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/