Entry 2_ Cao Hạnh
Entry 2
Understanding advertising
messages
Item 1 : Heniken advertisement
Components
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Contents
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1.
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Source
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From website : youtube
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2.
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Target Audience
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Man
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3.
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Medium (Media)
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Television, Websites
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4.
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Context
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The handsome, elegant,
courtesy, subtle, considerate,
flexible man come to a party where a lot of people know and like him. And
take care and communicate with everyone really great and everybody seem
really like and satisfied with him.
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5.
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Objectives
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Promote Heniken beer
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6.
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Message
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General
Selling Proposition
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Build
product’s image, ersuade customer to buy the product, increase company’s
reputation
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Product
Attributes
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Taste
good
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Customer Benefits
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Have fun
and make friends from everywhere: To open
your world
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Personal Values
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Happy and funny
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7.
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Message Execution
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Description
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The advertisement
want to show that if you buy the Heniken beer, you can have fun and
make a lot of friend even if they come from anywhere all over the world (Open
your world) . You also can create your own style like the man in the ad if
you use the product.
Another way to understand the advertisement is : The man
is the represent for the Heniken’s products – a beautiful, good quality
product . Heniken beer will serve everyone from all over the world with the
most elegant, courtesy, subtle, considerate, flexible
way and always make you satisfied
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Execution Style(s)/ Rhetorical Device(s)
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Musical
Metaphor: : The handsome
man = Heniken’s product
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8.
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Evaluation
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This advertisement is really interesting , creative ,
effective and successful.
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Item
2 : Coca-cola poster
Components
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Contents
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1.
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Source
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From website :google
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2.
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Target Audience
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Everyone
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3.
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Medium (Media)
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Television, Websites
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4.
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Context
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A long row of Coca-cola bottles and the sentence : “continuous
quality is quality you trust”
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5.
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Objectives
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Promote Coca-cola’s product
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6.
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Message
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General
Selling Proposition
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Build
product’s image, persuade customer to buy the product, increase company’s
reputation
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Product
Attributes
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Taste
good
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Customer Benefits
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Have fun
and release your
thirst
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Personal Values
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Happy and funny
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7.
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Message Execution
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Description
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“Continuous quality is quality you trust” means the
quality that always good is the quality that you choose. And the long row of
coca-cola bottle means coca-cola is ‘continuous’ (always good) so that
coca-cola should be your choice
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Execution Style(s)/ Rhetorical Device(s)
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Funny,
creative
Symbolized
Mood/ image
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8.
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Evaluation
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This advertisement is really interesting , creative, effective
and successful.
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Item 1:
Trả lờiXóaI watched the ad of Heineken beer, and I love it because of the song and the handsome man. However, about your analyzing, I think there are some mistakes that you should change.
- Source: you should give the name of the company, for example: Heineken beer.
- Context: the background of the ad should be added here instead of the content.
- General selling proposition means the massage that we get from the ad. In this situation, I think it could be Heineken beer is very popular, and it can open your world (widen your network, turn the stranger, or even enemy, into friends)
- Customer benefit: enjoy the good taste, quench your thirst, be popular, etc.
- Personal value: professional, attractive, happy, etc.
- Description: the content of the ad.
- Execution style: you should add: humorous.
Dear Hanh! I think that your item 1 is not ok. The source is not the youtube, it is Heineken. You made a confusion about context and description. Product attribute should be "good taste", and customer benefits is not "have fun and make friends from everywhere: to open the world". It should be fresh, enjoyable, etc. I also don't agree with you by the metaphor in rhetorical device. the second item also has the same problem in source, context and product attributes.
Trả lờiXóaIn the item 2, the source is Coca Cola Company, and the general selling proposition, I think, is that the quality of each Coke bottle is the same. The line image brings out the professional production line. Great poster and very good analysis!!!
Trả lờiXóai think you have some problems with your item 1:
Trả lờiXóasource: you should give the name of the company not google
you mistake the context. it should be when this ad takes place
General selling proposition means the message that we get from the ad not the objectives of this ad.
description: you should give the process of this ad, discripe it
Hope that my comment will be useful for you