ENTRY 2
Understanding advertising messages
ITEM1: "Honda Vision " advertisment
ITEM1: "Honda Vision " advertisment
Components | Contents | ||
1. | Source | Honda Vison | |
2. | Target Audience | Every one ( esspecially the youth ) | |
3. | Medium( media) | Interactive advertising | |
4. | Context | Year : 2011, in Vietnam | |
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 | Smaller, saving energy, suitable stylist for both man and woman. | ||
Customer benefits | There are 6 colors for choice. It is small than other scooters of Honda. Honda vision makes you save money because of saving petrol | ||
Personal values | Stylist | ||
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 music. | ||
8. | Evaluation | interesting to see | |
ITEM 2: ID shoes advertisement
Components | Contents | ||
1. | Source | The ID shoes | |
2. | Target Audience | Young man | |
3. | Medium( media) | Printed ads( poster) | |
4. | Context | Unknown | |
5. | Objective | To persuade people buy the ID shoes. | |
6. | Message | General selling proposition | |
Product attributes | Strong and manly | ||
Customer benefits | This shoes make you more manly, stylist and strong | ||
Personal values | Fashionable shoes | ||
7. | Message execution | Description | This is an interesting picture with a strong man. He are wearing a headphone and enjoys music. He use the sandal to hide your face. |
Execution style(s) Rhetorical devices | -Image: the strong man - Over statement, Metaphor - humorous. | ||
8. | Evaluation | good impression, interesting to see | |
ITEM3: Tien vua noodle advertisement
Components | Contents | ||
1. | Source | Tien Vua noodle | |
2. | Target Audience | Every viewer | |
3. | Medium( media) | Broadcast on TV | |
4. | Context | Year: november 2008 when the food safety is appreciate. | |
5. | Objective | Competitive advertising : To show that Tien Vua noodle is safe food because it does not contain trans-fat. | |
6. | Message | General selling proposition | Trans fat is not good for health |
Product attributes | Not contain trans fat | ||
Customer benefits | Tien Vua noodle is safe food and not harmful to health | ||
Personal values | Good health | ||
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 consummers to use Tien Vua noodle |
Execution style(s) Rhetorical devices | -Simile: compare Tien Vua noodle with other noodle - Real product. | ||
8. | Evaluation | Personally: good impression | |
Reference :
- Item 1: http://www.honda.com.vn/Default.aspx
- Item 2: http://www.idfootwear.com/aboutus.html
You should pay attention to these weak points:
Trả lờiXóa*item 1:
- product attributes: small, saving energy, saving petrol, style, there 6 colors for choice.
- customer benefits: fashionable, convenient, saving money.
- personal values: excitement, comfortable life.
*item 2:
- You didn't show us the General selling proposition.
- product attribute: style, strong.
- personal values: fashion, pleasure, freedom.
*item 3:
- objective: to persuade people to use Tien Vua noodle.
- general selling proposition: Tien vua noodle doesn't contain transfat, so it is good for your health.
- customer benefits: healthy, happy.
- personal values: good health, comfortable life, happiness.
Generally speaking, your entry is quite good. I appreciate your effort. I agree with Huyen. In addition, I suggest some comments as follow:
Trả lờiXóaItem 1:
+ Objective: To make people develop a preference for using Honda vision.
+ personal values: pleasure, wisdom (intelligent choice).
+ Valuation: Good impression.
Item 2:
+ General selling proposition: With using ID shoes,young men look more stylish and more active.
+ Execution style: lifestyle.
Three items above are really interesting.There some things i want to comment on:
Trả lờiXóaItem 1:I disagree 6 colors are not the customer benefit, customer benefits are saving and stylist.
Item 2: General selling proposition is missing, it should be: if you use ID shoes, you will cool and fashion.
Item 3: I agree with you about the ad, it is really meaningful