Item 1: “Pepsi” advertisement
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Component
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Contents
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1
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Source
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Pepsi
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2
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Target Audience
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Everyone
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3
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Medium (media)
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Broadcast
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4
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Context
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In
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5
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Objectives
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Indicate that Pepsi
is everywhere
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6
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Message
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General selling
proposition
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If you enjoy Pepsi,
you will have more energy, spirit and strength to overcome difficulties
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Product attributes
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portable, good taste
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Customer benefits
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Health, spirit,
strength, easy to have Pepsi anywhere
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Personal value
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Excitement
Fun, exciting life
Self-fulfillment
Social acceptance
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7
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Message execution
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Description
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A boy was taken into
a pagoda in Chinese and was taught about kung fu till he is mature. Thanks to
Pepsi, his strength and confidence raised. In a performance with the
attendance of many monks, at the end, he was successful after enjoying Pepsi
and battering his forehead on the bottom of the Pepsi bottle. He has the
shape of the Pepsi bottle on his forehead as other monks. Everyone congratulates
for his performance.
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Execution style (s)
Rhetorical device(s)
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Humorous
Image: the American
monk is an image of men who gets strength, power thanks to Pepsi.
Real product symbols
Musical
Overstatement: about
his strength.
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8
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Evaluation
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Personally:
impressive, interesting, persuasive, humorous
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Item 2: “ZinZin” advertisement
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Component
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Contents
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1
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Source
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Zinzin
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2
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Target Audience
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Kids, mothers
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3
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Medium (media)
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Broadcast on TV
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4
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Context
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In
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5
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Objectives
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To persuade people buy
and enjoy ZinZin
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6
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Message
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General selling
proposition
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Enjoying Zinzin, you
will be taller, smarter and you can success in life
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Product attributes
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Good taste, portable,
enough vitamins
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Customer benefits
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Get smart, ideal height
Be happy, successful
in life.
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Personal value
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Wisdom
Pleasure
Happiness
Self-fulfillment
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7
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Message execution
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Description
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It started with a
song: “dance with ZinZin” and each part of the body appeared and join with
each to make a perfect body (cartoon character). Especially, it appeared with
a big head and long legs. It can dance confidently and fly away. This ad
ended with the image of ZinZin.
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Execution style (s)
Rhetorical device(s)
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Musical: the song
“Dance with ZinZin”
Real product symbol
Animated product
symbol
Metaphor: a big head(smart),
long legs (high)
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8
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Evaluation
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Quite interesting,
impressive by the song and the character
Not really successful
Not creative
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Item 3 “Pantene” advertisement
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Component
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Contents
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1
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Source
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Pantene
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2
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Target Audience
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Women
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3
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Medium (media)
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Broadcast
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4
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Context
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In 2008, in
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5
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Objectives
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Make audiences impressive
with this product by an extraordinary commercial.
To persuade people
buy and enjoy this product
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6
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Message
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General selling
proposition
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Using Pantene, you
can shine as the light in the stage and the sun in the morning.
Thanks to Pantene,
your hair is smooth as the grass waving
in the wind
It brings to you
naturally beautiful hair
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Product attributes
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Sweet smelling, very
good to deal with your hair’s problem
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Customer benefits
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Confidence
Shine
Expression of emotion
Attraction
Wisdom
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Personal value
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Self-fulfillment
Socially attractive
Wisdom
Social acceptance
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7
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Message execution
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Description
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It talks about a
deaf, mute girl who wanted to play violin. She was reviled and harmed by her friend
who did not want this deaf mute girl success. She was taught how to play
violin well by a dumb man performing violin in the street. After overcoming
lots of difficulties, he attended a classical music contest successfully.
Especially, while she was performing, her smooth, shiny, strong hair waved
and made audience impressive. Finally, it was an image of light in the stage
and the slogan of Pantene product appeared: “ You can shine”
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Execution style (s)
Rhetorical device(s)
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Musical: play the
piece of music: Canon in D” as background music of this advertisement.
Mood/Image: the deaf,
dumb girl is an image of a woman who has wonderful hair.
Fantasy
Climax: when she is
performing
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8
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Evaluation
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Making audiences
moved
Be effective,
creative
Impressive
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