Entry2:
Understanding advertising messages
Item 1. “X-Men” advertisement
| | Components | Contents | |
| 1 | Source | International Consumer Products Corporation- ICP). | |
| 2 | Target Audience | Men especially who are using shampoo for women and housewives who usually custom it for their husbands, sons, etc. | |
| 3 | Medium( Media) | Broadcast on TV | |
| 4 | Context | Before 12/2003, most of customers used kinds of shampoo without being aware of that they are only produced for women in reality. Men rarely buy their own shampoos and women played a decisive role in this.80% customers who purchase shampoo for man is women. | |
| 5 | Objectives | Introduce the product and create the demand of using shampoo for men( cognitive, affective) | |
| 6 | Message | General selling Proposition | If you use X-men, you will become a real man like the man in advertisement |
| Product attributes | Original , noble perfumes | ||
| Customer benefits | Dandruff treatment, | ||
| Personal values | Cheerful, pleasure, happiness, social acceptance, self- fulfillment, sexual attraction, wisdom. | ||
| 7 | Message execution | Description | At the beginning, there is a man shampooing and using X-man then he picks a girl at the airport. When he goes to there, she is being chased by a gang. The man is unhesitated to rush in a danger to save the girl. In the end, he rescued her from pursuing. |
| Execution style(s) Rhetorical device(s) | Image / mood: image of a man who attract to women’s attention: brave, intelligent, handsome, never yield to difficulties, willing to save other. Overstatement: about strength of the man Lifestyle Product symbol Musical | ||
| 8 | Evaluation | Good expression | |
Item 2. “Comfort fabric conditioner ” advertisement
Item 2. “Comfort fabric conditioner ” advertisement
| | Components | Contents | |
| 1 | Source | Unilever | |
| 2 | Target Audience | All people | |
| 3 | Medium( Media) | Broadcast on TV | |
| 4 | Context | Modern society | |
| 5 | Objectives | Meet the changing needs of consumers, keep innovating and provide information, introducing new products to the market and persuade viewer to buy it(cognitive, affective) | |
| 6 | Message | General selling proposition | Care for their loved one even in the smallest things they do. |
| Product attributes | Offers a variety of well-loved fragrances such as rose, Lily, Huong Ban Ma, long-lasting freshness, no foam in only one time softener | ||
| Customer benefits | Leave your clothes soft and fragrant, fresh and mild. Save time | ||
| Personal values | Feeling fresh and active the whole day long, happiness, comfortable life Brighten your mood and lift your spirits Innocent pleasures Wisdom | ||
| 7 | Message execution | Description | Andy and Lili is in a hurry to a press but Andy’ body is covered full of soap bubbles. Lili takes him a Comfort bottle to soften his clothes. Only in one time softener, his clothes is no longer any foams. In a moment, they appear in a good mood with many other journalists‘own eyes. |
| Execution style(s) Rhetorical device(s) | Fantasy Image/Mood: the familiar couple of fragrance angels that is the unique property of the Comfort brand in | ||
| 8 | Evaluation | It is considered as one of the most impressive advertisements at that time | |
Item 3: “ Special Sai Gon beer” advertisement
| | Components | Contents | |
| 1 | Source | Sabeco company | |
| 2 | Target Audience | For customers who is young, active, and successful in the life | |
| 3 | Medium( Media) | Broadcast on TV | |
| 4 | Context | In | |
| 5 | Objectives | To introduce a new product (cognitive, affective dimensions) | |
| 6 | Message | General selling proposition | Be proud of be Vietnamese, be yourself when you drink special Sai Gon beer. Sai Gon beer, beer of Vietnamese. |
| Product attributes | 100% malt, unique taste | ||
| Customer benefits | Enjoy good taste, satisfy thirsty | ||
| Personal values | Pleasure, social acceptance, self-respect | ||
| 7 | Message execution | Description | A Special Sai Gon beer green bottle is seen from different angles. Then the bottle is opened and beer foam erupts outside. |
| Execution style(s) Rhetorical device(s) | Image /mood: real product. Metaphor: shape of the bottle is quite shorter than normal other’s form. There is a association between shape of bottle and dwarf form of Vietnamese. Musical Lifestyle | ||
| 8 | Evaluation | Great success with a impressive slogan | |
Link:http://www.youtube.com/watch?v=QVbonYfotJ0&feature=related
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