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
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Components
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Contents
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1.
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Source
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Vinamilk
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2.
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Target audience
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Everyone
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3.
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Medium (Media)
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Broadcast advertising
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4
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Context
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Unclear
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5
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Objectives
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Position brands
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6.
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Message
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General Selling Proposition
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Beautiful life with Vinamilk
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Product Attributes
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Natural, 100 percent fresh and pure, nutrious
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Customer Benefits
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Healthy
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Personal Values
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Happiness, fun, pleasure
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7.
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Message Execution
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Description
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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.
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Execution Styles(s)/ Rhetorical Devices(s)
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Fantasy ( cows can sing, dance and drink milk)
Musical (the song cows sing)
Image (cows)
Mood ( mood of cows)
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8.
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Evaluation
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Creative, impressive, lively, attractive
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ITEM 2: "Carlton Draught beer"
advertisement
Link: http://www.youtube.com/watch?v=_GbHpqfv9is
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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
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3.
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Medium (Media)
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Broadcast advertising
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4
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Context
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Unclear
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5
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Objectives
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Provide the information of this beer that they are pure and
many people like it
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6.
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Message
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General Selling Proposition
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Carlton Draught is made from beer
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Product Attributes
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Pure, good taste
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Customer Benefits
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Refreshment, joy
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Personal Values
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Comfortable life, pleasure,
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7.
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Message Execution
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Description
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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
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Execution Styles(s)/ Rhetorical Devices(s)
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Humorous (they are running but holding cups of beer)
Musical ( the song)
Image ( two horses on the cups of beer)
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8.
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Evaluation
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Unique, funny, interesting
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ITEM 3: "Virgin Atlantic Airline"
advertisement
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Components
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Contents
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1.
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Source
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Virgin Atlantic (Australia)
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2.
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Target audience
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Everyone
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3.
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Medium (Media)
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Printed advertising
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4
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Context
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In the modern life when the need of travelling by plane is
higher and higher
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5
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Objectives
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Position brand, to persuade people to use the service
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6.
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Message
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General Selling Proposition
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Fly faster with Virgin Atlantic Airline ( Slogan: Now you're
flying)
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Product Attributes
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Extremely fast speed
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Customer Benefits
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Flying fast
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Personal Values
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Comfortable life, pleasure
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7.
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Message Execution
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Description
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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.
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Execution Styles(s)/ Rhetorical Devices(s)
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Image ( letters)
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8.
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Evaluation
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Creative, impressive, unique
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