Entry 2_Vương Thị Than

ENTRY2_Vương Thị Thanh

                                                ENTRY 2

                          Understanding advertising messages

Item 1: Frisk chewing gum

 Source: http://www.youtube.com/watch?v=_fOKSENJdOk

Components			Contents
1.	Source		Perfetti Van Melle company
2.	Target Audience		Every viewer, especially people who have bad smell.
3.	Medium (Media)		Broadcast
4.	Context		In 2008, USA.
5.	Objectives		- Develop the buyers’ preference about their products. - Give a solution to the bad smell.
6.	Messages	General Selling Proposition	Using our products, you’ll own the irresistibly fresh breath. It means that you’ll never need to worry about your whiff of foul breath.
		Product Attributes	-         Useful -         Fresh -         Convenient -         Effective
		Customer Benefits	-         Have the pleasure/enjoyment, happiness. -         Have fresh breath. -         Find the solution to the halitosis. -         Become more confident.
		Personal Value	Attractiveness Happiness Confidence
7.	Message Execution	Description	A man with the halitosis feels embarrassed and anxious when meeting her girlfriend. He is standing outside her door for a while in hesitating to wait for his girlfriend to open the door. At that time, he decides to use three chewing gum tablets before coming in her house. However, his breath isn’t still fresh enough, so her dog growls with him. He use one more chewing gum tablet, and it takes effect immediately. As a result, even her dog can be irresistible his fresh breath.
		Execution Style(s)/ Rhetorical Device(s)	- Fantastic - Mood - Musical
8.	Evaluation		Exciting, funny, unique and successful.

Item 2: FedEx

Source: http://ptithcm.org/forum/showthread.php/27918-Nhung-poster-quang-cao-an-tuong-va-hai-huoc.

                                    FedEx: China- Australia

Components			Contents
1.	Source		FedEx Corporation
2.	Target Audience		Every viewer, especially people who need to use the express delivery.
3.	Medium (Media)		Posters, Billboards, Internet.
4.	Context		Unknown
5.	Objectives		Advertise the outstanding quality of the service. => Develop users’ preference.
6.	Messages	General Selling Proposition	If you use our services, we ensure that we will bring the best services for you. All your packages will be delivered to everywhere in the world in the shortest time.
		Product Attributes	-         Very fast -         Reliable -         Convenient
		Customer Benefits	Have the good and reliable service for delivering.
		Personal Value	- Interesting - Attractive
7.	Message Execution	Description	Two persons live in different continents. One of them lives in China, and the other lives in Australia. Thus, the distance between these people is very far. However, thanking to FedEx’s express delivery services, everything will become easier and simpler. Now, their distance is shortened as close as two departments in a building.
		Execution Style(s)/ Rhetorical Device(s)	- Fantasy - Overstatement
8.	Evaluation		Convincing, creative and successful.