Sunday, March 24, 2013

Entry 2_ Bùi Thị Xuân Hương

ENTRY 2

(understanding advertising mesages)

ITEM 1: "Vinamilk" advertisement

Link: http://www.youtube.com/watch?v=C79BJF0BOCQ

Components			Contents
1.	Source		Vinamilk
2.	Target audience		Everyone
3.	Medium (Media)		Broadcast advertising
4	Context		Unclear
5	Objectives		Position brands
6.	Message	General Selling Proposition	Beautiful life with Vinamilk
		Product Attributes	Natural, 100 percent fresh and pure, nutrious
		Customer Benefits	Healthy
		Personal Values	Happiness, fun, pleasure
7.	Message Execution	Description	In the morning, a big herd of cows go to the farm, they dance and sing on the green grass field, there is a little cow tries to jump highly in the herd. Two cows lifting the cup of milk with a happy mood. The slogan " Cuoc song tuoi dep" is showed at the end of the ad.
		Execution Styles(s)/ Rhetorical Devices(s)	Fantasy ( cows can sing, dance and drink milk) Musical (the song cows sing) Image (cows) Mood ( mood of cows)
8.	Evaluation		Creative, impressive, lively, attractive

ITEM 2: "Carlton Draught beer" advertisement

Link: http://www.youtube.com/watch?v=_GbHpqfv9is

Components			Contents
1.	Source		Carlton Draught
2.	Target audience		Adults
3.	Medium (Media)		Broadcast advertising
4	Context		Unclear
5	Objectives		Provide the information of this beer that they are pure and many people like it
6.	Message	General Selling Proposition	Carlton Draught is made from beer
		Product Attributes	Pure, good taste
		Customer Benefits	Refreshment, joy
		Personal Values	Comfortable life, pleasure,
7.	Message Execution	Description	There is a goup of crimes going into a bar with a bag including a lot of money and demanding Carlton Draught beer. Unfortunately, many policemen are also here, then they chase the crimes. Although both of two fairs all run but they try to hole a cup of beer and protect it from spilling. They run through many streets and finally go to a bridge when it is separated into two parts. Luckily, the crimes can jump to the other part and harmony with people here who are drinking beer while policemen is left in the first one. Crimes enjoy the Carlton beercomfortablly
		Execution Styles(s)/ Rhetorical Devices(s)	Humorous (they are running but holding cups of beer) Musical ( the song) Image ( two horses on the cups of beer)
8.	Evaluation		Unique, funny, interesting

ITEM 3: "Virgin Atlantic Airline" advertisement

Components			Contents
1.	Source		Virgin Atlantic (Australia)
2.	Target audience		Everyone
3.	Medium (Media)		Printed advertising
4	Context		In the modern life when the need of travelling by plane is higher and higher
5	Objectives		Position brand, to persuade people to use the service
6.	Message	General Selling Proposition	Fly faster with Virgin Atlantic Airline ( Slogan: Now you're flying)
		Product Attributes	Extremely fast speed
		Customer Benefits	Flying fast
		Personal Values	Comfortable life, pleasure
7.	Message Execution	Description	There is a sign mounted on a side of a bridge over a road. On the sign has the letters “ AUS”, the letter A is circled with red color accompanied an arrow pointing to the back of the letter S (USA). There is a logo and a slogan "Now you're flying" in the right under coner of the sign.
		Execution Styles(s)/ Rhetorical Devices(s)	Image ( letters)
8.	Evaluation		Creative, impressive, unique