Entry 2_Hồ Việt Phương

Item 1: Volkswagen: "The Force"

Components			Contents
1	Source		Volkswagen
2	Target Audience		Modern Family
3	Medium		Broadcast advertising
4	Context		During the 2011 Super Bowl
5	Objectives		Promoting the 2012 Volkswagen Passat.
6	Messages	General selling proposition	The new remote control locking device
		Product attributes	Modern, Luxurious, High-tech, Convenient
		Customer benefits	Convenience
		Personal values	Funny, Happiness, Wisdom
7	Message execution	Description	A kid in full-on Darth Vader costume trying to use "The Force" to alter the world around him. But much to his dismay, all of his attempt to use "The Force" are unsuccessful. The dejected Dark Lord mopes around the kitchen before trying one more use of The Force on his dad’s Volkswagen. And to his surprise, his "Force" actually works this time. Cut to his parents looking out to the driveway at him with Dad’s fingers on the remote control start button.
		Execution styles Rhetorical devices	Music, Image/mood, Fantasy
8	Evaluation		Impressive, humorous and very effective.

Item 2: Sony Nex-5: A little profesional

Components			Contents
1	Source		Sony
2	Target Audience		Young Adult, Adult
3	Medium		Printed Ad (Poster)
4	Context		2010
5	Objectives		-Boost sale. -Promoting Sony's new camera: The Nex-5
6	Messages	General selling proposition	With the little Nex-5, being a professional phorographer is in your hand
		Product attributes	Convenience, Portable, Modern
		Customer benefits	Convenience, Have great photos
		Personal values	Wisdom, Funny
7	Message execution	Description	professional photographers positioned to take a shot holding a large SLR camera that has been replaced by a Sony compact camera.
		Execution styles Rhetorical devices	Image/Mood
8	Evaluation		Personally: Good impression, fun