item 1:
Components | Contents | ||
1. | Source | ||
2. | Target audience | Everyone, especially young people. | |
3. | Medium (Media) | Broadcast Advertising | |
4 | Context | Not clear | |
5 | Objectives | To persuade everyone to use Listerine Cool Mouth Wash | |
6. | Message | General Selling Proposition | Brushing your teeth only is not enough, because it does not make your mouth clean totally and give you a good breath. |
Product Attributes | · Listerine kills germs that cause bad breath, plaque, and the gum disease Ginggivitis. | ||
Customer Benefits | Healthy, clean, good taste, more attractive, confident. | ||
Personal Values | Comfortable life, excitement, happiness, self-confidence, wisdom, pleasure, personal accomplishment. | ||
7. | Message Execution | Description | There 3 different people doing their personal hygiene. One is washing his half-head, one is washing her half-face, and the last one is shaving off his half-beard. All of them are brushing their teeth, too. However, their mouths are not totally clean. |
Execution Styles(s)/ Rhetorical Devices(s) | · - Lifestyle; Real Product Symbols: the image of the product appears in the video clip to advertise. | ||
8. | Evaluation | Personally: impressive and interesting. | |
item 2:
Components | Contents | ||
1. | Source | ||
2. | Target audience | Women, especially young girls. | |
3. | Medium (Media) | Broadcast Advertising | |
4 | Context | Unknown | |
5 | Objectives | To persuade women to use Rexona to deodorize armpit odour. | |
6. | Message | General Selling Proposition | The bad armpit odour can be a big obstacle in your life. Rexona can help you to exclude it and to succeed in your relationship. |
Product Attributes | · Controlling your armpit odour. | ||
Customer Benefits | Clean, charming, and confident. | ||
Personal Values | Comfortable life, excitement, happiness, fun, self-confidence, pleasure, personal accomplishment, mature love. | ||
7. | Message Execution | Description | A beautiful woman slips on a banana skin when she is walking on the street. The banana skin drives her to a handsome man’s house. They like each other at once, but the woman’s bad armpit odour makes the man stay away. Then the girl starts to use Rexona helping her controlling the bad smell. She slips on a banana skin again. |
Execution Styles(s)/ Rhetorical Devices(s) | · - Lifestyle; humorous; musical; Real Product Symbols: the image of the product appears in the video clip to advertise. | ||
8. | Evaluation | Personally: impressive and interesting. | |
item 3:
item 3:
Components | Contents | ||
1. | Source | ||
2. | Target audience | Everyone | |
3. | Medium (Media) | Broadcast Advertising | |
4 | Context | This advertising slogan of KFC (previously Kentucky Fried Chicken) has proved highly successful and long-lasting. KFC was founded by Harland David Sanders, better known as Colonel Sanders (and, to paraphrase The Simpons, 'not a real colonel'). Clearly, the allusion in the slogan is to the fact that KFC products are normally eaten without the aid of a knife and fork. | |
5 | Objectives | To persuade women to eat Kentucky Fried Chicken (KFC) | |
6. | Message | General Selling Proposition | KFC is so delicious that everyone is longing for eating it. |
Product Attributes | Delicious, tasty, 11 kinds of herbs and spices, fast, convenient. | ||
Customer Benefits | Good taste, convenient. | ||
Personal Values | Comfortable life, excitement, happiness, fun, pleasure. | ||
7. | Message Execution | Description | A beautiful girl steps out of a KFC store. She eats her KFC on her way. The taste is so delicious that each time the girl bites the chicken, everyone stops to watch her and even bite anything they are holding in their hands. Not yet, at the last since, the girl still licks her finger. |
Execution Styles(s)/ Rhetorical Devices(s) | · - Lifestyle; humorous; mood/image; Real Product Symbols: the image of the product appears in the video clip to advertise. Overstatement; repetition. | ||
8. | Evaluation | Personally: impressive and interesting. | |
