Entry 2_Nguyễn Thế Tuyên(Revised)

ENTRY 2: CAPTURING ADVERTISING MESSAGES



ITEM 1: "NEW CLEAR MEN"

Components			Contents
1.	Source		Unilever
2.	Target audience		Men (especially young sport players)
3.	Medium (Media)		Broadcast on Television
4.	Context		2010- World Cup held in South Africa- tropical (hot weather) country.
5.	Objectives		To persuade men to use new clear men shampoo-Clear Cool Sport
6.	Message	General Selling Proposition	Clear Cool Sport helps people superbly play as well as enthusiastically promote sports regardless of high temperature
		Product Attributes	Active menthol not only gets rid of dandruff but also cools hair skin
		Customer Benefits	Healthy and strong hair, comfortable
		Personal Values	Comfortable life, self-confidence, excitement , sexual attraction
7.	Message Execution	Description	The ad opens with the scene Cristiano Ronaldo, a world famous football player is playing in hot weather so he is irritated by the heat and dandruff. After he wash his hair, he hits the fire ball (metaphor for the sun) and receives admiration from the audiences
		Execution Styles(s)/ Rhetorical Devices(s)	Image, musical, real product symbol Overstatement, metaphor
8.	Evaluation		Personally: exciting, good impression

ITEM 2: "LEARNING ENGLISH"

Components			Contents
1.	Source		Berlitz Corporation
2.	Target audience		All the people who are not able to understand as well as speak English clearly and accurately
3.	Medium (Media)		Broadcast
4.	Context		2006
5.	Objectives		Motivate people to register for a Berlitz’s course to learn another language (particularly English)
6.	Message	General Selling Proposition	Being unable to successfully communicate in a foreign language may lead to catastrophic disasters.
		Product Attributes	Help people with their learning English
		Customer Benefits	Improve English skills, better communication
		Personal Values	Security, Self-confidence
7.	Message Execution	Description	It opens with an experienced German Coast Guard officer a young recruit around a small room with radar and other monitoring equipment. After the older officer leaves, the young man hears his first distress call come over the radio. "Mayday, mayday!" pleads an unidentified voice in English. "Hello, can you hear us? Can you hear us? Can you (static interruption). Over... We are sinking! We are sink..." "Hello," responds the nervous young Coast Guard recruit in a thick German accent. "Zis is da German Coast Guard." "We are sinking!" cries the voice. "We're sinking!" "What," stammers the young recruit, "are you 'singing' about?" The ad then cuts instantly to a triumphant German tune and a screen that reads, "Improve your English," followed by the Berlitz logo “Language for life”
		Execution Styles(s)/ Rhetorical Devices(s)	Humorous Image, musical
8.		Evaluation	Personally: hilarious, meaningful

ITEM 3:"ENFAGROW A+"

Components			Contents
1.	Source		Mead Johnson Nutritionals
2.	Target audience		Parents who have little kids
3.	Medium (Media)		Broadcast
4.	Context		Recent years
5.	Objectives		To persuade parents to purchase Enfagrow A+
6.	Message	General Selling Proposition	If your kids drink Enfagrow A+ , they will be healthier as well as more intelligent
		Product Attributes	Ingredients :GOS, ARA,DHA… that help children better develop
		Customer Benefits	Healthy, intelligent, happy
		Personal Values	Wisdom, happiness, pleasure, self-pride
7.	Message Execution	Description	The ad begins with the scene in a class two little kids have a talk. The bigger kid asks the other why he was absent from the class the previous day. The kid replies that he was sick. Then the bigger tells about what he has learnt (some animals’ sounds). Then, the ad shows scenes that demonstrate product of Enfagrow A+.
		Execution Styles(s)/ Rhetorical Devices(s)	Image Demonstrate: the ingredients of the product, real product symbol
8.	Evaluation		Personally: good impression

REFERENCES:

1. http://www.youtube.com/watch?v=M98rtGqJe_o

2. http://www.youtube.com/watch?v=YRf9ooQ7qq8

3. http://www.youtube.com/watch?v=jFtBRB0SdIE