Group
6:
Đinh Thị Huyền Trang
Nguyễn Thị Nguyệt
Nguyễn Thị Tuyển Trần Thị Thu Thà
Entry 2: Understanding advertising
messages
Item
1: “Oriflame”
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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Oriflame
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2
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Target
audience
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Women
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3
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Medium(
Media)
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Interactive
advertising( Internet)
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4
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Context
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Founded
in 1967 in Sweden by the brothers Jonas af Joctinick and Robert af Jochnick
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5
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Objectives
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Persuade
people to buy this product
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6
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Messages
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General
Selling Proposition
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If
you use this product, you will have beautiful skin.
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Product
Attributes
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Moisture,
illuminating, bi-o exfoliating
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Customer
Benefits
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Possess
expectant skin
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Personal
Values
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Confidence,
pleasure, comfort.
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7
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Message
Execution
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description
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A
group of dermatologists study active ingredients to renovate skin. Then with
2 steps to use product which is appreciated by buyers.
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Execution
style(s)
Rhetorical
device(s)
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Mood/image: dermatologists work professionally and the
woman is very satisfied with the product
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8
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Evaluation
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Convincing
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Source:
http://www.youtube.com/watch?v=l30DwI84c6M
Item
2: “Coca- cola”
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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The
Coca cola company
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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
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4
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Context
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Copyright
1947
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5
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Objectives
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Reminder
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6
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Messages
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General
Selling Proposition
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If
you drink it, you will be cherry, full of vitality.
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Product
Attributes
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Trade
mark registered, reliable
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Customer
Benefits
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Refreshment
, reasonable cost(5€)
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Personal
Values
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Health
fitness, pleasure, comfort,
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7
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Message
Execution
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description
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There is a round red logo, followed by a
long line of Coca-Cola and a factory behind.
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Execution
style(s)
Rhetorical
device(s)
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Image: bottles are arranged very remarkably.
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8
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Evaluation
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Convincing
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Source:http://www.google.com.vn/imgres?hl=en&sa=X&biw=1366&bih=636&tbm=isch&prmd=imvnsb&tbnid=8wvUpHGwW9wMwM:&imgrefurl=http://soficp-english2.blogspot.com/2010_09_01_archive.html&docid=cP80e2ABWCN9pM&imgurl=https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhB79P3CbkPjEo1RkLu03aScDrRE7QsIMwBsqIXmQUs-Jmy80y1XV41-YUz1mGdQ4OUcuINKCl4znvSfANClm_U4RTEThWZKXpXxK1Bi3MGh17GSB_6SMCnTDxPPPjOaE8xPgIOr9UoAhJl/s1600/coca-cola-print-advertising-001.jpg&w=610&h=921&ei=8QFxUPyLJ86ZiQe1zICoDQ&zoom=1&iact=rc&dur=2&sig=104521750941961882895&page=1&tbnh=129&tbnw=85&start=0&ndsp=27&ved=1t:429,r:0,s:0,i:68&tx=208&ty=249
Item
3: “Doublemint
Gum” 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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Doublemint
gum
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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(television)
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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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Introduce
new product
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6
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Messages
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General
Selling Proposition
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If
you chew it, you will have a fresh breath.
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Product
Attributes
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Natural
minty ingredients
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Customer
Benefits
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Long
lasting fresh breath, good taste,
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Personal
Values
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Confidence
, pleasure, comfort, excitement,
socially attractive, love
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7
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Message
Execution
|
description
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A boy wants to flirt with the girl with a shape
of heart by his breath on the cable car. He succeeds after chewing doublemint
gum
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Execution
style(s)
Rhetorical
device(s)
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Image:
the couple stand closer to each other thanks to double mint which advertise
product
Overstatement/humorous
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8
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Evaluation
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Good
impression
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o
in item2: coca cola ad. Objective is unclear. in addition, you misunderstanded about Product Attributes because they are product's characteristics such as fat, calcium, vitamins...
Trả lờiXóain item1 the context is wrong because it is when ad occurs but not product.
Trả lờiXóain item 3, the objective is not introduce new product but it is reminder. :)
Trả lờiXóaIn the item 2: First, I think "reasonable price 5$" is not customer benefits but product attributes. Second, I want to add the rhetorical device is: metaphor ( the images of modern factory = quality and a long line of coca- cola = mass produce, available)
Trả lờiXóaIn item 2, the product attitude doesn't include " reliable" because the mentioned trademark which is registered demonstrates " riliable". About the customer's benefit, you can add " Good taste".
Trả lờiXóaIn item 3, I think in the execution style, you should add "mood". I see the mood of the girl in this advertisement before and after the boy chews double gum.
Trả lờiXóathe information you mentioned in the item 1 is the origin of the product, not the context of the advertisement. you should point out where the advertisement take place and in what situation was it produced. The same problem happened with the context of the second ad.
Trả lờiXóaIn item 3: the execution style is not image. Image is used for printed ads. To my view, it should be humor, life style and mood. In addition, I don't think there is a overstatement here, neither. It's just humor
In item 2.information about gểnaral selling proposition isn't clear.this advertisment don't introduce about thí
Trả lờiXóain item 3, i think main target audience here is youngsters
Trả lờiXóaIn item 2, in my opinion, "reasonable cost" is "product attributes"=> customer benefits is saving money
Trả lờiXóaI think you should analyse more about the valuation of the three item, don't say something in general like : item 1, 2: convincing and item 3: good impression because, I think the three advertisements are very successful, so their evaluation is much bigger.
Trả lờiXóaI have some comments on the item 1. The first thing is about the Medium, it is broadcast ad, not interactive ad. Secondly, the context is not true. One more thing is about execution style. You can add the Musical, Scientific. I hope my comments will be usefull for you.
Trả lờiXóa