| Components | Content | ||
| 1 | Source | Nokia Corporation in Vietnam | |
| 2 | Target Audience | Youngsters | |
| 3 | Medium (Media) | Interactive Ad (Internet) | |
| 4 | Context | Recently (2009) in “movie in your hand” program with Vu Ngoc Dang in Vietnam (Điện ảnh trong tầm tay) | |
| 5 | Objective | To introduce a new product (Cognitive and effective dimension) | |
| 6 |
Messages | General Selling Proposition | If you use Nokia N8, you can feel lively like the fact |
| Product attributes | Touch phone, easy to use, full of functions | ||
| Customer benefits | Mobile phone To discover many new and valuable things To be confident to express yourself Sexual attraction | ||
| Personal values | Pleasure, happiness, mature love, wisdom, romance | ||
| 7 | Message execution | Description | A boy is waiting for bus in bus station. He is listening to music by Nokia N8 mobile phone and very funny. Later, a beautiful and lovely girl comes there and sits down to wait bus. He fells in love immediately. He looks at admire herself but she ignores him and reads book. He uses his mobile to take her paragraph. After that, he looks and slides these paragraphs up and down. She feels the wind is blowing. He smiles and zooms in her imagine and touch in her cheek. She suddenly feels someone touch her cheek and look at him. He surprised and presses 2 musical notes in her imagine. Unexpected, she sings a melody. He discovers that what he did in her photograph, she can feel all. At one, he put a heart in her imagine but she has no reaction. He is disappointed but after that she glances at him and smile herself. He is very funny and put a lot of hearts in her imagine. Right away, she sits next to him and fists his hand. They are hand in hand. |
| Execution style(s)/ Rhetorical style(s) | Lifestyle and imagine: The imagine of two attractive urban young people and their lifestyle are used to advertise the product Musical: the music is funny and romantic Scientific: Nokia N8 mobile phone includes many high qualities | ||
| 8 | Evaluation | Personally: good relationship | |
| Components | Content | |||
| 1 | Source | Dynakids vitamins | ||
| 2 | Target audience | Kids | ||
| 3 | Medium (media) | Print ad (newspaper or magazine) | ||
| 4 | Context | Recently (2006) when almost parents are serious about their kids’ health and they all want them to be stronger | ||
| 5 | Objective | To introduce a new product (cognitive and affective dimension) | ||
| 6 |
Messages | General Selling Proposition | If you use dynakids vitamins. You will be stronger | |
| Product Attributes | Vitamin | |||
| Customer benefits | Healthy | |||
| Personal values | Wisdom, strong | |||
| 7 | Message execution | Description | Two kids are playing baseball. But the ball is the plane. | |
| Executive style(s)/ Rhetorical device(s) | Fantasy: Two kids are playing baseball look like two angels with power. Imagine: The lovely imagine of the kids is used to communicate the effect of eating dynakids vitamins. Overstatement Scientific | |||
| 8 | Evaluation | Personally:Good impression | ||
| Component | Content | ||
| 1 | Source | Nutri Balance | |
| 2 | Target Audience | All people have animals (dogs) | |
| 3 | Medium (media) | Print ad (newspaper or magazine) | |
| 4 | Context | Recently (2009) when people are caring for animal. They love them and want them have best things | |
| 5 | Objective | To introduce a new product (cognitive and affective dimension) | |
| 6 |
Messages | General Selling Promotion | If you buy Nutri Balance for you dog, it will be more intelligent and better |
| Product attribute | All the vitamins | ||
| Customer benefits | Wisdom | ||
| Personal values | Wisdom | ||
| 7 | Message Execution | Description | There is a couple. The husband is an officer. He is always from home. The wife stays at home and she has a lover. One day, they make a date in her bedroom. Her husband suddenly comes back home and her lover has to hide himself behind the window curtain. The wife has a dog and it betrays his boss. It enters the bedroom and pulls at the window curtain and the lover’s feet are disclosed. Consequently, the husband finds out his wife’s lover. The slogan “Bad food, bad dog” |
| Execution Style(s)/ Rhetorical Device(s) | Imagine Slice of style | ||
| 8 | Evaluation | It is the bad dog for the wife but it is a good dog for the husband. Good impression | |
http://www.cherryflava.com/cherryflava/2006/07/take-your-vitamins.html
http://adsoftheworld.com/media/print/nutri_balance_husband
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