Entry 2
Capturing massage
Item 1: Malboro Advertisement
| Component | Contents | ||
| 1 | Source | Marlboro | |
| 2 | Target audience | Male consumers | |
| 3 | Medium (Media) | Printed advertising (magazine or newspaper) | |
| 4 | Context | In 1985 in the America | |
| 5 | Objectives | To persuade men to use Marlboro cigarettes (affective dimension) | |
| 6 |
Messages | General Selling Proposition | Men who smoke cigarettes, like Marlboro man, will be rugged, adventurous and independent. |
| Product Attributes | The American cigarette with cool or heavy taste | ||
| Customer Benefit | Masculinity | ||
| Personal Values | Pleasure, self-reliance, freedom, virility, independence | ||
| 7 |
Message Execution | Description | A rough-looking cowboy accompanies with only a handsome horse and a cigarette on a broad pasture. |
| Execution Style(s)/
| Mood/ Image: the man in the ad is an image of a western cowboy who is brave and persevering. He is a model of all men in the world and also the symbol of the America. | ||
| Rhetorical Device(s) | Symbol: the man can invoke the image of the American symbol (cowboy). | ||
| 8 | Evaluation | Great success: bring great profit to the company Background knowledge: make Marlboro become the number one tobacco brand in the world | |
Item 2: Rexona advertisement
| Component | Contents | ||
| 1 | Source | Rexona | |
| 2 | Target audience | Female consumers | |
| 3 | Medium (Media) | Broadcast advertising (on TV) | |
| 4 | Context | Current society in England | |
| 5 | Objectives | To offer protection against wetness and odor in the area under arms (affective dimension) | |
| 6 |
Messages | General Selling Proposition | If women use Rexona, it can gives them the great antiperspirant and deodorant efficacy. |
| Product Attributes | Cosmetic | ||
| Customer Benefit | Removal of an unpleasant smell of armpits | ||
| Personal Values | Sexual attraction, self-confidence, pleasure, comfortable life | ||
| 7 |
Message Execution | Description | A woman slips on a banana skin, so her bag is thrown out. It is dropped on a skateboard and run away. The woman runs after it; the skateboard stops in front of a house and it makes the bag fall into the hands of one man. The woman and the man see and have a liking for each other. However, the smelly armpits of the woman make the man feel uncomfortable. |
| Execution Style(s)/ Rhetorical Device(s) | Mood/ Image Humorous Musical | ||
| 8 | Evaluation | Personally: very funny and impressive | |
Item 3: Ensure Gold advertisement
| Component | Contents | ||
| 1 | Source | Ensure Gold | |
| 2 | Target audience | The old, especially from the age of fiftieth | |
| 3 | Medium (Media) | Broadcast advertising (television) | |
| 4 | Context | Current society in America | |
| 5 | Objectives | To introduce New Ensure Gold with nutrisure system (affective dimension) | |
| 6 |
Messages | General Selling Proposition | Using this product makes the old healthy. |
| Product Attributes | Vitamins, minerals, calcium, folic acid and zinc | ||
| Customer Benefit | Healthy digestion, bones, immunity and heart | ||
| Personal Values | Wisdom, comfortable life, healthy lifestyle | ||
| 7 |
Message Execution | Description | A 62-year-old says that Ensure Gold makes him healthy. Next, an expert explains these nutrients and theirs benefits to health of the old. The old man is playing tennis with his son and it proves that he is still strong to play that game and even win his son. |
| Execution Style(s)/ Rhetorical Device(s) | Mood/ Image Lifestyle Musical
| ||
| 8 | Evaluation | Personally: impressive and interesting | |
References:
1. http://vintage-original-ads.com/Pictures/displayimage.php?pid=433
2. http://www.youtube.com/watch?v=bnw2tzm4n-A
3. http://www.youtube.com/watch?v=m31SOiuzTps
Your entry is quite good and interesting. I like it very much. After reading your entry, I can learn something. For instance,your description is detail and easy to understand or the way you present in your entry is clear. All of them prove your investigation in doing this entry.
Trả lờiXóaHowever, in item 2, you should add:lifestyles and real product symbols in "Execution Styles(s)/ Rhetorical Devices(s)"part and mature love in"Personal Values" part.
in item 3, you ought to add: happiness in"Personal values" part.
Generally, you have good pieces of advertisement. I like Item 2 the most because it is very funny and creative. A special thing is that all your advertisements aim at certain audiences, the first is for men, the second is for women and the third is for the elderly.You also give background knowledge in the first item, which is good.
Trả lờiXóaHowever, if you had paid more attention to analyzing the ads, it would have been better. For Item 1 and 2, I think there is an important personal value: social acceptance or social respect.
Mentioning execution style: you should add lifestyle for Item 2 (because cowboy represents a type of lifestyle in America). And In Item 3, there should be demonstration because the result of using Ensure Gold is shown.
Despite of these, I have to say "Thank you" for your entry. It is beneficial.