Entry2_Nguyễn Thị Thu Hiền (Revision)
Capturing advertising message
Item 1: Heineken Beer Commercial
| Components | Contents | ||
| 1 | Source | Heineken Beer | |
| 2 | Target Audience | Men | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | Modern society in 2007 | |
| 5 | Objective | Realm of emotions: men’s pain. It changes men’s attitudes and feelings about beer è Persuade them drink (affective dimension) | |
| 6 | Message | General selling proposition | Build up an invisible attachment between men and Heineken Beer. Heineken Beer provides a spiritual strength for men. |
| Product attributes | Tasteful | ||
| Customer benefits | Enjoy its taste, freshness. Heineken Beer makes men’s lives meaning, it makes them strong, attractive and successful. | ||
| Personal values | Heineken brings men Happiness, Manliness, inner peace, Personal accomplishment, Social acceptance | ||
| 7 | Message Execution | Description | A waiter drops a tray of Heineken Beer. When each bottle of Heineken Beer drops off, a lot of men feel a bad omen. |
| Execution Style(s) Rhetorical device (s) | Mood: sadness of many men Real Product Symbols: Heineken Beer Fantasy: invisible attachment Lifestyle: the favorite drink of men Overstatement | ||
| 8 | Evaluation | This advertising clip makes use of spiritual factor to affect on men’s psychology: àmake it seem mysticalàeffective | |
Item 2 : Coca Cola
| Components | Contents | ||
| 1 | Source | Coca Cola | |
| 2 | Target Audience | Young viewers | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | In 2009, the Open Happiness marketing campaign was launched in the Chinese market | |
| 5 | Objective | Persuade young people drink Coca Cola (affective dimension) | |
| 6 | Message | General selling proposition | Create an image of an energetic, humorous and creative young generation. It is also the image of the product |
| Product attributes | Tasteful | ||
| Customer benefits | Drinking Coca Cola, you enjoy its taste. You may have a girlfriend | ||
| Personal values | Drinking this product people become more intelligent, confident and humorous | ||
| 7 | Message Execution | Description | At the bus stop, there are a boy and a girl. The boy makes acquaintance with the girl by irritating the phone ringtone and considers a Coca Cola bottle as a mobile phone. |
| Execution Style(s) Rhetorical device (s | Fantasy: Coca Cola bottle ̴̴ a mobile phone Humorous: irritating phone ringtone Slice-of-Life : waiting for bus Real Product Symbols: A bottle of Coca Cola Simile: Coca Cola bottle ̴̴ a mobile phone | ||
| 8 | Evaluation | Romantic, youthful and funny advertising clip | |
| Components | Contents | ||
| 1 | Source | Vfresh Juice- Vinamilk | |
| 2 | Target Audience | Every Viewer (especially housewives) | |
| 3 | Medium (Media) | Broadcast on TV | |
| 4 | Context | Vietnam in 2011 | |
| 5 | Objective | Persuade customers to buy the product (affective dimension) | |
| 6 | Message | General selling proposition | If people drink VFresh milk, they will possess a slim body, white and smooth skin |
| Product attributes | 100% orange juice 1 bottle of milk= 2,6 kg of oranges Tasteful | ||
| Customer benefits | Health and beauty | ||
| Personal values | Make them have a pleasure, fun and exciting life It is intelligent to buy it | ||
| 7 | Message Execution | Description | A young and beautiful girl talks to an orange. It advises her to buy a bottle of Vifresh Milk which is equivalent to 2.6 kg of oranges. |
| Execution Style(s) Rhetorical device (s) | Real Product Symbols Fantasy: an orange can talk Slice-of-Life: go shopping Humorous | ||
| 8 | Evaluation | Creative and funny | |
References:
http://www.youtube.com/watch?v=GoODQs0MErk&feature=related
http://www.youtube.com/watch?v=tHDT1CbI-74&feature=related
http://www.youtube.com/watch?v=BwaZ5D9CKhw
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