Entry 2_Phạm Mỹ Hạnh

Item 1: Vinamilk 100% fresh milk advertisement.

 

Source: http://www.youtube.com/watch?v=Q-HMmBjyR5c

Components			Contents
1	Source		Vinamilk
2	Target Audience		Every one
3	Medium (Media)		Broadcast on TV
4	Context		In 2010, there are many fresh milk commercials which are similar to one another. Vinamilk created a quite special advertisement that does not press the physical effects but the emotional effects when kid drink the nutritious milk. -This commercial follows the commercial of happy cows in 2007 with the idea is happy cows produce the best milk.
5	Objectives		Create an image of nutritious honest fresh milk that brings a happy healthy life to everyone.
6	Message	General selling proposition	Vinamilk 100% fresh milk is not just milk, it is happiness.
		Product attributes	Fresh, honest, delicious, cheerful.
		Customer benefits	If you use Vinamilk 100% fresh milk, you will be healthy and happy.
		Personal values	Happiness; fun, exciting life, pleasure.
7	Message execution	Description	A kid sits with a cow on a bench in a park. While the kid is drinking Vinamilk 100% fresh milk, he and the cow laughing together happily. Therefore, at the end of the advertisement, the cow fells back the bench.
		Execution style(s) Rhetorical device(s)	Musical, humorous, image.
8	Evaluation		- Personally: very funny, it makes me laugh all the time I watch.  -We can feel the happiness through this commercial although we have never drunk Vinamilk 100% fresh milk and we really want to try once. -The commercial is successful because after it, Vinamilk is still one of the largest selling milk brands in Vietnam.

Item 2: Megastar media poster

Components			Contents
1	Source		Megastar
2	Target Audience		Everybody
3	Medium (Media)		Printed on panels
4	Context		In 2007, Megastar had its new cinema in Hai Phong.
5	Objectives		Increase demand of enjoying a movie in a modern and professional cinema.
6	Message	General selling proposition	If you see a movie in the large Megastar’s screening, it is a true movie. However, when you see it on another screen, it is smaller and just like the toys for children.
		Product attributes	Modern, professional, creative.
		Customer benefits	If you see movies in Megastar, you will be enjoyed the arts completely, entertained perfectly.
		Personal values	Pleasure, excitement.
7	Message execution	Description	The poster of the famous film Titanic is recreated by a toy ship on the left, and on the right, there is a small ice. The warning: “On a smaller screen, you get a smaller movie” is in the middle. On the left, at the bottom is logo of Megastar.
		Execution style(s) Rhetorical device(s)	Image, humorous, animation.
8	Evaluation		It is very interesting and creative. It reminds us the disadvantage of seeing movies on a small screen which decreases the quality of them. Therefore, we want to go to Megastar to enjoy the movie completely.

Source: http://uaddit.com/discussions/showthread.php?t=642

Entry 2_Le Thi My Le

ITEM 1: “GET THE POWER TO CLEAN ANYTHING” advertisement

Components			Contents
1.	Source		The Clorox Company
2.	Target Audience		Housewives
3.	Medium (Media)		Magazines, Newspapers, Billboards, Websites
4.	Context		1950s: the time when housewives craved for proving herself and equality
5.	Objectives		Promote a wide range of Clorox cleaning products
6.	Message	General Selling Proposition	The ad builds up the image of a beautiful yet independent, powerful woman that every housewife wants to become, therefore, encourages them to buy the company’s products. It also implies that the housework indeed is hard and the women indeed are very strong.
		Product Attributes	Powerful Multi-use
		Customer Benefits	Can clean any kind of dirt Experience the sensation of a “powerful” woman
		Personal Values	Flattered, satisfied
7.	Message Execution	Description	The ad portrays a woman in red bandana and blue coveralls showing her muscle, who resembles “Rosie the Riveter” – the cultural icon of the U.S. However, her way of folding the bandana, well-manicured nails, hairstyle and especially her face call attention to a typical housewife. Being both feminine and masculine, she has “the power to clean anything”: stains, odors, grease, etc.
		Execution Style(s)/ Rhetorical Device(s)	Symbol (Rosie the Riveter) Hyperbole(to clean anything)
8.	Evaluation		The ad is not only successful in term of persuading customers to buy the products but it also brings up a significant social message that signals a revolution of female roles.

ITEM 2: “Take the bus” advertisement

Components			Contents
1.	Source		Flemish transport company De Lijn
2.	Target Audience		People in Northern Belgium
3.	Medium (Media)		TV, Internet
4.	Context		In the company’s advertising campaign in 2009
5.	Objectives		Encourage people to “take their bus”
6.	Message	General Selling Proposition	The ad gives the proof why it’s smarter to travel in group. It focuses on the nature friendliness of public transport and the fact that taking the bus gets you faster through traffic.
		Product Attributes	Safe Convenient
		Customer Benefits	Get safe rides Get rid of some traffic problems
		Personal Values	Funny, relaxing
7.	Message Execution	Description	A group of ants beating an aardvark in by their solidarity
		Execution Style(s)/ Rhetorical Device(s)	Animation Creativity Humor Metaphor (the aardvark: traffic problems)
8.	Evaluation		The message is simple and easy to grasp but still very convincing

Entry 2_ Trần Thị Nguyệt

ENTRY 2

Understanding advertising messages

Item 1: Heineken beer advertising clip

Components			Contents
1	Source		Heineken beer
2	Target audience		Every viewers
3	Medium (media)		Broadcast on TV or internet
4	Context		Unknown
5	Objectives		To inform the appealing power of Heineken beer
6	Messages	Gegneral selling proposion	Heineken makes is so mouth Watering that nothing can replace even the the attracting of a beautiful sexy girl, and you can’t resist it.
		Product attributes	Good taste, relaxed feelings, and suitable for both men and women.
		Customer benefits	Enjoyment, thirst-quenching, tastety
		Persional values	Fun, happiness, interesting
7	Messages Execution	Description	A men in the super market sees a girl who is trying to take 2 bottles of Heineken beer on the top of the shelf. She is look nice and he seems to be attracted at all. He approachs to the girl and seems to help her. When he takes the beer down, he hold it and go away.
		Execution style(s)/ rhetorical device(s)	Humorous, music
8	Evaluation		the advertisment is very successfull because it gives a good impression of product, and brings happiness whenever people watch it.

Source for Heineken advertising clip



Item 2: Heineken beer poster

Components			Contents
1	Source		Heineken beer
2	Target audience		Every people
3	Medium (media)		Printed advertising
4	Context		Halloween festival
5	Objectives		To increase the demand of Heineken in Halloween festival
6	Messages	Gegneral selling proposion	Heineken is suitable for every one in every social classes Heineken brings happiness in every festivals
		Product attributes	Good taste, relaxed feelings, and can be enjoyable in every weather
		Customer benefits	Enjoyment, tastety, thirst quenching
		Persional values	Fun, excitement
7	Messages Execution	Description	Six mens in toilet. They are in difference kinds of devil and ghost. They used a lot of beer in Halloween festival, so the toilet is full.
		Execution style(s)/ rhetorical device(s)	image
8	Evaluation		This poster is very creative that create a high demand of the product. Therefor, it is successfull

Source for Heineken beer Poster