Entry2_ Nguyễn Thị Xuyến (Revision)

ENTRY 2

Understanding advertising messages

Item 1: "Pantene- you can shine" Advertisment

Components			Contents
1.	Source		Pantene Chrysalis shampoo
2.	Target Audience		Woman in Thailand
3.	Medium( media)		Broadcast on TV in Thailand.
4.	Context		In Thailand, in 2008 .
5.	Objective		-More of an emotional connection with Thai consumers”. -To show the slogan of Pantene shampoo: " Pantene- you can shine" , which recalled the slogan had been set in 1998: " Pantene Pro-V - Part of every day - part of  every way you shine".
6.	Message	General selling proposition	Every one can shine with the hidden things showed.
		Product attributes	Pantenne is good for hair, it can make your hair is more attractive.
		Customer benefits	Attractive and beautiful hair.
		Personal values	-Must be confident and  "Believe You CAN shine". - Let's show the very good things which are hidden in you
7.	Message execution	Description	Thai Pantene television commercial,the story of a deaf and mute girl who learns to play the violin against all odds. first, she was inspired by a street violinist playing Johann Pachelbel’s Canon in D Major, a teenage girl practices on the violin, perhaps one of the most difficult instruments to play without hearing. She is hampered by her cruel peers, in particular a girl who aims for greatness on the piano. Again and again the violinist returns to the street player for inspiration, finally making it to a classical music competition. Throughout the film we’re shown a chrysalis opening to reveal a butterfly. During the final scenes the girl’s hair is revealed as a symbol of her shining, along with a brief shot of the Pantene Chrysalis Shampoo bottle.
		Execution style(s) Rhetorical devices	Slices of life, Musical,
8.	Evaluation		A lot of people was inspired by the advertisement while a few contradicted it.Well, for being a shampoo commercial, it failed. The story is unrelated and too deep and dramatic for a shampoo. But if it was a movie trailer, it would have been brilliant. The plot and storyline are beautifully intertwined. It actually ruined the mood when one founds out that it was just for a shampoo. (The “Pantene. You Can Shine.” part). Though putting the shampoo concept aside, this is still a great idea well executed.

ITEM1: "Honda Vision " advertisment 

Components			Contents
1.	Source		Honda Vison
2.	Target Audience		Everyone ( especially the youth )
3.	Medium( media)		Interactive advertising
4.	Context		Year: 2011, in Vietnam when the price of petrol is higher and higher. And the inflation is a big problem with our country.
5.	Objective		Introduce the new type of scooter of Honda and persuade the consumer to buy this product
6.	Message	General selling proposition	You should buy Honda Vision motor  to make you more stylist
		Product attributes	Small and fashionable, saving energy, suitable stylist for both man and woman. 6 colors for choice.
		Customer benefits	Saving and fashionable
		Personal values	Wisdom
7.	Message execution	Description	A young man is driving Honda Vision motorbike with the big smile. Then he picks up his girlfriend to go to party with a big present. They put the big present into this motor and go. The speaker shows all the good points of Honda Vision
		Execution style(s) Rhetorical devices	life styles; mood/images:  the young man and woman are using the Honda Vision motor, so they are more attractive and stylist. Real product and musical.
8.	Evaluation		Good impression and suitable for choosing a scooter when Vietnam’s inflation rate accelerated to the highest level.

ITEM3:  Tien vua noodles advertisement

Components			Contents
1.	Source		Tien Vua noodle
2.	Target Audience		Every viewer in Vietnam
3.	Medium( media)		Broadcast on TV
4.	Context		November, 2008 in Vietnam, when the food safety is appreciated.
5.	Objective		To persuade the consumers choose Tien Vua because Tien Vua noodles is safe for them.
6.	Message	General selling proposition	To show that trans fat  is not good for health
		Product attributes	Tien Vua noodle does not contain trans fat, so it is not harmful to health
		Customer benefits	Safe and healthy
		Personal values	Wisdom ( intelligent choice)
7.	Message execution	Description	An expert is carrying the experiment to realize the trans-fat in food. And he proves that Tien Vua noodle does not have trans-fat which is harmful to health. The expert advises the consumers to use Tien Vua noodle
		Execution style(s) Rhetorical devices	-Simile: compare Tien Vua noodle with other noodle - Real product. - Scientific
8.	Evaluation		Good impression

Reference: 

 

item 1: 
http://www.youtube.com/watch?v=co0DEeubHOg&feature=related

item 2:
http://www.youtube.com/watch?v=YuqA5ibIuM

http://www.honda.com.vn/Default.aspx

http://www.bbc.co.uk/vietnamese/vietnam/2011/01/110124_viet_inflation.shtml

http://www.bloomberg.com/news/2010-12-24/vietnam-s-inflation-jumps-to-22-month-high-on-weak-currency-loan-growth.html

item 3: 
 http://www.youtube.com/watch?v=srX4ylDPShE