Entry2_Pham Thi Minh Phuong

Advertisement 1

“Easy self-portrait with Samsung Dual LCD PL100.”

Components			Contents
1	Source		Samsung Dual LCD PL100 Camera
2	Target audience		Everyone, especially youngsters.
3	Medium(media)		Interactive and printed advertising.
4	Context		2010, Cheil, Thailand
5	Objectives		Cognitive: give information about product: Samsung Dual LCD PL100 Camera. Affective: develop people’s liking and preference.
6	Messages	General selling proposition	If you use Samsung Dual LCD PL100, you can take self-portrait easily.
		Product attributes	Convenient, modern.
		Customer benefits	Nice photos, Convenience.
		Personal values	Exciting life, pleasure, happiness, personal accomplishment.
7	Message execution	Description	A girl is taking a self-portrait. Her hand likes another person who helps her take a photo. There is a bird standing over her head and many ones behind. They seem to want to have a picture taken. The slogan “Turn on tomorrow” is on the right corner of the picture.
		Execution style(s)/ Rhetorical device(s)	Execution style: real product symbol, image/mood. Rhetorical devices: + simile( the girl’s hand likes another people to take the photo) + over- statement
8	Evaluation		Good impression, bring pleasure to people.

Advertisement 2:

Components			Contents
1	Source		DK soft drink
2	Target audience		Korean audience
3	Medium(media)		Broadcast and interactive advertising
4	Context		2009, Korea.
5	Objective		+ Cognitive Bring the viewers to the cool images and feelings of tasting the product. + Affective: Make people desire to try this kind of drink.
6	Messages	General selling proposition	If drinking DK, it will help you become more dynamic and bring people closer.
		Product attributes	Good taste
		Customer benefits	Enjoyment
		Personal values	Comfortable life, pleasure, self fulfillment, happiness, excitement, personal accomplishment.
7	Message execution	Description	A girl gets a lot of enjoyment from drinking DK. A boy finds her performance exciting; she returns his smile with a cursory glance. She gives him a bottle of DK and after drinking, he has same enjoyment. They are both very active and joyful, finally begins a love story.
		Execution style(s)/ Rhetorical device(s)	Execution styles: lifestyle, image/mood, musical, real product symbol, demonstration.
8	Evaluation		Personally: good impression on interesting advertisement.

Advertisement 3:

Components			Contents
1	Source		Samsung Galaxy S2
2	Target audience		Everyone
3	Medium(media)		Broadcast and interactive advertising
4	Context		In the US in August, 2011
5	Objectives		Introduce and make audience want to use.( cognitive and affective dimension)
6	Messages	General selling proposition	Using Samsung Galaxy, you can fast text at the time when you are in an icy tundra and hands shaking too much to text.
		Product attributes	Smart phone, function of voice talk.
		Customer benefits	Convenient& fast voice talk message, modernity.
		Personal values	Comfortable life, pleasure, self-respect, personal accomplishment, excitement.
7	Message execution	Description	The commercial tells about a man who is standing in the North Pole. At the first sight, he uses a cell phone with qwerty and has difficulty in texting because the weather is too cold and snowy, the wind blows strongly. After that, he changes his old phone to Samsung galaxy s2. He only speaks out and it can automatically text for him.
		Execution style(s)/ Rhetorical device(s)	Execution styles: Demonstration, scientific, mood/image, real product symbol, musical. Rhetorical device: Simile( before and after using Samsung Galaxy S2).
8	Evaluation		Good impression

Reference

http://pichaus.com/print-poster-samsung-man-teen-@9a9e6252e1b9b4544d081a816be641a3/

http://www.allkpop.com/2009/06/kim_hyun_joong_and_park_shin_hye_dynamic_kin_cf_released

http://www.androidcentral.com/new-samsung-galaxy-s2-commercial-saves-lives-makes-dreams-come-true