Components | Contents | ||
1. | Source | Knorr Company in Vietnam | |
2. | Target Audience | Every viewer (especially housewives) | |
3. | Medium (Media) | Broadcast (TV) and Internet | |
4. | Context | Nowadays in Vietnam | |
5. | Objectives | To make people develop a liking or reference for Knorr (cognitive and affective dimensions) | |
6. | Messages | General Selling Proposition | If you add Knorr to cook dishes, they’ll taste delicious. You will become a wise housewise with a happy family. |
Product Attributes | Wonderful taste, nutrition | ||
Customer Benefits | Have delicious dishes for the whole family | ||
Personal Values | Gathering, happiness, love and care | ||
7. | Messages Executition | Description | The ad describes a family preparing for a meal. They are singing a song to make a compliment on the delicious taste of Knorr, also on the mother’s cooking skill. |
Execution Style(s)/ Rhetorical Device(s) | Music: a merry song Image/ Mood of a happy family | ||
8. | Evaluation | Personally: impressive, funny and meaningful. | |
Item 2 : Vinamilk advertisement
Components | Contents | |||
1 | Source | Vietnam Dairy Products Joint Stock Company (Vinamilk) | ||
2 | Target audience | The public (who buy Vinamilk products) | ||
3 | Medium (Media) | Broadcast (TV) and Internet | ||
4 | Context | 2008-2009 (The time when Vinamilk promoted the campaign "Free six million cups of milk for poor children") | ||
5 | Objectives | - To give free milk to poor children throughout Vietnam - To raise awareness among the public about the importance of milk to children - To make contribution to decrease the rate of malnutritional children all over the country - To become the most believable symbol in nutritional products in Vietnam (cognitive, affective and conative dimensions) | ||
6 | Message | General selling proposition | If you buy Vinamilk, you can help many poor children. | |
Product attributes | Nutrition, tasty | |||
Customer benefits | Get understanding and sympathy for others | |||
Personal values | Happiness, social acceptance, personal accomplishment. | |||
7 | Message execution | Description | The blue bottles of milk are tied into thousands of blue balloons to fly on the blue sky. The wind blows them to children in remote areas. The song “De gio cuon di” serves as the musical background of this ad. The message “The belief will be green forever”. | |
Execution styles Rhetorical devices | - Musical: moving - Fantasy: thousands of balloons flying on the blue sky | |||
8 | Evaluation | Very impressive and moving | ||
Item 3 : Lifebouy soap advertisement
Source : http://www.vizeer.com/you-eat-what-you-touch-a-lifebuoy-anti-bacterial-soap-advertising-image/
Components | Contents | ||
1. | Source | Unilever | |
2. | Target Audience | Every viewer | |
3. | Medium (Media) | Print ad (newspaper or magazine ad) | |
4. | Context | 2009 (the campaign of Lifebouy to protect customers from dangerous germs) | |
5. | Objectives | - To make people develop a liking or reference for Lifebouy soap - To raise people’s awareness of hand-washing hygiene (cognitive and affective dimensions) | |
6. | Messages | General Selling Proposition | If you’ve touched your pets, don’t forget to wash your hands with Lifebuoy soap. It will help wash away germs and leave your hands clean. |
Product Attributes | Anti-bacterial soap | ||
Customer Benefits | Keep hands clean | ||
Personal Values | Healthy | ||
7. | Messages Executition | Description | A hamster mashed and contorted into food shapes – a muffin on the table. There is a sentence “You eat what you touch.”, and the logo of Lifebouy in the upper right corner. |
Execution Style(s)/ Rhetorical Device(s) | Image : Image of hamster Overstatement: a hamster cannot become a muffin. | ||
8. | Evaluation | Personally: funny, solid, creative and impressive . | |
I truely love your item 1. It's so moving and it makes me reminisce about my childhood. All the items are analysed in details and totally careful.I just wanna give some additions to your item 1 and 2.
Trả lờiXóa*item 1:
- costumer benefits: good health
- personal values: comfortable life, pleasure
- execution styles: real product symbols, life style
*item 2:
execution styles: real product symbols
execution style:
The three items that you chose was brilliant.
Trả lờiXóaHowever i think it is easy to capture the message in those ads. And I like to have some comments:
Item 1: I agree that it is a impressive ads cuz TV viewer can easily remember the product through the song.
Item 2: I believe this item is a very meaningful one. By using product, we can help others. About the Customer benefits, it is also healthy because if we drink milk, we will be healthier.
Item 3: For this item, I don't think that the General Selling Proposition is what you mentioned above. In my opinion, If you use lifebouy, you won't need worry much about the dirty around you.
Anyway, thanks for interesting entry.
Your entry is good and interesting. Especially, the second advertisement, it is moving and meaningful. After reading it, i think i should do something to help poor children. Besides,three advertisements you chose is not too difficult for readers to understand and analyze. Personally, i think you have done a good job.
Trả lờiXóaHowever, in item 3, i want to add st in "Personal Values" part is happiness and comfortable life.
In my mind , these advertisements you chose, are very funny, interesting and meaningful, so they are worth watching.
Trả lờiXóaI have seen these advertisements for a long time. However, The more I read your detailed analysis, the more I understand advertisements’ slogan which author demonstrated. This means that you comprehended them swiftly and attempt a lots.
Good job