| Components | Contents | ||
| 1 | Source | Coca Cola | |
| 2 | Target Audience | Young viewers | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | Modern society, at a bus stop | |
| 5 | Objective | Persuade young people drink Coca Cola (affective dimension) | |
| 6 | Message | General selling proposition | Create an image of energetic, humourous and creative youth. It is also the image of the product |
| Product attributes | Not mentioned | ||
| Customer benefits | Drink Coca Cola, you may have a girlfriend | ||
| Personal values | Wisdom, confidence, sense of humour | ||
| 7 | | Description | At the bus stop, there are a boy and a girl. The boy makes aquantance with the girl by irritating the phone ringtone and considers a Coca Cola bottle as a mobiphone. |
| Execution Style(s) | Fantasy: Coca Cola bottle ̴̴ a mobiphone Humorous: irritating phone ringtone Slice-of-Life : waiting for bus Real Product Symbols: A bottle of Coca Cola | ||
| Rhetorical device (s | Simile: Coca Cola bottle ̴̴ a mobiphone | ||
| 8 | Evaluation | Romantic, youthful and funny advertising clip | |
| Components | Contents | ||
| 1 | Source | Heineken Beer | |
| 2 | Target Audience | Men | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | Modern society | |
| 5 | Objective | Persuade males drink Heineken Beer | |
| 6 | Message | General selling proposition | Buid up an invisible attachment between men and Heineken Beer. Heineken Beer provides a spiritual strength for men (affective dimension) |
| Product attributes | Not mentioned | ||
| Customer benefits | Heineken Beer makes men’s lives meaning | ||
| Personal values | Heineken brings men Happiness, Manliness, inner peace, Personal accomplishment, Social acceptance | ||
| 7 | | Description | A waitor drops a tray of Heineken Beer. When each bottle of Heineken Beer drops off, a lot of men feel a bad omen. |
| Execution Style(s) | Mood: sadness of many men Real Product Symbols: Heineken Beer Fantasy: invisible attachment Lifestyle | ||
| Rhetorical device (s) | Overstatement | ||
| 8 | Evaluation | This advertising clip makes use of spiritual factor to affect on men’s psychology: àmake it seem mysticalàeffective | |
| Components | Contents | ||
| 1 | Source | Vfresh Juice- Vinamilk | |
| 2 | Target Audience | Every Viewer | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | Modern society, on super market | |
| 5 | Objective | Inform customers about the product’s quality (cognitive dimesion) | |
| 6 | Message | General selling proposition | Introducing the product’ s quality to attract more customers |
| Product attributes | 100% orange juice 1 bottle of milk= 2,6 kg of orange | ||
| Customer benefits | Healthy and beautiful | ||
| Personal values | Make them a pleasure, fun and exciting life | ||
| 7 | | Description | A young and beautiful girl talks to an orange. It advises her to buy a bottle of Vifresh Milk |
| Execution Style(s) Rhetorical device (s) | Real Product Symbols Fantasy: an orange can talk Slice-of-Life: go shopping Humorous | ||
| 8 | Evaluation | Creative and funny | |
References:
http://www.youtube.com/watch?v=BwaZ5D9CKhw&feature=relate
http://www.youtube.com/watch?v=GoODQs0MErk&feature=related
http://www.youtube.com/watch?v=nJrUmJQ4Dgc
in my opinion , your entry is quite good. however, you should make it more cleary and attractive with fonts and styles.
Trả lờiXóaIn general, your entry is quite good. I just want to give some more comment about the second item. In my opinion, the objective here is not to persuade males to drink Heineken beer. It is to express the important position and great influence of Heineken beer to men. Therefore, it reaches to the affective and conative demensions.^_^
Trả lờiXóaHere are my comments for your entry.
Trả lờiXóaItem 1:
- Message:
+ Personal values: I think you should add "sexual attraction".
Item 2:
I agree with An's opinion about the objectives.
Item 3:
- Message:
+ General selling proposition: If you drink V-fresh juice, you will feel excited aand keep yourself young.
+ Customer benefits: You can add “enjoyment of the good taste"
+ Personal values: "happiness, wisdom" should be included.
In 3 items, 'musical" should be added in the part of execution styles.
In general, your entry is good.
There is one more thing in the first item that you need py attention to,
Trả lờiXóa- Message:
+ Customer benefits: Drinking Coca Cola helps you become more confident and have a chance to make acquaintance with others.