Entry 2
Understanding advertising messages
Item 1. “X-Men” advertisement
Components
|
Contents
| ||
1
|
Source
|
International Consumer Products Corporation- ICP).
| |
2
|
Target Audience
|
Men who are using shampoo for women and women who usually custom it for their husbands, boyfriends, etc.
| |
3
|
Medium( Media)
|
Broadcast on TV
| |
4
|
Context
|
Before 2003, most of customers used kinds of shampoo without being aware of that they are only producted for women in reality. Men rarely buy their own shampoos and women played a decisive role in this.
| |
5
|
Objectives
|
Introduce the product and create the need of using shampoo for men
| |
6
|
Message
|
General selling
proposition
|
To be a real man, let’s use shampoo for their own.
|
Product attributes
|
Original , noble perfumes
| ||
Customer benefits
|
Dandruff treatment
| ||
Personal values
|
Pleasure, social acceptance, self-confident, comfortable, self- fulfillment
| ||
7
|
Message execution
|
Description
|
At the beginning, there is a man shampooing and using X-man then he picks a girl at the airport. When he goes to there, she is being chased by a gang. The man is unhesitated to rush in a danger to save the girl. In the end, he rescued her from pursuing.
|
Execution style(s)
Rhetorical device(s)
|
Image / mood: the handsome, manly , powerful man ( acted by Alexandre Scaquette, a famous Brazilian model) with spectacular brave action to rescue the beautiful girl attracts many women. Most men want to become like this.
Logo X-men in the end of advertisement suggests people of this product that can bring them what they want
| ||
8
|
Evaluation
|
Low advertising cost, great profit
| |
Item 2. “Comfort fabric conditioner ” advertisement
Components
|
Contents
| ||
1
|
Source
|
Unilever
| |
2
|
Target Audience
|
All people
| |
3
|
Medium( Media)
|
Broadcast on TV
| |
4
|
Context
|
Modern society
| |
5
|
Objectives
|
Meet the changing needs of consumers, keeps innovating and introducing new products to the market.
| |
6
|
Message
|
General selling
proposition
|
Care for their loved one even in the smallest things they do.
|
Product attributes
|
Offers a variety of well-loved fragrances such as rose, Lily, Huong Ban Ma, long-lasting freshness
| ||
Customer benefits
|
Offering softness and long-lasting freshness, safe for sensitive skin, save time
Helps your clothes breathe Helps protect the colours of clothes Helps keeps clothes looking newer for longer Speeds drying of clothes Helps make ironing easier | ||
Personal values
|
Feeling fresh and active the whole day long
Brighten your mood and lift your spirits
Innocent pleasures
| ||
7
|
Message execution
|
Description
|
Andy and Lili is in a hurry to a press but Andy’ body is covered full of soap bubbles. Lili takes him a Comfort bottle to soften his clothes. In a moment, they appear in a good mood with many other journalists‘ own eyes.
|
Execution style(s)
Rhetorical device(s)
|
Scientific ,Image/Mood
This advertisement is one of the popular stories in a series of Comfort’s advertisements about the fragrance angel family that is the unique property of the Comfort brand in Vietnam. It has been loved by many people, especially children
| ||
8
|
Evaluation
|
It is considered as one of the most impressive advertisements at that time
| |
Link: http://www.youtube.com/watch?v=D9206WuJEy0
Link:http://www.youtube.com/watch?v=QVbonYfotJ0&feature=related
Item 1. “Sai Gon Special” advertisement
Components
|
Contents
| ||
1
|
Source
|
Sabeco company
| |
2
|
Target Audience
|
For customers who is young, active, and successful in the life
| |
3
|
Medium( Media)
|
Broadcast on TV
| |
4
|
Context
|
In Vietnam
| |
5
|
Objectives
|
To introduce a new product(cognitive, affective dimensions)
| |
6
|
Message
|
General selling
proposition
|
Slogan: maybe you are not tall but every have to appreciate. Be proud of be Vietnamese, be yourself
Sai Gon beer is for Vietnamese.
|
Product attributes
|
100% malt, unique taste
| ||
Customer benefits
|
Enjoy good taste, better in cold condition
No headache
| ||
Personal values
|
Pleasure, social acceptance, respect
| ||
7
|
Message execution
|
Description
|
A Special Sai Gon beer green bottle is seen from different angles. The shape of bottle quite shorter than others’
|
Execution style(s)
Rhetorical device(s)
|
Image : shape of bottle is like figure of Vietnamese
Musical
Fantasy
| ||
8
|
Evaluation
|
A well-known slogan
| |
Link:http://www.youtube.com/watch?v=QVbonYfotJ0&feature=related
I see that you should improve your entry more. You should present your ideals in the table and upload your advertising video that make the readers easy to follow.
