Entry2_Tran Thi Van Anh_Revision

Entry2

Capturing the 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 2003, when the consumer are not thinking of  men and women should have seperated shampoo.
5	Objects		Producing the new pattern and odor of  X-men
6	Messages	General Selling Proposition	Good at killing bad smell in the men’s 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 his girlfriend 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.
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. Especially success  with the classic slogan:  “ X-men real men”.

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		2011 in Germany
5	Objects		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 brake system of Mercedes-Benz E-class is absolutely safe
		Customer Benefits	Using new car braking 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 brake 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.
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, Chupa Chups Company
5	Objects		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 Non saccharose
		Customer Benefits	No tooth decay Anti-bacteria because this is non-sugar candy Can be used for dieters
		Personal Values	Pleasure Healthy
7	Message Execution	Description	There is a flock of ants is seeking for food and a lollipop is lying on their path. As usual, the ants like candy very much. However, in this case, these ants ignore the lollipop because it is lollipop sugar-free candy.
		Execution Styles/ Rhetorical Devices	Humorous 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/chupa-chups-candy/.com