ENTRY 2_Nguyễn Hoài Anh
Understanding Advertising Campaign
Item 1: Mao's Last Dancer movie poster
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Components
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Contents
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1
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Source
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Designed by The Cimarron Group
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2
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Target Audience
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General public
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3
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Medium (Media)
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Printed ad
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4
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Context
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Mao’s Last Dancer movie premier
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5
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Objectives
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Promote the movie
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6
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Messages
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General Proposition
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“Before you can fly, you have to be
free”
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7
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Product Attributes
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8
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Customers Benefits
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Understanding about a history period
in China and know an extraordinary story about the power of dream.
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9
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Personal Values
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Strong-willed to achieve the dream
despite any restrictions and the love for family
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10
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Messages Execution
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Description
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The poster centers on the movie lead
role Li Cunxin – a Chinese dancer who was willing to defect to America in
search for personal freedom in performing the Western art of ballet, which was
opposed by the Communist China government as a political sensitivity issue. However,
despite being block from returning to China, Li never stopped dreaming of the
day when he could return to his family and bring the inspiration of personal
freedom he had had to the future generations in his beloved homeland. The posture
of Li Cunxin striving upwards with the image of China’s flag flying up along
with his hand symbolizes the thirst for the freedom to dream .
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11
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Execution Styles / Rhetorical
Device(s)
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Image: mood and posture
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12
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Evaluation
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Personally: strong and full of inspirations
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Item 2: Chanel No.5 Commercial Ad.
Link: http://www.youtube.com/watch?v=-dhO5SMNtyA&feature=related
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Components
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Contents
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1
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Source
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Chanel No. 5
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2
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Target Audience
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All women
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3
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Medium (Media)
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TV Broadcast
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4
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Context
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Chanel No.5 88th anniversary celebration
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5
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Objectives
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Promote the legendary scent of Chanel
No.5 perfume.
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6
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Messages
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General selling Proposition
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The perfume acts as a strong bond, a
chemistry effect between two people. With Chanel No.5, the man will love and
follow you wherever you are.
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7
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Product Attributes
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Give you the irresistible fragrance
charm.
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8
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Customers Benefits
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Beauty, charisma and attraction
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9
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Personal Values
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The attractiveness and elegant beauty.
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10
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Messages Execution
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Description
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Audrey Tatou (plays the heroine role
in the commercial) gets on a train setting off from Paris and is brushed past
by a stranger man. The man is charmed by the scent from the woman. When the night falls, the woman brings out
her perfume bottle and the man is, once again, attracted to the fragrance and
mesmerized by it for the whole night. At the stop in Istanbul, the woman
walks around the city and finds that the man she met on the train is always
present nearby. Finally, the man catches the woman and they get close
together; the symbol of Chanel No.5 perfume is shown in the end.
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11
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Execution Styles / Rhetorical
Device(s)
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- Repetition of the figure of the
perfume bottle on the night train that brings the perfume’s aroma to the
extent of physically touchable.
- Story line/acting/mood
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12
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Evaluation
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Simple but stunningly beautiful
and sensual without spoken lines.
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=========================================================================
Source:
Item 1: http://www.impawards.com/intl/australia/2009/maos_last_dancer.html
Item 2: http://www.youtube.com/watch?v=-dhO5SMNtyA&feature=related
Dear Hoai Anh, I love the Item 1.^^ Your analysis is quite good, I just want to make it more perfect by adding " beautiful dance, passion for act or dream, knowledge about Li Cunxin" to the column "Product Attributes". About Item 2, I think Rhetorical Device(s)should be "endorsement" because it is played by a famous French actress Audrey Tatou.
Trả lờiXóaThat's all.Wish you happy!
Love you,^^
Touche!!! That's what I lack, Thank u so much Nga !!!
XóaHoai Anh, i'd love to see the poster of yours. it is very meaningful picture, and i can learn more when you analyzed thoroughly. congratulations!
Trả lờiXóaYour analysis is very specific and meticulous. I think in item 1 if we only see the poster without knowing the film's content, we cann't analyse so specificly like that. I think you focus too much on the film rather than the poster:))
Trả lờiXóahjhj, I know I'd gone a little far too much about the movie. Generally in a movie poster, there are not a lot of things we can infer to the movie's content. The poster is so full of inspirations that makes me think it is very effective in promoting the movie character and making the viewers curious of what is the story behind. ^^ Thank u for commenting. Love u so much!!! Gulia.
XóaDear Hoai Anh,
Trả lờiXóaI think you did a great job because your items are really good; but I think there is a detail you should revise.
In your first item, you reviewed a little bit about the movie's background in the description part; but I think it seems necessary. I think you just need to analyze the message base on the poster, not to tell the story of the movie, which is not in the poster. I know that the background of the movie make it easier to understand the poster; but I still think you should analyze the message just base on the poster images.
Sincerely,
Hanh Cao.