Trả lờiXóaPlease upload your videos!
Trả lờiXóaI agree with Hue and Huyen. You should upload your videos and make your entry clearer in order that it is easy for everyone to follow and comment, not only post your sources.
Trả lờiXóai think there are some troubles when she upload her entry
Trả lờiXóai see your effort,and I have some comments for you:
Trả lờiXóain the item 1:I think target audience is men, who want to attract other women
- personal values should include sexual attraction
- rhetorical devices: overstatement(the strength of the man)
In the item 2: -objectives, not only introducing but also persuading people to buy the product
-i don't see "Speeds drying of clothes and
Helps make ironing easier" in the video
- executive styles:musical, demonstration
I think you shouldn't add some new information from your point of view: no headache
I agree with lien.I thinks you try better than before.however, i thinks you should display your entry more clear and specific.it is easy to follow.
Trả lờiXóawhy don't you upload your advertising video that make the readers easy to follow?
Trả lờiXóaI can see your effort but you didn't analyze siwftly to make us comprehence more slogan of these advertisemets
you should consider Lien's comments.I agree with her ideas
I hope you will do well next entry
good luck.
Nhận xét này đã bị tác giả xóa.
Trả lờiXóaIn terms of entry’s display, I am in complete agreement with all above constructive comments that you had better organize your ideas in a format of tables as well as upload your video files.
Trả lờiXóaWith regard to the content, I see your remarkable efforts to complete this assignment. Despite of the fact that there is no video for your three items, I am able to get the messages that each ad conveys thanks to your comprehensive descriptions and analyses. Nonetheless, I would like to give some more personal opinions in detail:
Item 1:
Target audience: men (especially young adults)
Personal values: should include sexual attraction, and use parallel structure self-confidence, comfortable life instead of “self-confident, comfortable”
Rhetorical devices: overstatement
Execution styles: Real product symbol, musical
Evaluation: I am convinced that your evaluation is entirely subjective “Low advertising cost, great profit”.
Item 2:
Personal values: comfortable life, happiness
Execution style(s)
Rhetorical device(s): I do not think it uses scientific, instead, it uses real product symbol
Evaluation: I think “good impression” is enough
Item 3:
Execution style(s): should add real product symbol
I do not think that the shape of the beer bottle “is like figure of Vietnamese”
Try your best for the next entry!
some comments for you:
Trả lờiXóa+ The first item:
- Customer benefits:
"Dandruff treatment"-it does not mention
buying this, product you will have chance to have valuable things
- Personal values: you should add "Sexual attraction and Wisdom"
- I don't agree on your evaluation
+ The third item:
- Target Audience: I don't agree with you:
"For customers who is young, active, and successful in the life"--> I think "men in general"
- Objectives: it is not "To introduce a new product"
in my opinion, i think there are many things you need to pay attention to. The first one is the format of the entry. You had better insert tables and put the words into them to make your entry easy to follow.
Trả lờiXóaAnd the second thing is about the content of the entry. about this, i think i agree with Tuyen.
Hope that you will reconsider these things and can do better next time ^^
Thank for your comments.there is a misteke when i posted this writing.and i have some ideas:
Trả lờiXóa-item 1:when X-men are appeared, this is the first time a shampoo product is aimed at only men introducted.this is a new wisdom strategy of this company while competition with other companies is fierce.
- item 3: may be i expressed in a wrong way however the author of this advertisement said that shape of this botle really made him to associate to Vietnamese human form.
+ for target audience,it is obvious that all people can drink it, however,the main objective of the producer is just successful people who want to affirm himself
generally, your entry is quite good because of your video that you presented with your entry. I like it however it is very slow, make people spend lots of time to read it
Trả lờiXóa