Item 1: “Pepsi” advertisement
Component | Contents | ||
1 | Source | Pepsi | |
2 | Target Audience | Everyone, especially men | |
3 | Medium (media) | Broadcast | |
4 | Context | In | |
5 | Objectives | To persuade people buy and enjoy this product | |
6 | Message | General selling proposition | If you enjoy Pepsi, you will have more energy and strength to overcome difficulties |
Product attributes | Small, portable, good taste | ||
Customer benefits | Health, good taste | ||
Personal value | Excitement Fun, exciting life Self-fulfillment Social acceptance | ||
7 | Message execution | Description | A boy was taken into a pagoda in Chinese and was taught about kung fu till he is mature. Thanks to Pepsi, his strength and confidence raised. In a performance with the attendance of many monks, at the end, he was successful after enjoying Pepsi and battering his forehead on the bottom of the Pepsi bottle. He has the shape of the Pepsi bottle on his forehead as other monks. Everyone congratulates for his performance. |
Execution style (s) Rhetorical device(s) | Humorous: surprise Image: the American monkey is an image of men who gets strength, power thanks to Pepsi. Real product symbols Overstatement: about his strength. | ||
8 | Evaluation | Personally: impressive, interesting, persuasive | |
Item2: "Zinzin" Advertisment
Component | Contents | ||
1 | Source | Zinzin | |
2 | Target Audience | Kids | |
3 | Medium (media) | Broadcast on TV | |
4 | Context | In | |
5 | Objectives | To persuade people buy and enjoy ZinZin | |
6 | Message | General selling proposition | Enjoying Zinzin, you will be taller, smarter and you can success in life |
Product attributes | Good taste, portable, enough vitamins | ||
Customer benefits | Get smart, ideal height Be happy successful in life. | ||
Personal value | Wisdom Pleasure Happiness Self-fulfillment | ||
7 | Message execution | Description | It started with a song: “dance with ZinZin” and each part of the body appeared and join with each to make a perfect body (cartoon character). Especially, it appeared with a big head and long legs. It can dance confidently and fly away. This ad ended with the image of ZinZin. |
Execution style (s) Rhetorical device(s) | Musical: the song “Dance with ZinZin” Real product symbols Metaphor: a big head, long legs | ||
8 | Evaluation | Quite interesting, impressive by the song and the character Not really successful Not creative | |
Item 3: Pantene Advertisment
Component | Contents | ||
1 | Source | Pantene | |
2 | Target Audience | Women who want to have shiny, strong hair. | |
3 | Medium (media) | Broadcast | |
4 | Context | In 2008, in | |
5 | Objectives | Make audiences impressive with this product by an extraordinary commercial. To persuade people buy and enjoy this product | |
6 | Message | General selling proposition | Using Pantene, you can shine as the light in the stage and the sun in the morning. Thanks to Pantene, your hair is smooth as the grass waving in the wind It brings to you naturally beautiful hair |
Product attributes | Sweet smelling, very good to deal with your hair’s problem | ||
Customer benefits | Confidence Shine Expression of emotion Attraction | ||
Personal value | Self-fulfillment Socially attractive | ||
7 | Message execution | Description | It talks about a deaf, mute girl who wanted to play violin. She was reviled and harmed by her friend who did not want this deaf mute girl success. She was taught how to play violin well by a dumb man performing violin in the street. After overcoming lots of difficulties, he attended a classical music contest successfully. Especially, while she was performing, her smooth, shiny, strong hair waved and made audience impressive. Finally, it was an image of light in the stage and the slogan of Pantene product appeared: “ You can shine” |
Execution style (s) Rhetorical device(s) | Musical: play the piece of music: Canon in D” as background music of this advertisement. Mood/Image: the deaf, dumb girl is an image of a woman who has wonderful hair. | ||
8 | Evaluation | Making audiences moved Be effective, creative Impressive | |
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Trả lờiXóai'm very interested in your items, especially the third one. I want to share something with you.
Trả lờiXóaitem 1:
- For the objectives,i think the ad also aims at the indication that Pepsi is everywhere (because the Chinese monks live in a remote location)
- For the general selling proposition, do you think that Pepsi implies that it also gives people spirit (Because the monks use the symbol as their own symbol of worthiness and acceptance, and the young man must have the symbol on his forehead to be accepted)
:D. one more thing is about the slogan "Ask for more" in the end of the video. However, i do not see what it has to do with the ad. Can you add and explain more about it?
item 2:
- Animated product symbol
- Can you make it specific about the metaphor? (What do the big head and long legs refer to?)
Item 3: very touching!
thanks very much for your worth comment and I agree with your opinion. I will answer ur question:
Trả lờiXóaThe slogan "Ask for more" means "Khao khat ho*n", and it was created in 1999
In the 2nd item, the image "big head" refers to smart or intelligence and “long legs” shows an ideal height of the children. ^__^
in my opinion, your entry is remarkable with exciting videos and clear analysis. besides, i want to give my opinion about you work.
Trả lờiXóaitem 1: for the objectives: we all known that monks are vegetarians; however, they also drink Pepsi. it proves that Pepsi has a attraction to anyone. In addition, as Thu said above, Pepsi is popular in anywhere, even in a remote pagoda.
you have a spelling mistake in Execution style (s)/Rhetorical device(s: American monk, not monkey (hi hi)
Item 2: i like this advertising. i agree with you. its most characteristic is its song and character. it is hilarious and funny, especially easy to remember. At my home, my nephews always sing that song. i think it is a successful advertising.
Item 3:
i was really impressed by this advertising in the first time i saw it one year ago. So moving and meaningful. in my opinion, it made this advertising success is its story and music. Frankly speaking, at the end if this ad, i realized that it is hair-soap advertising. However, we can not deny that it is impressive and successive.
Well-done.
Thanks Sang. I reminded me to be careful with words "monk" and "monkey" but I still made this mistake. ^^
Trả lờiXóa