Critical Thinking
Entry 2
Understanding advertising message
Item1: “Tuong An cooking Oil” advertisement
Components | Contents | ||
1. | Source | Tuong An Vegetable Oil Joint-Stock Company | |
2. | Target Audience | Every viewer( especially cooks) | |
3. | Medium (Media) | Broadcast (TV) and Internet | |
4. | Context | In the 1980s, Tuong An cooking oil was introduced to the public. | |
5. | Objectives | Make viewers develop liking or preference for cooking oil and use this product (affective dimension) | |
6. | Messages | General Selling proposition | If you use Tuong An Cooking Oil to cook dishes, they’ll taste delicious and you’ll have nutritious meals and good health |
Product Attributes | Good for health, high quality, Wonderful taste, nutrition | ||
Customer Benefits | Enjoy delicious and nutritious meals , have good health | ||
Personal Value | · Healthiness · wisdom · pleasure · happiness | ||
7. | Message execution | Description | Many dishes become more delicious and nutritious with Tuong An cooking oil. A lot of people enjoy buying the product. The slogan is that: “Dầu ăn tốt hiểu món ăn ngon” |
Execution Styles/ Rhetorical Devices | · Mood/image: delicious dishes with cooking oil | ||
8. | Evaluation | Personally: good impression, great success | |
Item2 : “ Yomost “ advertisement
Components | Contents | ||
1. | Source | Yomost (of Dutch Lady) | |
2. | Target Audience | Every viewer( especially the youth ) | |
3. | Medium (Media) | Broadcast (TV) and Internet | |
4. | Context | In the late1990s , Yomost of Ducth Lady was introduced popularly in Vietnam | |
5. | Objectives | Make people, particular the youth, build up the liking or preference for Yomost (affective dimension) | |
6. | Messages | General Selling proposition | If you drink Yomost, you will become more active and powerful |
Product Attributes | Good taste | ||
Customer Benefits | Enjoyment of good taste and activeness | ||
Personal Value | · energy and activeness · exciting life · sexual attraction · happiness | ||
7. | Message execution | Description | Many boys and girls are playing volleyball on the sand; they are very cheerful, active, and energetic when drinking Yomost. The slogan is that : “ Đó là một cảm giác rất Yomost” |
Execution Styles/ Rhetorical Devices | · Musical · Lifestyle: interesting out-door activity · Image or mood : active and young people · Humorous | ||
8. | Evaluation | Personally: good impression on youthfulness and joyfulness of advertisement. | |
Item3 : “ Pepsi“ advertisement
Components | Contents | ||
1. | Source | Pepsi (of PepsiCo) | |
2. | Target Audience | Young viewers | |
3. | Medium (Media) | Internet | |
4. | Context | In the later 1970s when the King of Pop- Michael Jackson was young and really famous for dancing , he was invited to introduce Pepsi by Don Kendall – the leader of PepsiCo company. | |
5. | Objectives | Make the youth interested in liking or preference for Pepsi (affective dimension) | |
6. | Messages | General Selling proposition | You will become excellent and wonderful like Michael Jackson as drinking Pepsi. |
Product Attributes | good taste | ||
Customer Benefits | Enjoyment of good taste and animation | ||
Personal Value | · Energy , · Social attractiveness, · Exciting life. · Happiness · Pleasure | ||
7. | Message execution | Description | A group of children and youth including Michael Jackson are drinking Pepsi and dancing with lively music on the street together The slogan is that : “ Pepsi The choice of a new generation” |
Execution Styles/ Rhetorical Devices | · Musical: Michael Jackson sings the song “Pepsi-Cola Hits The Spot” with funny and lively tune for Pepsi Advertising · Lifestyle: interesting dance, animated life · Mood or image: a pop star- Michael Jackson , who dances very beautifully after drinking Pepsi · Humorous: group of children and Michael Jackson ‘s scene dances on the street lively. | ||
8. | Evaluation | Personally: extremely interesting and attractive | |
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