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