Entry 2 (Revision)_Hoang Thi Thu

Item 1: Knorr advertisement 

Source: http://www.youtube.com/watch?v=7dtMmkhNwy8

Components			Contents
1.	Source		Knorr Company in Vietnam
2.	Target Audience		Every viewer (especially housewives)
3.	Medium (Media)		Broadcast (TV) and Internet
4.	Context		Nowadays in Vietnam
5.	Objectives		To make people develop a liking or reference for Knorr (affective dimensions)
6.	Messages	General Selling Proposition	If you use Knorr, you’ll have good meals.
		Product Attributes	Wonderful taste, nutrition
		Customer Benefits	- Have delicious dishes for the whole family - Become a wise housewife with a happy family.
		Personal Values	Gathering, happiness, love and care, wisdom (intelligent choice)
7.	Messages Executition	Description	The ad describes a family preparing for a meal. They are singing a song to make a compliment on the delicious taste of Knorr, also on the mother’s cooking skill. The slogan “Ngọt canh xương ống, đậm đà thịt thăn”.
		Execution Style(s)/ Rhetorical Device(s)	- Musical: a merry song - Image/ Mood of a happy family - Demonstration (the effect of Knorr on cooking meals)
8.	Evaluation		Personally: impressive, funny and meaningful.

Item 2 : Vinamilk advertisement

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

Components				Contents
1	Source		Vietnam Dairy Products Joint Stock Company (Vinamilk)
2	Target audience		The public (who buy Vinamilk products)
3	Medium (Media)		Broadcast (TV) and Internet
4	Context		2008-2009 (The time when Vinamilk promoted the campaign "Free six million cups of milk for poor children")
5	Objectives		- To raise awareness among the public about the importance of milk to children  - To make people develop a liking or reference for Vinamilk -  Persuade people to buy the product to join in the campaign with Vinamilk (cognitive, affective and conative dimensions)
6	Message	General selling proposition	If you buy Vinamilk, you can help many poor children.
		Product attributes	Nutrition, tasty
		Customer benefits	- Be healthy (when drinking Vinamilk) - Have chance to make contribution to decrease the rate of malnutrition in children all over the country  - Get understanding and sympathy for others
		Personal values	Health, happiness, social acceptance, personal accomplishment.
7	Message execution	Description	The blue bottles of milk are tied into thousands of blue balloons to fly in the blue sky. The wind blows them to children in remote areas. The song “De gio cuon di” serves as the musical background of this ad. The slogan: “Vinamilk – The Vietnamese belief”.
		Execution styles Rhetorical devices	- Musical: moving - Fantasy: thousands of balloons flying in the blue sky - Slice of life: many poor children do not have milk to drink  - Image/ mood (the curiousity and happiness of the children)
8	Evaluation		Personally: very impressive and touching

Item 3 : Lifebouy soap advertisement

Source : http://www.vizeer.com/you-eat-what-you-touch-a-lifebuoy-anti-bacterial-soap-advertising-image/

Components			Contents
1.	Source		Unilever
2.	Target Audience		Every viewer
3.	Medium (Media)		Print ad (newspaper or magazine ad)
4.	Context		2009 (the campaign of Lifebouy to protect customers from dangerous germs)
5.	Objectives		- To raise people’s awareness of hand-washing hygiene  - To make people develop a liking or reference for Lifebouy soap   (cognitive and affective dimensions)
6.	Messages	General Selling Proposition	If you do not use Lifebouy, you will eat what you touch (even when it is your pet).
		Product Attributes	Anti-bacterial soap
		Customer Benefits	Keep hands clean
		Personal Values	Healthy life, wisdom, safety
7.	Messages Executition	Description	A hamster is shaped as a muffin on the table. There is a sentence “You eat what you touch” near the hamster, and the logo of Lifebouy in the upper right corner.
		Execution Style(s)/ Rhetorical Device(s)	- Image: Image of the hamster - Fantasy: a hamster cannot become a muffin
8.	Evaluation		Personally: funny, solid, creative and impressive.