Lê Hải Vân
ENTRY 2
item 1: Carlton Draught
(beer chase commercial)
Components
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Contents
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1
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Source
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Carlton Draught
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2
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Target Audience
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adults (especially men)
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3
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Medium (Media)
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TV – Broadcast advertising
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4
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Context
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2012 in Australia
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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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Carlton Draught
contains fresh consistency in taste.
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Product Attributes
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Freshness, good taste.
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Customer Benefits
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satisfaction of
enjoying good taste
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Personal Values
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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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"beer chase" opens with four thieves celebrating
after their "victory" without noticing there are lots of cops in
the pub, too. The ad quickly and humorously cut the chase scene when the
cops chase the thieves with beer in their hands.they chase each other
fiercely but no one throw the beer away and finally, the thieves get over the
bridge with the beer in their hands to the party on the other side.
slogan: "made from beer"
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Execution
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Humorous (90s of pure entertaining silliness)
Musical (fast, fun music)
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8
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Evaluation
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Funny, impressive and interesting.
This ad is awarded
as one of the 10 best commercial of 2012.
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item 2: Google (Brand new baby commercial)
Components
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Contents
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1
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Source
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Google
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2
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Target Audience
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every viewer (internet user)
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3
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Medium (Media)
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TV – Broadcast advertising
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4
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Context
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2012, modern 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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google offers the
best internet search services for everyone.
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Product Attributes
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fast, convenient,
effective search engine
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Customer Benefits
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pleasure and satisfaction
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Personal Values
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Pleasure, happiness, convenient lifestyle
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7
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Message Execution
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Description
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the commercial is about a couple who are going to be parents.
they are searching for useful information about how to relax, what to eat,
how to name the baby, way to nearest hospital... with google. And this search
engine giant helps them a lot in need.
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Execution Style(s)/
Rhetorical Device(s
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musical (tender and
joyful music to show happiness)
Split screen to
compare and combine actions of the mother and father. (they do different
things but they both search google for good information for their baby)
slogan: "making
the web work for you"
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8
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Evaluation
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meaningful
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Item 3: Le Trefle Toilet Paper ( Ipad vs Paper commercial)
Components
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Contents
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1
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Source
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Le Trefle toilet paper
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2
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Target Audience
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Every viewer
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3
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Medium (Media)
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TV – Broadcast advertising
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4
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Context
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2012, French modern 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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Le Trefle toilet paper plays an important and irreplaceable role
in our life.
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Product Attributes
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Comfortable,
convenient, high-quality
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Customer Benefits
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pleasure
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Personal Values
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Pleasure
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7
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Message Execution
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Description
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A man tries to replace every elements of paper
with new gadgets. His wife is very annoyed with this; therefore, when her husband
is in the water closet with no paper, she gives him the gadget with a picture
of paper in it. The advertisement shows true limits of technology and how
important the toilet paper is. It’s essential, even in our modern life.
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Execution Style(s)/
Rhetorical Device(s)
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Humorous
Musical
Slogan : le papier a un grand avenir ( paper has a great
future)
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8
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Evaluation
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funny, interesting and meaningful
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