Entry 2: Capturing the message
Item 1: Vinamilk Vietnam 2011
Components | Contents | ||
1. | Source | Vinamilk | |
2. | Target audience | children | |
3. | Medium (Media) | Broadcast advertising | |
4. | Context | 2011 in Vietnam | |
5. | Objectives | To make children develop the preference for Vinamilk (affective dimension) | |
6. | Message | General Selling Proposition | Drinking Vinamilk, children will be more intelligent, taller, enhance their eyesight and have a bright future |
Product Attributes | · Good taste · Supplement of micro-elements such as aluminum, magnesium, calcium, D3 vitamin… · ADM+ Formula | ||
Customer Benefits | Healthy, tall, enhance eyesight, intelligent | ||
Personal Values | Excitement, wisdom, happy and exciting life, self-confidence, personal accomplishment. | ||
7. | Message Execution | Description | · The ad begins with a scene of three little boys and an animated cow playing basketball in a ground. One of those children is taller and better at playing than the two others, and he is also very intelligent. · A cheerful song is given as the musical background of the ad. The slogan: “Sáng tầm nhìn, cao tầm với” |
Execution Styles(s)/ Rhetorical Devices(s) | · Real Product Symbols: the image of the product appears in the video clip to advertise · Musical | ||
8. | Evaluation | Personally: good impression. | |
Item 2: “Dế mèn” Cereal Nutrition
Components | Contents | ||
1. | Source | Vina Café BH | |
2. | Target audience | Children | |
3. | Medium (Media) | Broadcast Advertising | |
4. | Context | 2005 in Vietnam | |
5. | Objectives | Make people, particularly children, build up the liking for the cereal nutrition (affective dimension) | |
6. | Message | General Selling Proposition | If you use this Cereal Nutrition, you will be healthy, intelligent, fast and especially admired by others. |
Product Attributes | · Good taste · Supplement of micro-elements such as ironies, calcium, zirconium, vitamins such as A, B, D, C, E · DHA and EPA formula | ||
Customer Benefits | Healthy, healthy bones, good eyesight, brain, development, intelligent, fast | ||
Personal Values | Wisdom, self-confidence, social acceptance, excitement, happiness, creativeness, personal accomplishment | ||
7. | Message Execution | Description | · The ad opens by a scene of animals’ young-talent competition. Among the candidates, House-cricket is the most prominent. · The background music is a funny and merry song |
Execution Styles(s)/ Rhetorical Devices(s) | · Musical · Real Product Symbols: the image of the product appears in the video clip to advertise | ||
8. | Evaluation | Personally: good impression | |
Item 3: Wrigley Doublemint gum
Components | Contents | ||
1. | Source | Wrigley Doublemint | |
2. | Target audience | Youngsters | |
3. | Medium (Media) | Broadcast advertising | |
4. | Context | 2008 in America | |
5. | Objectives | Make the youth interested in the chewing gum (affective dimension) | |
6. | Message | General Selling Proposition | Using Doublemint gum will double your pleasure, and double your fun |
Product Attributes | Slim pack Good taste | ||
Customer Benefits | Good breath, white teeth | ||
Personal Values | Self-respect, pleasure, fun, freedom, happiness | ||
7. | Message Execution | Description | The as is advertised by Chris Brown, a famous American pop star. He appears in dancing scenery with the background music of his own hit song named “Forever”. |
Execution Styles(s)/ Rhetorical Devices(s) | · Real Product Symbols: the image of the product appears in the video clip to advertise · Musical | ||
8. | Evaluation | Personally: good impression Background knowledge: At first, with his fame and a huge amount of fans, Chris brought Wrigley Doublemint earn a great profit. However, in 2009, after assaulting his girlfriend- Rhianna, and being arrested, his ad was pulled. | |
REFERENCE LIST:
1.http://www.youtube.com/watch?v=zhioM5FWK5A
2. http://www.youtube.com/watch?v=Nd5-12kVisI
3. http://www.youtube.com/watch?v=enJbXlb4zqo
I like your entry very much. It is very exciting and you have done it well. However, I see that, in the first and second item, there is overstatement. ^^
Trả lờiXóa3 video clips are worth seeing, they are very interesting.Especially, in entry 3, you prove your investigation in finding background information. Generally, you analyze each item quite well.
Trả lờiXóaHowever, in entry 1, I think there is demonstration because the result after using the product is shown: the boy is taller.
In entry 3, I think there is no real symbol of the product, it is the product itself.You can consider it symbol in the case, for example, Vietel use the image of tomato to advertise their tomato sim.
Choosing those three items to analyze, I think, is your intelligent choice, because they are not too difficult to capture information. In addition, your clear analysis makes your entry more attractive and efficient. Personally, I suppose that you have done a good job, so I just want to add some more information to make it better:
Trả lờiXóa• In the first item, I think, there is spokes-person in the execution style. You can hear a spokesman talk about the function and the benefit of the product.
In my mind , these advertisements you chose, are very funny, interesting and meaningful, so they are worth watching.
Trả lờiXóaI have seen these advertisements for a long time. However, The more I read your detailed analysis, the more I understand advertisements’ slogan which author demonstrated. This means that you comprehended them swiftly and attempt a lots.However, I see that in the frist item there is demonstration because the result after using the product is shown: the boy is taller.
anyway, you done your entry very well
Good job
Your entry is quite good,and I see your effort.However,I have some comments for you to make your entry better.In both of the items,beside musical I want to add demonstration as execution styles.In the first item,there is also spokes-person in the execution styles.When seeing the video,a man add more infomation about this product.In the second item,in execution styles,I add humorous
Trả lờiXóa