Entry 2 _ DANG THU TRA

Item 1: Video
http://www.youtube.com/watch?v=1Mv9CovjUhE

Components			Contents
1	Source		Megastar cinemas
2	Target Audience		Every viewer
3	Medium (Media)		Broadcast (Internet, television)
4	Context		In 2011 when Megastar opened some more cinemas
5	Objectives		Develop brand awareness, make customers like and want to use Megastar’s services
6	Messages	General selling proposition	All people who have experienced great time at Megastar Cineplex find themselves immerse in the movies world and don’t want to return at all
		Product attributes	Digital technology, bright, stunning high-definition images, superior surround sound and premium film presentation
		Customer benefits	Enjoyment, real experience
		Personal values	Curious, attractive, funny
7	Message execution	Description	There are some peoples who have the same uncommon and funny actions. They make everyone really curious, but the fact is that they have been to Megastar and experienced really great time at here.
		Execution styles Rhetorical devices	Mood, movie images, music
8	Evaluation		Impressive and very effective.

Item 2: Poster

Components			Contents
1	Source		Neonade Mobile phone
2	Target Audience		All viewers
3	Medium (Media)		Poster on the magazines, internet, …
4	Context		2012 when the company releases a new model of mobile phone
5	Objectives		Promote the new product
6	Messages	General Selling Proposition	“ Don’t think. Feel “
7		Product Attributes	Fashionable, style, modern, convenient
8		Customers Benefits	High technology, beautiful appearance and convenience
9		Personal Values	Impressive, beautiful, charm, modern
10	Messages Execution	Description	The poster has three main components. The first component is the word “Neonode” on the top left corner. The second one is the photo of a woman with her face and her right arm in the middle. She is wearing a black costume and has a lot of bracelets on her arm. The point is the cell phone inner the back of her hand. She is turning away and put her hand near the ear like she's answering a phone call. The last one is the Neonode phone on the bottom right corner. The poster has the dominant color is black (the cell phone's main color).
11		Execution Styles / Rhetorical Device(s)	Image, colors, model
12	Evaluation		Attractive, effective, successful

Entry 2 - Cao Mai Hương

Item 1

 TV Commercial: Jean Paul Gaultier's Perfume 'Ma Dame'

Components			Contents
1	Source		Jean Paul Gaultier Directed by Jean Baptist Mondino
2	Target Audience		"For woman who is unique, unconventional, and different."
3	Medium		Broadcast Advertising
4	Context		2008
5	Objectives		Promoting Jean Paul Gaultier's new fragrance for women 'Ma Dame'
6	Messages	General selling proposition	The idea of femininity was interpreted in a rebellious, modern and unconventional way which is called 'style garçonne'
		Product attributes	Funky, enegertic, fashionable, boyish femininity.
		Customer benefits	Users would feel confident, unique and a little bit rebellious.
		Personal values	Cool, unique, daring and a trend-setter
7	Message execution	Description	Famous adrogynous-styled supermodel Agyness Deyn was walking toward the camera, dressed up in a masculine suit with a platinum wig. Suddenly she stopped, hold a pair of scissors then snipped her wig, ripped off her sleeves, cut off her pant legs. After that she opened her white shirt, revealing the sexy black brassiere. She put the belt on then danced with the background music .
		Execution styles Rhetorical devices	Music, Image/ Mood.
8	Evaluation		Novel, chic, original.

Item 2:

 Movie Poster: "Pulp Fiction"

Components			Contents
1	Source		Miramax
2	Target Audience		General Public
3	Medium (Media)		TV Broadcast
4	Context		1994
5	Objectives		Promote the movie
6	Messages	General selling Proposition
7		Product Attributes	Narrative, crime, violent, sexual affair.
8		Customers Benefits	A chance to experience a film which includes punchy dilogues, characters' sense of humour, and unforgetable graphic violence and sexuality.
9		Personal Values
10	Messages Execution	Description	The poster was printed as a cheap paperbacked book's cover. The creases in the bottom right hand show that the book is old and has been read many times. It might be director's intention that he wants the film to look older than it actually is. The title of the movie appears in large, bold, yellow letters and takes the header of the poster, contrasts with the red background. The main part of this poster is the picture of a young woman lying on a bed, holding a cigarette with her head and her eyes fixed toward the camera. This implies a seductive image and reveals sexual references in the film. However, there is a gun near by, which is a indicator for the movie's genre: crime and violence.
11		Execution Styles / Rhetorical Device(s)	Image, Symbol (e.g: gun = violence and crime)
12	Evaluation		Strong, provocative and effective.

Source:

- 'Ma Dame' TV Ads, retrieved from http://www.youtube.com/watch?v=DPhNmDCsyS0

- 'Pulp Fiction' Movie Poster, retrieved from http://www.imdb.com/title/tt0110912/

Entry2_TranMyLinh

Item 1:

Link: http://www.youtube.com/watch?v=0MzmOsgPjfQ

Components			Contents
1	Source		Thai life insurance
2	Target Audience		Every viewer
3	Medium (media)		TV/broadcast
4	Context		Unknown
5	Objectives		Attract everyone to buy insurance. Show characteristic of product and reason for choosing it.
6	Messages	General selling proposition	It should be always prepared for unexpected situations. Moreover, it is suggested that you should give your beloved relatives the wholehearted care with Insurance.
		Product attributes	Offer the best care for your close relatives. Be spare for unexpected cases.
		Customer benefits	To feel secure about future To be ensure about finance
		Personal values	Moved, emotional, inner thought, altruistic
7	Message execution	Description	A little girl felt self-inferior because her father is a deaf-mute. She was teased, sneered at school by classmates only because her father could not speak and hear at all. Therefore, she had quarrel with her father. She did not found the love that her father always gave her day by day. Until to be save life after the suicide, she cried for understanding how much love and sacrifice her dad gave her. “there is no perfect father but the father always loves perfectly”
		Execution styles/ Rhetorical device(s)	Short movies, moving action, mood, musical, slice-of-life, fictional
8	Evaluation		This advertising is so emotional that viewer cannot help keeping tears. It really is successful further a insurance commercial.

  

 Item 2:

Components			Contents
1	Source		Canon
2	Target Audience		Every viewer
3	Medium (media)		Poster
4	Context		Unknown
5	Objectives		Show outstanding characteristics of Canon camera Make buyer focus on product.
6	Messages	General selling proposition	The speed of catching images of Canon is outstanding. The quality of picture is high, colorful and clear even it is photographed when objects is moving.
		Product attributes	Modern, high-tech, preeminent
		Customer benefits	Easy to use, take high quality photographs
		Personal values	Funny, impressive, be attracted
7	Message execution	Description	A leopard was fixed in running posture by many props.
		Execution styles/ Rhetorical device(s)	Fantasy, humorous
8	Evaluation		This is a very impressive poster attracting everyone’s concern.