ITEM
1. AD VIDEO.
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Components
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Contents
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1.
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Source
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Unilever group, brand P/S Toothpaste ‘Smile
Vietnam’
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2.
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Target
Audience
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Everyone
because people at all age range and walk of life can use
the product.
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3.
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Medium
(Media)
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Broadcast ( TV)
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4.
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Context
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In 2007, the campaign was launched in order to advertise
for P/S brand with a movement called
Operation Smile Vietnam calling upon help children with defect on their lips.
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5.
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Objectives
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To
make consumers to recognize the endless effort of P/S in improving dental
heath for Vietnamese people, particularly children who hold nation’s future,
therefore to boost sell volume
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6.
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Message
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General
Selling Proposition
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Using P/S is not only good for health of
each individuals but also meaningful to young generation because you are
contributing to cure unlucky children
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Product
Attributes
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Good
for dental health, high quality, useful to bring a nice smile.
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Customer
Benefits
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Have
healthy teeth, be
confident in their smile and have a chance to contribute to help community.
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Personal
Values
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Impressive,
moving, proud of the nation, responsible for society.
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7.
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Message
Execution
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Description
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The lead
talent is Ngoc Khanh, the much admired Miss Vietnam 2008 who has the most prominent
and radiant smile
among all misses Vietnam. Lasting for only 1 minute and 5 seconds, the TVC
seemed to cover fully the soul of VN. It was shot from the north to the south of the country, from the
capital city to far and remote areas. The
background is beautiful geography sceneries, and children appeared
with nice innocent
smiles running together.
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Execution
Style(s)/ Rhetorical Device(s)
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Good
music, beautiful scenes and people.
The
lyric “Smile Vietnam” can be interpreted that children is the future of our
nation, bringing children nice smiles also means making the nation more
strong, beautiful and confident.
The
scenes stretched through the length of the country means the campaign covered
a large scale and took care of all community, therefore appealed everyone.
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8.
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Evaluation
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Very
successful. The connection between the brand name and social activities
increase the customers’ likeness and loyalty, as “emotional” features in
Asian countries such as Vietnam is very high.
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ITEM 2. POSTER.
Volkswagen
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Components
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Contents
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1.
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Source
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Volkswagen auto company
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2.
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Target Audience
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Customers who consider buying a car.
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3.
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Medium (Media)
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Posters
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4.
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Context
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Unknown
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5.
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Objectives
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To persuade customers that the series New Beetle is diminutive,
lovely but strong, powerful and suitable to be driven on even
badly-constructed roads.
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6.
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Message
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General Selling Proposition
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You should drive a New Beetle on any kinds of roads because
its outstanding design enables people to move easily.
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Product Attributes
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Diminutive, attractive
but still strong and usable
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Customer Benefits
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Possess a small nice car which can pass difficult and bumpy terrain.
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Personal Values
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Impressive, convincing, thirsty to possess one.
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7.
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Message Execution
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Description
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On a
very small nook with two sides full of tattered
houses, a group of workers are excavating the road. Some
kinds of barriers are raised to warn people not to pass. There is a Beetle
car coming and one worker is signaling to stop it. It
seems to be impossible for the car to move on; however, the slogan says:
“Life’s less serious when you drive the New Beetle”. It means that the mess
cannot prevent the car from moving on because the New Beetle can challenge all terrain.
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Execution Style(s)/ Rhetorical Device(s)
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Animation
Creativity
Humor
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8.
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Evaluation
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Funny and successful.
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Source:
About your first item:
Trả lờiXóaAll information you mentioned is very detailed and exact. However, I have a suggestion about the way you describe your advertising video.
You had just gave us information about the model in the video and where the scenes are filmed.
It would be better if you can depict what appear in the video in the correct oder. That means what appears first, what appears last... It sounds difficult and apparently crazy; however,if you can do this, the reader can imagin what is presented in the video exactly even when they do not have a change to watch it. One more point is that "seem" should not be use in this case because we cannot put our own feeling here.
By the way, have you thought about the meaning of the Ao dai and the conic hat in this video?
Dear my friend,
Trả lờiXóaI have looked through your items; and I think they're quite interesting. Somehow, I think that there're some details are not very clear.
In your second item, you think that the product's attributes is " Diminutive, attractive but still strong and usable", but in the description part, you didn't point out what details in the picture tell you those product's attributes.
I also think that the poster and its slogan are perfectly match with each other. The slogan say "Life’s less serious when you drive the New Beetle"; and according to you, "it means that the mess cannot prevent the car from moving on because the New Beetle can challenge all terrain" , but in the poster, the Beetle (the car) cannot move on because of the barriers. Therefore, I don't think that "the New Beetle can challenge all terrain"
Sincerely,
Hanh Cao