Entry 2_ Đỗ Thị An.Revision

Entry 2: Understanding advertising messages

Item 1: “Samsung 2 view digital camera” advertisement

Components			Contents
1.	Source		Samsung digital camera
2.	Target Audience		Young customer
3.	Medium (Media)		Broadcast on TV
4.	Context		In 2011
5.	Objectives		To develop the preference and the need, the desire to buy the product of consumer (affective and conative dimension)
6.	Messages	General selling proposition	Without this smart camera, your single life will be more lonely and boring than ever.
		Product Attributes	Modern technology with 2 view range feature, a front LCD screen as well as the main LCD display on the back of camera
		Customer Benefits	Take photos using the front image as a guide with perfectly framed pictures
		Personal Values	Fun, exciting life
7.	Message Execution	Description	A young woman, named Jecma, is going for a walk. There are too many happy and romantic couples around her, which makes her feel quite lonely and bored. Therefore, she decides to use her camera to take some pictures. She starts to pose as if she is kissing someone, holding someone’s hand. The interesting thing is that all of girls of those couples Jecma had met few hours before get angry and hit their boy friends when they see Jecma’s picture in her face book. In those photos, they see Jecma and their boy friends are having sweet gesture. In fact, all is due to that smart digital camera.
		Execution Styles(s) / Rhetorical Devices(s)	Humorous, Musical Life style: the single life Real product symbol: the image of product appears in the advertising video clip
8.	Evaluation		Greet success: This advertisement is so interesting that it can attract the customer’s attention, make them feel like this wonderful camera and raise the demand to buy it

Item 2: “Rexona” advertisment

Components			Contents
1.	Source		Rexona – Unilever
2.	Target Audience		Women
3.	Medium (Media)		Broadcast on Television
4.	Context		Nowadays
5.	Objectives		Create the preference and the need to buy this product (conative dimension)
6.	Messages	General selling proposition	If your body has bad deodorant, you may failure in love
		Product Attributes	“ body responsive” method
		Customer Benefits	24 hours protection, anti- perspiring deodorant
		Personal Values	Passion, sexual attraction
7.	Message Execution	Description	As arrangement of fate, a beautiful girl meets a handsome boy. They seem to love each other at the first sight. However, it is the bad deodorant in the girl’s body that makes the boy keep out of her hug. The boy gives her a Rexona roll on purpose. She feels so shy and keeps using this roll every day. An another day, when they go in the street, “ the hand of fate”, once more time, appeared to help them find each other in a new status
		Execution Styles(s) / Rhetorical Devices(s)	Humorous Spokes- person: A man retells the process of the situation in this advertisement. The real product symbol: the image of product appears in the advertising video clip
8.	Evaluation		Personally, good impression!!

Item 3: “Atila Elizabeth EFI” advertisement

Components			Contents
1.	Source		Atila – SYM Vietnam
2.	Target Audience		youngsters
3.	Medium (Media)		Broadcast on television
4.	Context		In 2010, in Paris, France
5.	Objectives		To make viewers develop a liking or preference for this product and give them strong feeling with it (affective dimension)
6.	Messages	General selling proposition	Atila Elizabeth is a good companion in the long roads, a witness of love
		Product Attributes	Electronic fuel injection system luxurious design, fashionable colors
		Customer Benefits	Fuel efficiency luxurious and fashionable Give more emotion
		Personal Values	Romantic love, happiness
7.	Message Execution	Description	Ø A Vietnamese woman has strong feeling with a French man when she first met him in Paris. Therefore, she tried to learn French to be able to communicate with him. Atila Elizabeth is the unique witness for her effort. One day, they met each other in the street. The impressing thing is that The woman is in white Atila motto, and the man is in the black one. Before the girl said “bonjour”, the man had used Vietnamese to say hello with her. She is quite moving. Finally, they become a happy couple like their two motobicycles. Ø The romantic rhythm of a song is given as the musical background of the ad
		Execution Styles(s) / Rhetorical Devices(s)	Romantic Musical Real product symbols: the image of product appears in the advertising video clip, especially the symbol of the “ EFI” key.
8.	Evaluation		Personally: quite moving and full of emotion. A romantic and efficient advertisement!

Reference:

http://www.youtube.com/watch?v=EJBS2GuxuUw

http://www.youtube.com/watch?v=bnw2tzm4n-A

http://www.youtube.com/watch?v=xk8ZcyRIxLk