CHINH, LINH, NGA, NGÂN AND TUẤN

CT10E7

Entry 2_ Phạm Thị Lệ Chinh

               Nguyễn Hoài Linh

               Lê Thị Nga

               Trần Thị Tuyết Ngân

               Nguyễn Anh Tuấn

ENTRY 2

Understanding advertising message

Item 1: “Coca Cola” advertisement

Components			Contents
1.	Source		Coca cola
2.	Target Audience		Every viewers
3.	Medium		Printed ad (newspaper or magazine ad )
4.	Context		In 1954
5.	Objectives		To make viewers realize that coca cola can appear in their each journey. Viewers can be easy to bring it as personal implements. Popular soft drink all over the world.
6.	Messages	General selling Proposition	If you drink coca cola, you will refresh yourself, for it gives a bit of quick energy.
		Product Attributes	Few calories, juicy.
		Customer Benefits	Healthy diet, good taste
		Personal values	Wisdom, comfortable life, excitement.
7.	Message Execution	Description	A beautiful flight attendant is sitting on a sofa and holding a bottle of coke with lovely smile. Beside her, there is a jacket, a logo of coca cola, an umbrella and lots of luggage, which are suppose to belong to passengers. Behind her, there are 2 planes taking off. The slogan “people on the go…go for coke” is bold font type and the text body is placed at the underneath of the slogan. It is small font size and some letters are written in Thailand and Moroccans in bold font size. A bottle of coke is put at the right of the corner of the ad and a small line in below.
		Execution Style(s)/ Rhetorical Device(s)	Mood/Image: The flight and air hostess symbolize that Coca Cola has appeared in many places of the world.
8.	Evaluation		Personally : impressive, unique

Source:http://vi.scribd.com/doc/80474318/bai-th%E1%BA%A3o-lu%E1%BA%ADn-marketing-nhom-12

                http://en.wikipedia.org/wiki/Coca-Cola_slogans

                http://rgb.vn/ideas/category/ideas/advertising

Item 2: “Heineken” advertisement 

Components			Contents
1	Source		Heineken Company
2	Target Audience		Men
3	Medium(Media)		Broadcast on TV/ In the Internet
4	Context		Unclear
5	Objectives		Introduce Heineken beer and persuade consumers to use it.
6	Messages	General selling proposition	Heineken serves the planet
		Product attributes	Flavor, pure, good quality
		Customer Benefits	Good taste, relaxed feelings
		Personal Values	Comfortable life, happiness, pleasure, excitement.
7	Message Execution	Description	At a couple’s house party, the lady takes her friends into a room which contains full of luxurious clothes. They get really excited and start to scream. Suddenly, their shouts are interrupted by the noise from the adjoining room of the house. Men go crazy for walk-in fridges filled with Heineken beer. Their passion with beer is stronger than of woman with fashion.
		Execution style(s) Rhetorical Device(s)	Humorous, slice-of-life Simile, Overstatement
8	Evaluation		Interesting advertisement Good impression

Source:  http://www.youtube.com/watch?v=eNRlP9UgsWE

              http://en.oboulo.com/analysis-of-a-heineken-advertisement-74754.html

 

Item 3: “Lifebuoy Antibacterial Hand Wash 2012 AD” advertisement

Components			Contents
1	Source		Lifebuoy
2	Target audience		Children ( especially who are active)
3	Medium (Media)		Broadcast on TV
4	Context		2012
5	Objectives		Create the need to use the hand wash which can kill germs in a very short time
6	Message	General selling proposition	If you don’t use this hand wash, you can get diseases which  rise from germs in your hand after doing many activities
		Product attributes	Kill 99% germs in short time, about 10 seconds
		Customer benefits	Save you from germs which can cause disease and have a healthy body
		Personal values	Healthy and comfortable file
7	Message execution	Description	There is a little active boy. He always does everything very quickly. He goes to school without bringing any books, only some toys in their bag. Then at lunch, he also drinks milk fast. When playing, he runs fast and falls down. He uses his hand to hold many objects, such as car toys, a milk glass, and a dirty ball. His parents are worried and don’t know how to control his action
		Execution style(s)	Scientific
		Rhetorical device(s)	Simile and repetition
8	Evaluation		It is interesting and especially attracts children. The advertisement also grasps the anxiety of parents about their active children’s health

http://www.youtube.com/watch?v=Ro9duaoL_EQ