Entry 2:
Understanding advertising messages
Item 1: " Method detoxed" advertisement.
Components
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Contents
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1
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Source
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TBWA\CHIAT\DAY,
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2
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Target Audience
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Housewives
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3
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Medium(Media)
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Poster
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4
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Context
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Nowadays
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5
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Objectives
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To persuade housewives to buy this product
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6
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Messages
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General selling proposition
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Your health may be damaged because of toxins in your house. Making your house clean by using "method detoxed"
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Product attributes
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The home stays safe
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Customer benefits
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No one gets hurt, everyone is happy
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Personal values
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Health, happiness
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7
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Messages execution
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Description
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A bottle holds the green liquid and some words show that this liquid can make the house so clean. Another image is that a beautiful and clean house is in another bottle.
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Execution style(s) Rhetorical device(s)
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Image
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8
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Evaluation
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it's quite easy to understand and persuade people to buy the product.
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Item 2: " Plastic bag reduction at Tesco" advertisement.
Components
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Contents
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1
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Source
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Tesco supermarket
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2
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Target Audience
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Tesco's customers
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3
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Medium(Media)
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Television
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4
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Context
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Modern life
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5
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Objectives
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To make awareness about the decrease of using plastic-bag to protect environment
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6
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Messages
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General selling proposition
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Using bio-bag instead of plastic bag or using bag for many times as possible
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Product attributes
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less using plastic bag - every little help
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Customer benefits
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having a environment that less polluted in the future
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Personal values
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health, beautiful world
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7
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Messages execution
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Description
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The stars are showing that you do not have to use carrier bags at Tescos, comedian Ronnie Corbett is using his golf trolley, travel journalist Alan Whicker is using his suitcase, jockey Frankie Dettori is using his horse bags, actress Martine McCutcheon is using her make up bags and magician Paul Daniels is using a magic bag.
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Execution style(s) Rhetorical device(s)
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humorous, overstatement
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8
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Evaluation
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It effects on the action of people when using carrier bag
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