Item 1: Coca-cola Advertisement.
I'd Like to Buy the World a
Coke Commercial - 1971
http://www.youtube.com/watch?v=2msbfN81Gm0&feature=player_embedded
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Components
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Contents
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1
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Source
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Coca-cola
company
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2
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Target
Audience
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Every
viewers
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3
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Medium
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Broadcast
( TV)
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4
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Context
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It
was made in 1971 and was a part of “It’s The Real Thing” campaign of
Coca-Cola company.
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5
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Objectives
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Making
customers like and want to buy the product.
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6
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Messages
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General
selling proposition
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Coca-cola
can make people be close to each other.
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Product
attributes
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Good
taste (the expression on the face), suitable with everyone.
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Customer
benefits
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Enjoyment,
passion.
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Personal
values
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Wisdom,
Harmony, Happiness, Solidarity, Confidence.
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7
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Message
execution
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Description
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People
of all races and colours from many countries stand and sing together with
smiling face.
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Execution
styles
Rhetorical
devices
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Mood/Image
, Music
Endorsement
(actors from more than 20 countries) .
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8
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Evaluation
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ITV ranked 'Hilltop' as the greatest TV ad
ever made.
Following the ad's success, the lyrics were
adapted to remove the Coke reference and the song was renamed 'I'd Like To
Teach The World To Sing'. Since 1971, the song has been recorded and released
more than 75 times.
Channel 4 ranked 'I'd Like To Teach The World
To Sing' as the greatest song from a TV ad.
Mancunian rock band Oasis used the song as
inspiration for the track 'Shakermaker' on their 1994 album 'Definitely
Maybe'.
Personally, the advert is very successful.
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Item 2: Poster Advertisement: Avril Lavigne
Fragrance
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Components
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Contents
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1
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Source
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Avril
Lavigne
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2
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Target
Audience
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Women(
particularly youngster)
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3
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Medium
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Poster.
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4
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Context
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The
poster is made in 2011 and is set to be
followed by an upcoming fragrance named 'Wild Rose”.
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5
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Objectives
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Make
people like this product.
Continue
to prove the frame of the previous products.
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6
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Messages
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General
selling proposition
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Though the tagline for the new perfume is "Dare
to Discover", Avril wants to give the
message that: "follow your dreams".
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Product
attributes
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Providing
customers a mysterious and magical fragrance
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Customer
benefits
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Confident,
charm, fashionable.
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Personal
values
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Wisdom,
mystery, Impression
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7
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Message
execution
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Description
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Avril Lavigne who plays Alice in the story
Alice in wonderland first walks towards a gate, which is closed to her.
She then enters, and a gust of wind draws her attention to a light beckoning
to her. She finds the "Forbidden Rose", which she holds in hand.
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Execution
styles
Rhetorical
devices
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Image,
Fantasy
Endorsement.
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8
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Evaluation
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Impressive
and very effective.
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your items are interesting. You also analise them well and deeply. You completely agree with you about the content.Especially, in the "evaluation" row of Item 1, you gave much useful information about the advertising and detailed this part.
Trả lờiXóaItem 2: I specially like the story in the "description" part. it is so interesting.
Thanks for your comments!:)
XóaItem 2:
Trả lờiXóa-Source: you should write the name of the company (if the name is Avril Lavigne, it's ok).
-Objectives: not just "like this product", but evoke the curiosity of the customers and make them buy it (discover it).
-General selling proposition: what makes you think about following the dream? I cannot see any evidence.
-Personal values: just mystery, Impression and attraction.
-Evaluation: I think you should add the reason why you think this ad is "effective".
Good luck. ;)
Thanks! I agree with you about objectives and personal values. About General selling proposition, because the tagline is" Dare to discover and the previous product has the same context, i think what Avril wants to convey is "follow your dreams". And the last one is Evaluation, I really feel that it is effective. That's personal.
XóaAnd thanks again! Love you!^^
The Coca cola commercial is amazing!!! With this commercial, Coke had had its product touching all people in the world. The success of this ad is unarguable ^^ I just want to add a little note in the selling proposition: Coca Cola/Coke drink is in harmony with all cultures in the world, it is what people has in common, it's real, it's the future. The strength of this product in the whole wide world is what I feel strongly in this commercial ad.
Trả lờiXóaIn Item 2, the Message execution show that there must be a video for this product right. The product poster is impressive, yet Dare to Discover tents to give the fragrance a mysterious side rather than to find one's dream :D just my thoughts of it.
Thanks for your comments Hoai Anh!!! I will consider about it. Love you so much!!!!!!!!!:))
Trả lờiXóaDear Nga,
Trả lờiXóaI looked through all of your items; and I think they're quite good.I afraid that there some details is not very clear in your items.
In the second items, in the description part, you say "Avril Lavigne who plays Alice in the story Alice in wonderland", but what details in the poster tell you that Avril plays Alice role?
And I think you should explain the connection between "Dare to Discover" and "Follow your dreams". I think that the confidence to discover the new things is not only in following our dreams, but also in discovering every sides of life or finding out the new inspiration ... In short, I think the slogan "Dare to Discover" have variety of meanings than only "Follow your dreams".
I hope that you will think about my comment and revise this small detail.
Sincerely,
Hanh Cao
Item 2:
Trả lờiXóaThe mistyque surrounding Arvil Lavigne and the spectrum of the poster captivated me. Wise selection indeed! I agree with most of your analysis, but there is this small matter. The slogan "Dare to discover" here does not refer to"following your dreams" in my opinion. WIth me, it appears challenging as the poster (the slogan included) brings out the sense of competitiveness. It is like challnge me to take risks which means pay a certain amount of money and discover the sense of this unique perfume.
Also the fact that the previous products which follow the same context does not show me any relevance at all.
Well, personal constructive ideas lah~