Item 1: Canxi King
| Components | Contents | ||
| 1. | Source | Canxi King | |
| 2. | Target audience | Children | |
| 3. | Medium (Media) | Broadcast Advertising | |
| 4. | Context | In Viet Nam | |
| Objectives | Make children develop the preference for Canxi King | ||
| 6. | Message | General Selling Proposition | Canxi king helps children reduce malnutrition, enhance immune and develop their height. |
| Product Attributes | -Good taste -Nutrition facts: calcium, vitamins, Calci gloconat, | ||
| Customer Benefits | Healthy, healthy bones, brain, development, intelligent. | ||
| Personal Values | Comfortable life, excitement, freedom, happiness, creativeness, fun, self-confidence, wisdom. | ||
| 7. | Message Execution | Description | The ad begins with a scence of a cartoon character who is taking a box of Canxi King. He is very tall and strong. Then he meets his friends who are short and small. He gives each person a packet of canxi king. After eating canxi king, their height is increased. They sing and dance together very happily. |
| Execution Styles(s)/ Rhetorical Devices(s) | Musical, Real Product Symbols: the image of the product appears in the video clip to advertise. | ||
| 8. | Evaluation | Personally: good impression | |
Item 2: Anlene Milk
| Components | Contents | ||
| 1. | Source | Anlene Milk | |
| 2. | Target audience | Every customer, particularly from the age of thirtieth. | |
| 3. | Medium (Media) | Broadcast Advertising | |
| 4. | Context | nowadays | |
| Objectives | To introduce Anlene milk as nutrition system | ||
| 6. | Message | General Selling Proposition | Anlene Milk helps people reduce osteoporosis and enhance their health. |
| Product Attributes | vitamins, calcium, folic acid and zinc, minerals | ||
| Customer Benefits | Healthy, healthy bones, good taste. | ||
| Personal Values | Comfortable life, excitement, happiness, fun, self-confidence, wisdom, pleasure | ||
| 7. | Message Execution | Description | There are many women who are doing exercise on the ground but some women are having problems of osteoporosis. One of them advises every woman to drink Anlene Milk everyday. |
| Execution Styles(s)/ Rhetorical Devices(s) | Lifestyle, Real Product Symbols: the image of the product appears in the video clip to advertise. | ||
| 8. | Evaluation | Personally: impressive and interesting. | |
Item 3: Olay Natural White
| Components | Contents | ||
| 1. | Source | Olay | |
| 2. | Target audience | Women | |
| 3. | Medium (Media) | Broadcast Advertising | |
| 4. | Context | 23/12/2009 in Viet Nam | |
| Objectives | -To make women develop a liking or preference for Olay natural white -To introduce Olay natural white as the best moisturizing cream | ||
| 6. | Message | General Selling Proposition | If women use Olay natural white, they will possess a pinkish-white beauty glow. |
| Product Attributes | Pro-vitamin B5, B3, vitamin E,water, stearic acid, perfume, glycerin. | ||
| Customer Benefits | Your skin is brighter, softer and more radiant. | ||
| Personal Values | Comfortable life, excitement, happiness, fun, self-confidence, Sexual attraction. | ||
| 7. | Message Execution | Description | A woman, named Thy, is sitting on the sofa and introducing the way she nourish her skin. Her skin used to be bad but after using Olay natural white, her skin is changed. |
| Execution Styles(s)/ Rhetorical Devices(s) | Lifestyle, Real Product Symbols: the image of the product appears in the video clip to advertise. | ||
| 8. | Evaluation | -Personally: good impression -Great success: bring great profit to the company | |
s
References:
1. http://www.youtube.com/watch?v=3lQmE2oP6eo
2. http://www.youtube.com/watch?v=cO95-bg-9cU&feature=related
3. http://www.youtube.com/watch?v=kPa9P6f1PCo
As for me. you should try more to make your post more effective. I can not read the second and the third item. In the first item, you ought to add " Humorous" to the "Execution Styles(s)/ Rhetorical Devices(s)"
Trả lờiXóaIn general, your entry is quite good. All of three items are interesting and meaningful. Although your expression is short but it is quite efficient.
Trả lờiXóaHowever, it will be better if you focus more on analyzing personal value in each advertisement.
• In item 2: I think the personal values are healthy life and long-lasting happiness, not all of what you listed.
• Item 3 is the same. The personal values just include beauty, self confidence and sexual attraction, not comfortable, fun and excitement.
Moreover, I suppose that when talking about the execution style, there is spokes-person in all of three ads, especially in the second and the last ads when there is the participation of famous stars who directly raise their voice, their advice to advertising for product.
Personally, I think three items above are good. Your ads are clear, easy to catch the massages.
Trả lờiXóaHowever, I find that ur "personal values" part is a little bit vague. I agree with An's comment. You should try to find down the real values of each ad, not too general like: "Comfortable life, excitement,..."
Another point you need to pay more attention is “customer benefit” part. If you use nouns to describe the benefits, others should be all nouns, not mix between noun and adjective.
That’s all my comments, hope to see a perfect entry in the next time:x:x:x