Capturing advertising message
Item1: X-men Soap
Components | Contents | ||
1 | Source | X-Men Soap Company | |
2 | Target Audience | Male customers | |
3 | Medium (Media) | Broadcast advertising (on TV) | |
4 | Context | In 2011, International airport in Ho Chi Minh city (Vietnam) | |
5 | Objects | Cognitive: Producing the new pattern and odor of X-men | |
6 | Messages | General Selling Proposition | Good at killing bad smell in the body |
Product Attributes | Help men more attractive and manlier | ||
Customer Benefits | The men will be charming with a new flavor and become a hero. He also owns elegant appearance and be earnest in his action. | ||
Personal Values | Sexual attraction Mature love Wisdom Self-confident | ||
7 | Message Execution | Description | In a secret mission, the man is trying to rescue a girl at the airport by using the baggage carts made in the letter X to block bad guys |
Execution Styles/ Rhetorical Devices | Mood and image Real product: There is the image of X-men shampoo bottle at the beginning. Musical: the soundtrack Spokesperson: at the end of the atvertisement | ||
8 | Evaluation | Though this is a very short advertisement, it is very dramatic, convincing and impressive with the X letter made by baggage carts at last minutes. | |
Item2: Mercedes-Benz E-class
Components | Contents | ||
1 | Source | Mercedes-Benz E-class | |
2 | Target Audience | The car user who want to be safer. | |
3 | Medium (Media) | Interactive advertising (on Internet) | |
4 | Context | 2010 in Germany | |
5 | Objects | Cognitive: Introduce a new car bakes system. | |
6 | Messages | General Selling Proposition | With the brake assistant BAS in the new Mercedes-Benz E-Class, you can even trick the Death |
Product Attributes | The car bake system of Mercedes-Benz E-class is absolutely safe | ||
Customer Benefits | Using new car baking system, people can “escape by the skin of the teeth”. | ||
Personal Values | Security Comfortable life Pleasure | ||
7 | Message Execution | Description | A man is driving in a dense forests .Suddenly, the Death appears, and he looks at the man for a while and says: “Sorry”. This means the man is going to die because of the unexpected obstructions on his way. However, the man narrowly escaped from death because his car uses the new bake system BAS. Then, he turns and says to the Death: “sorry”. |
Execution Styles/ Rhetorical Devices | Mood and image Real product: the man is driving a car Humorous: the short conversation between the man and the Death Fantasy: the Death appears in the car. Musical: the soundtrack | ||
8 | Evaluation | For me, this advertising is very interesting, impressive and nervous. | |
Item3: Lollipop Sugar-free Candy
Components | Contents | ||
1 | Source | Lollipop Sugar-free Candy | |
2 | Target Audience | The people who are sugar dieters | |
3 | Medium (Media) | Printed advertising (on newspaper or magazine) | |
4 | Context | 2009, Haihaco Company in Vietnam | |
5 | Objects | Cognitive: advertising the new cake | |
6 | Messages | General Selling Proposition | It will be better for your health if you eat the lollipop candy. |
Product Attributes | Non-sugar Tasty with many flavor: strawberry, orange, licorice , mints Eye-catching | ||
Customer Benefits | No tooth decay Non saccharose Anti-bacteria because this is non-sugar candy Can be used for dieters | ||
Personal Values | Happiness Pleasure Healthy | ||
7 | Message Execution | Description | There is a flock of ants is seeking for food and a lollipop is lying on their path. However, these ants ignore the lollipop because it is lollipop sugar-free candy. |
Execution Styles/ Rhetorical Devices | Metaphor: This candy is unsugared. Antithesis: A big candy>< a flock of ants | ||
8 | Evaluation | Very impressive and funny advertising | |
Reference list:
http://www.youtube.com/watch?v=hp4X35bns4I
http://www.youtube.com/watch?v=Ho4PI9zaZy4
http://www.google.com.vn/keoquekhongduong/.com
I really like the second and third items,they are humorous.hehe.Here are some comments,I hope they will be useful for you:
Trả lờiXóa- Item1:+i think you misunderstand, "context" is meant that the situation the ad was published, not is situation happening in the ad.
+ objectives: introduce the new promotional program to persuade customers to buy the product.
- item 3:
+ source: chupa chups company
+ context: it sounds very strange
+ rhetorical devices:you should add paradox in that ants like candy, but here they ignore it
Hi!
Trả lờiXóaThank for yur comment!
I want to explain what I understand; the context here is the specific place where the ad was filmed. Is it true?
I agree with Trang that the second and the third Item is really impressive.How can you find them? Also, you have proved your effort in analyzing these advertisements.
Trả lờiXóaHowever, I see you have misunderstood something.In item 1, you say there is spokesperson. However, spokesperson is real people speaking about the experience of them with the product or praising it. Therefore, I think you should reconsider it. OK? hihi
Moreover, I don't think there is metaphor in entry 2.
Your entry really makes me laugh. Thanks!
some comments for you:
Trả lờiXóa+ The first item:
- Customer Benefits: you should add: customers will have chance to possess valuale things when they buy this product
+ The second item:
- You use a Good proverb "escape by the skin of the teeth"!
- Objects: It not only to introduce but also to persuade customers
- spelling mistake: bake--> brake
+ The last item:
- i don't agree with you on Objective: "Cognitive: advertising the new cake"--> it is "to persuade" because there are many other copanies producing Lollipop on market. they are trying to influence attitudes of customers about this product.
- In "Product Attributes": It does not mention about "Tasty with many flavor: strawberry, orange, licorice , mints"