Entry 2_Phạm Thị Hòa (Revision)

Entry 2: Understanding advertising messages 

Item 1: Vinamilk Vietnam 2011

Components			Contents
1.	Source		Vinamilk
2.	Target audience		children
3.	Medium (Media)		Broadcast advertising
4.	Context		2011 in Vietnam
5.	Objectives		To make children develop the preference for Vinamilk (affective dimension)
6.	Message	General Selling Proposition	Drinking Vinamilk, children will be more intelligent, taller, enhance their eyesight and have a bright future.
		Product Attributes	·      Good taste ·      Supplement of micro-elements such as aluminum, magnesium, calcium, D3 vitamin… ·      ADM+ Formula
		Customer Benefits	Healthy, tall, enhance eyesight, intelligent
		Personal Values	Excitement, intelligence, happy and exciting life, self-confidence, personal accomplishment.
7.	Message Execution	Description	·      The ad begins with a scene of three little boys and an animated cow playing basketball in a ground. One of those children is taller and better at playing than the two others, and he is also very intelligent. ·      A cheerful song is given as the musical background of the ad. The slogan: “Sáng tầm nhìn, cao tầm với”
		Execution Styles(s)/ Rhetorical Devices(s)	·      Real Product Symbols: the image of the product appears in the video clip to advertise ·      Musical ·      Demonstration ·      Spokes-person ·      Fantasy ·      Humorous
8.	Evaluation		Personally: good impression.

Item 2: “Dế mèn” Cereal Nutrition

Components			Contents
1.	Source		Vina Café BH
2.	Target audience		Children
3.	Medium (Media)		Broadcast Advertising
4.	Context		In early 2005 in Vietnam, when transforming from state companies into joint stock one, Vinacafé BH has developed a new product - "Dế Mèn" grain nutrition from the ground of a similar successful product on the market, as a long-term business strategy
5.	Objectives		Make people, particularly children, build up the liking for the cereal nutrition (affective dimension)
6.	Message	General Selling Proposition	If you use this Cereal Nutrition, you will be healthy, intelligent, fast and especially admired by others.
		Product Attributes	·      Good taste ·      Supplement of micro-elements such as ironies, calcium, zirconium, vitamins such as A, B, D, C, E ·      DHA and EPA formula
		Customer Benefits	Healthy, healthy bones, healthy teeth, good eyesight, brain development, intelligent, fast
		Personal Values	Wisdom, self-confidence, social acceptance,  excitement, happiness, creativeness, personal accomplishment
7.	Message Execution	Description	·         The ad opens by a scene of animals’ young-talent competition. Among the candidates, House-cricket is the most prominent.    ·         The background music is a funny and merry song
		Execution Styles(s)/ Rhetorical Devices(s)	·         Musical ·         Real Product Symbols: the image of the product appears in the video clip to advertise ·         Fantasy
8.	Evaluation		Personally: good impression

Item 3: Wrigley Doublemint gum

Components			Contents
1.	Source		Wrigley Doublemint
2.	Target audience		Youngsters
3.	Medium (Media)		Broadcast advertising
4.	Context		In 2008 in America to  introduce a thinner Plen-T-Pack package of Wrigley Doublemint
5.	Objectives		Make the youth interested in the chewing gum (affective dimension)
6.	Message	General Selling Proposition	Using Doublemint gum will double your pleasure, and double your fun
		Product Attributes	Slim pack Good taste
		Customer Benefits	Good breath, white teeth, fresh breath
		Personal Values	Self-respect, pleasure, fun, freedom, happiness
7.	Message Execution	Description	The as is advertised by Chris Brown, a famous American R&B star. He appears in dancing scenery with the background music of his own hit song named “Forever”.
		Execution Styles(s)/ Rhetorical Devices(s)	·      Real Product Symbols: the image of the product appears in the video clip to advertise ·      Musical ·      Demonstration ·      Mood or image: a R&B star, who is very happy to use the sing gum
8.	Evaluation		·      Personally: good impression ·      Background knowledge: At first, with his fame and a huge amount of fans, Chris brought Wrigley Doublemint a great profit. However, on February 9, 2009, after assaulting his girlfriend- Rhianna, and being arrested, his ad was pulled.

REFERENCE LIST:

1.http://www.youtube.com/watch?v=zhioM5FWK5A

2. http://www.youtube.com/watch?v=Nd5-12kVisI

3. http://www.youtube.com/watch?v=enJbXlb4zqo

4. http://www.vinacafebienhoa.com/index.php?module=news&function=detail&group_id=3&id=81

5. http://en.wikipedia.org/wiki/Doublemint