Entry2_Bùi Thị Hường

                                                      Item 1: Dielac Vinamilk

Component			Contents
1.	Source		Vinamilk
2.	Target Audience		Newborn babies and children
3.	Medium(Media)		Broadcast advertising
4.	Context		Currently  in Vietnam.
5.	Objectives		To make babies and children develop their mind as well as their body perfectly( affective dimension).
6.	Messages	General Selling Proposition	Dielac Vinamilk  provides babies and children with energy for healthy living, and protects them from disease-causing substances. Especially, drinking Dielac everyday, children will be taller, more intelligent.
		Product Attributes	Good taste. DHA, Omega 3 Omega 6 and Chorine. High calcium ,Vitamins  D and C. Inulin and Oligofructose. Acids MCT and minerals. Ingredients
		Customer Benefits	Good taste. Make babies and children heathy, heathy bones. Enhance cognitive ability. Be good for the maximum development of your child’s height in the future.
		Personal Values	Wisdom, excitement, self-confidence, happy and fun life, pleasure, personal accomplishments.
7.	Message Execution	Description	The Ad begins with a mother and her newborn baby. With drinking Dielac milk everyday , Dielac helps him improve his immune system and protect his immature digestive system, and keeps him healthy and active to explore the world around him. At the same time, it also supports his digestive system in optional nutrients absorption for the complete development. And then he will be taller and more intellegent. The slogan is : Dielac milk – precious nutritional source from mother’s love.
		Execution Style(s) Rhetorial Device(s)	Real product symbol: the image of the product appears in the clip to advertise.
8.	Evaluation		Personally: Good impression.

                                             Item 2: KFC Vietnam TV Commercial

 

Component			Contents
1.	Source		Kentucky Fried Chicken
2.	Target Audience		Every viewer in Vietnam
3.	Medium(Media)		Broadcast advertising
4.	Context		Currently, in Vietnam
5.	Objectives		To make viewers develop a liking or preference for KFC. To attract comsumers to buy the product.
6.	Messages	General Selling Proposition	Pieces of delicious fried chicken certainly bring customers the first-rate brand name about foodstuff. It creates the youthfulness as well as excitement for all of people.
		Product Attributes	Good taste, attractive with pieces of crisp and tasty fried chicken.
		Customer Benefits	Good taste, nutrious, convenient Save time for cooking
		Personal Values	Pleasure, happiness, excitement, sense of belonging, self-fulfillment.
7.	Message Execution	Description	A girl buys a piece of fried chicken in a KFC shop. When she comes out of that shop, she becomes a center of attention. Everyone namely a painter, a barber, and even a girl who sits beside her darling are so attracted by good taste of KFC that they mistake everything around them is KFC and they eat them unawarely.
		Execution Style(s) Rhetorial Device(s)	Real Product Symbol: the image of product appears in the video clip. Overstatement ( everyone is attracted so much that they do not control their action). Humurous
8.	Evaluation		Personally: creative, impressive and interesting.

                                            Item 3 : Nescafe 3 in 1 “Alarm clock”

Component			Contents
1.	Source		Nescafé
2.	Target Audience		Every viewer, namely the youth
3.	Medium(Media)		Broadcast advertising
4.	Context		Currently in Vietnam
5.	Objectives		To make the youth develop a liking or reference for Nescafe. To prove its brand-name in the competion with many other coffee brandnames such as vinacafe, café G7 and Vinamilk café. To encourage customers to buy this product.
6.	Messages	General Selling Proposition	To start a new day with Nescafe, you will certainly feel relaxed and more energetic to finish work effectively.   Nescafe is very convenient for you to use whenever and everywhere and every type of weather. Everyone can enjoy Nescafe with their relatives as well as their friends.
		Product Attributes	Strong and good taste, suitable for the active and full of ambitious youth.
		Customer Benefits	Excitement and enjoyment of the good taste.
		Personal Values	Pleasure, happiness, sense of belonging, self-fulfilment.
7.	Message Execution	Description	Three people get up in the morning. Nescafe is like an alarm clock which wakes them up and provides them much energy and  enthusiasm to start a sucessful new day.
		Execution Style(s) Rhetorial Device(s)	Real product Symbol: the image of the product in the video clip. Simile: a box of Nescafe – an alarm clock
8.	Evaluation		Personally: good and interesting impression.

 References:

http://www.youtube.com/watch?v=VTVVL7yHkZ8&feature=related

http://www.youtube.com/watch?v=Udeo2GYcqIw&feature=related

http://www.youtube.com/watch?v=HwPk9AFVJkg&feature=related