Entry 2_Phan Thuy Linh (revised)

ENTRY 2:

Understanding advertising messages

ITEM 1:

“Volkswagen Polo Confidence” advertising.

Components			Contents
1	Source		Volkswagen Polo Confidence
2	Target Audience		Anyone who want to have a car or drive a car.
3	Medium (Media)		Broadcast on TV
4	Context		2008 in UK, Volkswagen started using new technology for the new series of cars.
5	Objectives		To introduce new product: the car Volkswagen Polo Confidence.
6	Messages	General Selling Proposition	When you sit in the car Volkswagen Polo, you will feel more confident.
		Product Attributes	The car brought drivers pleasure and comfortable place.
		Customer Benefits	To be pleasure and confident in the Volkswagen Polo Confidence car.
		Personal Values	Security, Freedom, Fun, exciting life, confident etc
7	Message Execution	Description	A dog is with it's owner loudly and proudly singing in her VW Polo, however when they are not in the Polo the dog is not so confident and shakes while meekly mumbling the song.
		Execution style(s)/ Rhetorical device(s)	- Musical - Humorous - Real Product Symbols: the real product appear in the ad.
8	Evaluation		Funny and interesting, and it is easy to attract people. However it is not convincing as it does not mention much about the features or aspects.

ITEM 2:

“Singum Doublemint” advertisement

Components			Contents
1	Source		Singum Doublemint (http://www.youtube.com/watch?v=iQ_RD8PZJi0&feature=related)
2	Target Audience		Young Adults
3	Medium (Media)		Broadcast on TV
4	Context		2009 in Vietnam
5	Objectives		To persuade people to be fearless.
6	Messages	General Selling Proposition	Singum Doublemint bring you more confidence in life.
		Product Attributes	Good taste, sweet-smelling breath
		Customer Benefits	Confident, pleasure, healthy
		Personal Values	Social acceptance, Wisdom, Self-respect, Happiness, Personal accomplishment.
7	Message Execution	Description	A guy meet a celebrity in elevator, he do not know what to say. He told himself to be confident to talk to her. After eating Doublemint, he finally have a gust to talk to her.
		Execution style(s)/ rhetorical device(s)	- Mood/Image: a man is a representative of ordinary people in society. - Musical - Real Product Symbols: the real product appear in the ad
8	Evaluation		Personally: Pretty good, the ad encourage young adults to be fearless and active. Moreover, the song in the ad has became a hit.

ITEM 3

“Nokia – Will you marry me?” Advertisement

Components			Contents
1	Source		Nokia
2	Target Audience		Everyone who use mobile phones
3	Medium (Media)		Broadcast on TV
4	Context		In Finland, at that time, mobile phones were still not popular as nowadays.
5	Objectives		Encourage people use and buy mobile phones from Nokia.
6	Messages	General Selling Proposition	With Nokia mobile phones, you can connect with everyone in any time, any place.
		Product Attributes	Provide services and products which help people keep in touch
		Customer Benefits	Be kept in touch
		Personal Values	Convenient life, Happiness, Security, Personal accomplishment.
7	Message Execution	Description	A man propose his girlfriend when he is far from her. He takes a picture of words in the sentences “Will you marry me” from that place with his Nokia phone.
		Execution style(s)/ rhetorical device(s)	- Lifestyle - Real Product Symbols: the real product appear in the ad. -
8	Evaluation		Personally: The ad was very classic and touching and I was very impressed. The slogan “Connecting people” go perfectly with the ad in this case.