Entry 2_ Nguyen Thi Trang

Entry 2: Capturing the message

Item 1: “Wrigle Double mint” advertisement:

Components			Contents
1.	Source		Wrigle Double mint Vietnam (http://www.youtube.com/watch?v=iQ_RD8PZJi0)
2.	Target audience		Youngsters
3.	Medium( media)		Broadcast on TV
4.	Context		In Vietnam, in 2009, when Ngo Thanh Van were famous for some films such as “The rebel”, “Clash”
5.	Objectives		To make viewers develop a liking or  preference for Double mint gum ( affective dimension)
6.	Messages	General selling proposition	If you use Double mint gum, you will have fresh breath and feel more confident to do something you do not dare to do before.
		Product attributes	Good taste, a cure for lack of confidence
		Customer benefits	Fresh breath
		Personal values	More confidence, social attract and respect
7.	Message execution	Description	When a man is in an elevator, a beautiful girl walks into there and stands by his side. He recognizes that she is a famous person, so he is so confused and embarrassed that he does not dare to say “hi” with the girl. Then he chews a double mint gum, his fresh breath attracts the girl. When the door of the elevator opens, many journalists stand there to wait the girl, he is confident and his fresh breath make all people feel excited. The slogan is that: “more confident, closer together”.
		Execution styles Rhetorical devices	Musical: the merry song (“a beautiful day”) serves as the musical background of advertisement. Life style/ images: all characters are young. Antithesis: a famous beautiful girl vs an ordinary unattractive man. Image: the menthol leaves, which the man breathes out stand for fresh breath.
8.	Evaluation		Personally: good impression on youthfulness and joyfulness of advertisement.

Item 2: “KFC Vietnam” advertisement

Components			Contents
1.	Source		KFC Vietnam (http://www.youtube.com/watch?v=K1kOcM4EcQc&NR=1)
2.	Target audience		Every viewers (especially who often go out for meal)
3.	Medium( media)		Broadcast on TV
4.	Context		In Vietnam, in 2009, when fast food has not been popular yet, Vietnamese people are used to eating in small open restaurants on the pavement.
5.	Objectives		Create the need to enjoy meal comfortably and quickly in a new way and KFC fast food can met that demand (cognitive, affective, and conative dimensions)
6.	Messages	General selling proposition	If you eat fast food in KFC‘s restaurant, you will have good meals comfortably.
		Product attributes	Good taste, cheap cost, convenient services.
		Customer benefits	Enjoyment of good meal without any troubles, saving money
		Personal values	Wisdom, comfort, excitement, happiness.
7.	Message execution	Description	When a man starts his meal in a small open restaurant on the pavement, he is disturbed by chasing restaurant of police. Then he chooses to have meal in KFC’s restaurant, he is completely happy, excited without worrying any troubles.
		Execution style Rhetorical devices	Real product symbols: the images of product appears in advertisement. Humorous: - the man’s meal is taken, he only realizes that when he looks down.                   - When the man is having meal in restaurant, people are being chased by police outside. Overstatement
8.	Evaluation		Personally: good impression

Item 3: “WMF Grand Gourmet knife” advertisement:

Components			Contents
1.	Source		WMF company (http://creativecriminals.com/tag/knives/)
2.	Target audience		Every people (especially who often cook meal)
3.	Medium( media)		Printed ad (on newspaper or magazine)
4.	Context		In Germany, nowadays
5.	Objectives		To make people develop a liking or preference for the product (affective dimension) To persuade people buy the product (persuasive-conative dimension)
6.	Messages	General selling proposition	If you use WMF Grand Gourmet knife, you can cut anything.
		Product attributes	High-grade special steel, fit and hygienic handle
		Customer benefits	Cutting everything even hard like chopping-board
		Personal values	Wisdom, comfort
7.	Message execution	Description	A chopped carrot is on chopped board. The WMF Grand Gourmet knife does not only cut the carrot but also the cutting board on which it is placed. The slogan “sharper than you think: The WMF Grand Gourmet knife with Damasteel blade” is in a simple font type at the end of the ad. A mall logo of company is put at the right of the ad.
		Execution style Rhetorical devices	Real product symbol: the image of product at the end of the ad on the right side. Overstatement: actually, the knife is not sharp enough to cut the board like that
8.	Evaluation		Personally: it makes viewers impress, however, the ad uses photoshop, so it looks unreal and less convincing.

References:

1. http://www.youtube.com/watch?v=iQ_RD8PZJi0

2. http://www.youtube.com/watch?v=K1kOcM4EcQc&NR=1

3. http://creativecriminals.com/tag/knives/