Entry 2: Capturing the message
Item 1: “Wrigle Double mint” advertisement:
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Components
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Contents
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1.
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Source
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Wrigle Double mint
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2.
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Target audience
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Youngsters
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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 make viewers develop a liking or preference for Double mint gum ( affective
dimension)
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6.
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Messages
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General selling proposition
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If you use Double mint gum, you will have fresh breath and
feel more confident to do something you do not dare to do before.
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Product attributes
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Good taste, a cure for lack of confidence
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Customer benefits
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Fresh breath
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Personal values
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More confidence, social attract and respect
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7.
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Message
execution
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Description
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When a man is in an elevator, a beautiful girl walks into
there and stands by his side. He recognizes that she is a famous person, so he
is so confused and embarrassed that he does not dare to say “hi” with the
girl. Then he chews a double mint gum, his fresh breath attracts the girl.
When the door of the elevator opens, many journalists stand there to wait the
girl, he is confident and his fresh breath make all people feel excited. The
slogan is that: “more confident, closer together”.
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Execution styles
Rhetorical devices
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Musical: the
merry song (“a beautiful day”) serves as the musical background of
advertisement.
Life style/ images:
all characters are young.
Antithesis: a
famous beautiful girl vs an ordinary unattractive man.
Image: the menthol
leaves, which the man breathes out stand for fresh breath.
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8.
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Evaluation
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Personally: good impression on youthfulness and joyfulness
of advertisement.
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Item 2: “KFC Vietnam
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Components
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Contents
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1.
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Source
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KFC
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2.
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Target audience
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Every viewers (especially who often go out for meal)
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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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Create the need to enjoy meal comfortably and quickly in a
new way and KFC fast food can met that demand (cognitive, affective, and
conative dimensions)
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6.
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Messages
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General selling proposition
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If you eat fast food in KFC‘s restaurant, you will have
good meals comfortably.
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Product attributes
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Good taste, cheap cost, convenient services.
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Customer benefits
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Enjoyment of good meal without any troubles, saving money
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Personal values
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Wisdom, comfort, excitement, happiness.
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7.
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Message
execution
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Description
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When a man starts his meal in a small open restaurant on
the pavement, he is disturbed by chasing restaurant of police. Then he
chooses to have meal in KFC’s restaurant, he is completely happy, excited
without worrying any troubles.
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Execution style
Rhetorical devices
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Real product
symbols: the images of product appears in advertisement.
Humorous: - the
man’s meal is taken, he only realizes that when he looks down.
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When the man is having meal in restaurant, people are being chased by police
outside.
Overstatement
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8.
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Evaluation
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Personally: good impression
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Item 3: “WMF Grand Gourmet knife” advertisement:
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Components
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Contents
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1.
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Source
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WMF company
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2.
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Target audience
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Every people (especially who often cook meal)
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3.
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Medium( media)
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Printed ad (on newspaper or magazine)
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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 make people develop a liking or preference for the product
(affective dimension)
To persuade people buy the product (persuasive-conative
dimension)
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6.
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Messages
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General selling proposition
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If you use WMF Grand Gourmet knife, you can cut anything.
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Product attributes
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High-grade special steel, fit and hygienic handle
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Customer benefits
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Cutting everything even hard like chopping-board
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Personal values
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Wisdom, comfort
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7.
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Message
execution
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Description
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A chopped carrot is on chopped board. The WMF Grand
Gourmet knife does not only cut the carrot but also the cutting board on
which it is placed. The slogan “sharper than you think: The WMF Grand Gourmet
knife with Damasteel blade” is in a simple font type at the end of the ad. A
mall logo of company is put at the right of the ad.
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Execution style
Rhetorical devices
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Real product
symbol: the image of product at the end of the ad on the right side.
Overstatement:
actually, the knife is not sharp enough to cut the board like that
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8.
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Evaluation
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Personally: it makes viewers impress, however, the ad uses
photoshop, so it looks unreal and less convincing.
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References:
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