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