Entry 2_ Nguyen Thi Thu Ha ( Revision)

Entry 2_ Nguyen Thi Thu Ha_ Revision
Understanding advertising messages




Item 1 : Orion Chocopie 
http://www.youtube.com/watch?v=C8DIEXibAuo&feature=related

Components			Contents
1.	Source		Orion Chocopie
2.	Target Audience		Viewers
3.	Medium( media)		•Broadcast and Interactive Advertising
4.	Context		modern time in Vietnam
5.	Objective		To develop the preference and the need, the desire to buy the product of consumer
6.	Message	General selling proposition	Orion Chocopie brings family together
		Product attributes	- Good taste - Warm feeling
		Customer benefits	- delicious cake - deep feeling among family members
		Personal values	-Comfortable life - Happiness - Inner peace - Mature love - Pleasure
7.	Message execution	Description	A girl expects Chocopie from her mother to bring it to her grandfather. Although thegrandfather is dead , he is still alive to her
		Execution style(s) Rhetorical devices	Execution: - Musical - Demonstration - Personal accomplishment  Rhetorical devices: - Antithesis (dead-alive) - Climax (grand father's altar) - Chiasmus:  Orion is Chocopie, Chocopie is Orion - Understatement: grandfather's death
8.	Evaluation		Personally:  strongly emotional impression

Ø

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Item 2: Vinamilk Advertisement
http://www.youtube.com/watch?v=1kHHkgED1uA

Components			Contents
1.	Source		Vinamilk http://www.youtube.com/watch?v=1kHHkgED1uA
2.	Target Audience		children
3.	Medium( media)		•Broadcast and Interactive Advertising
4.	Context		Vietnam, 2007
5.	Objective		To develop the preference  to buy the product of consumer
6.	Message	General selling proposition	Vinamilk has safe ingredient so that it is good for health
		Product attributes	100% natural fresh milk (true milk) good taste nutrient composition
		Customer benefits	healthy life
		Personal values	-happy healthy life -pleasure -happiness -excitement
7.	Message execution	Description	Happy cows are dancing and singing about " 100% natural fresh milk"
		Execution style(s) Rhetorical devices	Execution styles:  -Musical ( theme song)  -animated product symbol(happy cows) - Demonstration - Humorous - Fantasy Rhetorical Device:  - Overstatement: cows can't sing/ dance - Repetition
8.	Evaluation		Personally : great impression

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Item 3 :
http://idesign.vn/content/an-tuong/graphic-design/?type=1

Components			Contents
1.	Source		Convert shoes http://idesign.vn/content/an-tuong/graphic-design/?type=1
2.	Target Audience		Every viewers
3.	Medium( media)		•Printed Advertising
4.	Context		modern world society
5.	Objective		To develop the preference and the need, the desire to buy the product of consumer
6.	Message	General selling proposition	The pair of shoes have such a good friction that protects people from felling off
		Product attributes	comfortable feeling for feet  more friction so that more safe
		Customer benefits	confidence, activeness, security
		Personal values	Comfortable life Self-confidence  Self-fulfilment Personal accomplishment
7.	Message execution	Description	The picture shows a stick hand which is holding back a Converse shoe
		Execution style(s) Rhetorical devices	- Mood/images: strong image  - Humorous - Fantasy  - Overstatement: It can't be so tight   - Simile : friction as strong as someone are holding the shoes tighly
8.	Evaluation		Personally : strong impression

Reference:
(1)http://www.youtube.com/watch?v=C8DIEXibAuo&feature=related
(2)http://www.youtube.com/watch?v=1kHHkgED1uA
(3)http://idesign.vn/content/an-tuong/graphic-design/?type=1