ENTRY 2: TRƯƠNG MINH TIẾN

ITEM 1: COMMERCIAL CLIP

Source: http://www.youtube.com/watch?v=8RKinnLIE7Q&feature=related

Components Contents 1 Source Kangaroo Water Dispenser 2 Target Audience Everyone 3 Medium Broadcast on TV (Commercial break) 4 Context In the year of 2011 5 Objectives Boost sales Create band awareness on the consumers 6 Messages General Selling Proposition Said to be the top water dispenser in Vietnam, providing a healthy pure fresh water source Product Attributes Health care service Customer Benefits No benefits. The fact that a 4-second commercial break, together with an annoying sharp noise, kept smashing against the TV screen for precisely 15 minutes in the middle of the night makes the viewers (and also the target customers) feel like they were being punched on the face. Personal Values Arrogance, self-conceit, meaninglessness, irritation, stupidity, patheticalness, ridiculosity 7 Message Execution Description A green background with 2 lines saying “Kangaroo” upper and “Máy lọc nước hàng đầu Việt Nam” lower with the voice of a man saying exactly what are on the screen in a stupid tone. Everything happened in 4 seconds, again and again! Execution styles Rhetorical devices Use the sound and the “sudden element” to “impress” the viewers! 8 Evaluation Completely fails. This is the biggest disaster of the commercial industry of Vietnam, causing the adverse effect and inevitably be boycotted by the customers.

ITEM 2: POSTER

Source: http:  //10steps.sg/articles/advertising-wars-pepsi-vs-coca-cola/

Components			Contents
1	Source		Pepsi Agency
2	Target Audience		Everyone
3	Medium		Posters and Billboards in public places
4	Context		-
5	Objectives		Convince the customers that Pepsi is better and more popular than Coca Cola
6	Messages	General Selling Proposition	Despite the harsh weather, people still come to Pepsi, ignoring the Coca automatic selling machine right beside
		Product Attributes	“Survive” under any circumstances
		Customer Benefits	Refreshment and Satisfaction
		Personal Values	Fun, aggressiveness
7	Message Execution	Description	Two automatic drink selling machines standing next to each other in the snowy weather, one is Pepsi, and the other is Coca. There’s a path to the Pepsi machine, whilst the Coca one is covered with layers of snow and ice.
		Execution styles Rhetorical devices	Metaphor: The poster implies that Pepsi is far more popular and loved by people than Coca. The path to the Pepsi machine symbolizes the loyalty of the customers to this product, while the ice and snow on the Coca machines tells the indifference that Coca is being given: no one cares about Coca, especially when standing next to Pepsi.
8	Evaluation		Creative and persuasive.