Critical Thinking
Entry 2
Understanding advertising message
Item1: “Tuong An cooking Oil” advertisement
Components | Contents | ||
1. | Source | Tuong An cooking Oil | |
2. | Target Audience | Every viewer | |
3. | Medium (Media) | Television | |
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 and conative dimension) | |
6. | Messages | General Selling proposition | You should buy Tuong An Cooking Oil to have nutritious meals and good health |
Product Attributes | Good for health, high quality, nutritious, good taste | ||
Customer Benefits | Enjoy delicious and nutritious meals , have good health | ||
Personal Value | Enjoyment of meals, healthiness | ||
7. | Message execution | Description | Many dishes become more delicious and nutritious with Tuong An cooking oil. A lot of people enjoy buying the product |
Execution Styles/ Rhetorical Devices | Mood/image: delicious dishes with cooking oil Fantasy | ||
8. | Evaluation | Personally: good impression, great success | |
Item2 : “ Yomost “ advertisement
Components | Contents | ||
1. | Source | Yomost | |
2. | Target Audience | Young people | |
3. | Medium (Media) | Television | |
4. | Context | Unclear | |
5. | Objectives | Make viewers develop 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 | Friendship, energy and activeness | ||
7. | Message execution | Description | Many boys and girls are playing volleyball on the sand; they are very cheerful, active, and energetic when drinking Yomost. |
Execution Styles/ Rhetorical Devices | Fantasy , musical, Lifestyle: interesting activity out-door | ||
8. | Evaluation | Personally: very interesting and impressive | |
Item3 : “ Pepsi“ advertisement
Components | Contents | ||
1. | Source | Pepsi | |
2. | Target Audience | Young viewers | |
3. | Medium (Media) | Web | |
4. | Context | In the later 1970s when Michael Jackson was young and really famous for dancing | |
5. | Objectives | Create liking for Pepsi (affective dimension) | |
6. | Messages | General Selling proposition | You will become excellent and wonderful like Michael Jackson when enjoying Pepsi |
Product Attributes | good taste | ||
Customer Benefits | Enjoyment of good taste and animation | ||
Personal Value | Attraction, Energy, activeness and youth | ||
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 |
Execution Styles/ Rhetorical Devices | Fantasy , musical, Lifestyle: interesting dance, animated life | ||
8. | Evaluation | Personally: extremely interesting and attractive | |
hihi. I have watched these ads since I was a child but at that time, I don't know their meanings. Thank for your analysing
Trả lờiXóaIn general, your entry is quite good. Here are my comments:
Trả lờiXóaItem 1:
- Objectives: Using Tuong An cooking oil helps you have delicious and nutrious meals. (affective dimension)
- Message:
+ Personal values: wisdom, pleasure
Item 2:
- Message:
+ Personal values: exciting life, happiness, excitement
Item 3:
- Message: social attractiveness, exciting life
Thanks for your entry!
You've chose very nice items. I love the last one most. :D
Trả lờiXóai have some suggestion for you.
Firstly, i think you should pay attention to the slogans of these ads, because they are the messages that companies want to send to the audiences. Ypu can add these slogan in the description.
- Item 1: "Dầu ăn tốt hiểu món ăn ngon"
- Item 2: "Đó là một cảm giác rất Yomost". Anyway, i'm really interested in this slogan. I think this is a very successful slogan because it provokes the curiosity of the audiences. There are so many sensation, so what does the Yomost sensation like? very attractive!
- Item 3: "Pepsi The choice of a new generation"
Secondly, I think it would be better if you make the sources more specific.
For examples:
- Item 1: Tuong An Vegetable Oil Joint-Stock Company.
- Item 2: Yomost (of Dutch Lady)
Item 3: Pepsi (of PepsiCo)
And one more thing is for the Execution Styles/
Rhetorical Devices in item 2, i think it also includes Image/mood: dynamic and happy state (of the young people)