggage carts made in the letter X to block bad guys
		Execution Styles/ Rhetorical Devices	Mood and image Real product: There is the image of X-men shampoo bottle at the beginning.
8	Evaluation		Though this is a very short advertisement, it is very dramatic, convincing and impressive with the X letter made by baggage carts at last minutes. Especially success  with the classic slogan:  “ X-men real men”.