Item 1: Malboro Advertisement
| Component | Contents | ||
| 1 | Source | Marlboro | |
| 2 | Target audience | Male consumers | |
| 3 | Medium (Media) | Printed advertising (magazine or newspaper) | |
| 4 | Context | In 1985 in the America | |
| 5 | Objectives | To persuade men to use Marlboro cigarettes (affective dimension) | |
| 6 |
Messages | General Selling Proposition | Men who smoke cigarettes, like Marlboro man, will be rugged, adventurous and independent. |
| Product Attributes | The American cigarette with cool or heavy taste | ||
| Customer Benefit | Masculinity | ||
| Personal Values | Pleasure, self-reliance, freedom, virility, independence | ||
| 7 |
Message Execution | Description | A rough-looking cowboy accompanies with only a handsome horse and a cigarette on a broad pasture. |
| Execution Style(s)/
| Mood/ Image: the man in the ad is an image of a western cowboy who is brave and persevering. He is a model of all men in the world and also the symbol of the America. Lifestyle: The cowboy represents a type of lifestyle in America. | ||
| Rhetorical Device(s) | Symbol: the man can invoke the image of the American symbol (cowboy). | ||
| 8 | Evaluation | Great success: bring great profit to the company Background knowledge: make Marlboro become the number one tobacco brand in the world. The Marlboro cigarettes are not only selling the male identity but also the American identity. | |
Item 2: Rexona advertisement
| Component | Contents | ||
| 1 | Source | Ulinever | |
| 2 | Target audience | Female consumers | |
| 3 | Medium (Media) | Broadcast advertising (on TV) | |
| 4 | Context | Current society in England | |
| 5 | Objectives | To offer protection against wetness and odor in the area under arms (affective dimension) | |
| 6 |
Messages | General Selling Proposition | If women use Rexona, it can gives them the great antiperspirant and deodorant efficacy. |
| Product Attributes | Cosmetic | ||
| Customer Benefit | Removal of an unpleasant smell of armpits | ||
| Personal Values | Sexual attraction, self-confidence, mature love | ||
| 7 |
Message Execution | Description | A woman slips on a banana skin, so her bag is thrown out. It is dropped on a skateboard and run away. The woman runs after it; the skateboard stops in front of a house and it makes the bag fall into the hands of one man. The woman and the man see and have a liking for each other. However, the smelly armpits of the woman make the man feel uncomfortable. |
| Execution Style(s)/ Rhetorical Device(s) | Mood/ Image Humorous
| ||
| 8 | Evaluation | Personally: very funny and impressive | |
Item 3: Ensure Gold advertisement
| Component | Contents | ||
| 1 | Source | Ensure Gold | |
| 2 | Target audience | The old, especially from the age of fiftieth | |
| 3 | Medium (Media) | Broadcast advertising (television) | |
| 4 | Context | Current society in America | |
| 5 | Objectives | To introduce New Ensure Gold with nutrisure system (affective dimension) | |
| 6 |
Messages | General Selling Proposition | Using this product makes the old healthy. |
| Product Attributes | Vitamins, minerals, calcium, folic acid and zinc | ||
| Customer Benefit | Healthy digestion, bones, immunity and heart | ||
| Personal Values | Wisdom, healthy lifestyle | ||
| 7 |
Message Execution | Description | A 62-year-old says that Ensure Gold makes him healthy. Next, an expert explains these nutrients and theirs benefits to health of the old. The old man is playing tennis with his son and it proves that he is still strong to play that game and even win his son. |
| Execution Style(s)/ Rhetorical Device(s) | Mood/ Image Lifestyle Demonstration: The ad shows the result of using Ensure Gold.
| ||
| 8 | Evaluation | Personally: impressive and interesting | |
References:
1. http://vintage-original-ads.com/Pictures/displayimage.php?pid=433
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