Entry 2_ Lê Thị Thu Sương

Item 1: Poster.
http://www.google.com.vn/imgres?q=CHANEL+NO5&hl=vi&sa=X&biw=1517&bih=666&tbm=isch&prmd=imvns&tbnid=0Mu4a3VxQoFeUM:&imgrefurl=http://myphamplaza.vn/index/product.php%3Fid%3D549%26sfact_id%3D65&docid=U8VbMSdIxuToWM&imgurl=http://myphamplaza.vn/index/images/Ad_Chanel_No5_415.jpg&w=415&h=540&ei=kX9TT_WnNoSdiAfg0rWPDg&zoom=1

Components			Contents
1	Source		Paris, France
2	Target Audience		Women
3	Medium		Posters at shopping malls, airports, train stations; on high streets; on fashion magazines, etc.
4	Context		The year of 2004
5	Objectives		Making customers like and want to buy the product.
6	Messages	General selling proposition	If you choose Chanel No 5, you will be a luxurious and noble woman.
		Product attributes	Providing customers a seductive fragrance.
		Customer benefits	Confidence and attraction.
		Personal values	Impression, charm, mystery, luxury.
7	Message execution	Description	The poster has three main components. The first component is he word “No5” on the top left corner. The second one is the photo of Nicole Kidman (a world-famous American actor) in the middle. She is wearing a black back dress with a long necklace on her back. The pendent is a circle with the word “No 5” inside. She is turning away. The last one is the No 5 perfume bottle on the bottom right corner. The poster has only two colors: black and light yellow (the color of Chanel No 5).
		Execution styles Rhetorical devices	Mood/Image (the women in the poster is an image of a noble and luxurious woman). Symbol: black symbolizes for luxury and mysteriousness.  Endorsement.
8	Evaluation		Impressive and very effective.

 Item 2: Broadcast.

Very cool Heineken commercial

http://www.youtube.com/watch?feature=player_embedded&v=Jzjga17oBqk

Components			Contents
1	Source		Holland
2	Target Audience		Adult
3	Medium		Broadcast
4	Context		In the year of 2007
5	Objectives		Make the customers like and believe in the quality of the product.
6	Messages	General selling proposition	Customers can enjoy its unique taste like the original product’s in 1873.
		Product attributes	Good taste, refresh.
		Customer benefits	Enjoyment, Refreshment.
		Personal values	Funny, Happiness, Wisdom.
7	Message execution	Description	A courteous man in 21st century finds that there is no Heineken left in his refrigerator. He immediately gets out of his house, takes a taxi and goes to a bar to buy some cans. Uncannily, wherever he goes, everything all changes, back to the scene of 1870s. The man is very surprised but very curious also. He arrives at a bar, comes in and orders a Heineken. The bartender gives him a glass; he drinks a full gulp right then. He finds that “ It’s really the same”. Then, he orders more cans to take away. The bartender gives him many glasses instead of some cans of beer which likes the way people did in 1870s.
		Execution styles Rhetorical devices	Music, fantasy. Image/ Mood. Endorsement. Metaphor ( The unchanged taste of Heineken beer).
8	Evaluation		Impressive, creative, effective.