Entry2 _ Hà Thị Thu Trường

Item1 : "The Pause That Refreshes”

Source: http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136

Components			Contents
1	Source		Coca-Cola  agency
2	Target Audience		Everyone, especially  busy ones
3	Medium		Poster in public places, online magazine..
4	Context		"Thirst Knows No Season" campaign, in 1992
5	Objectives		Persuade customers to drink  Coca cola every single day
6	Messages	General selling proposition	If you drink Coca cola, you will taste the best drink that bring you a full refreshment to go on in  hustle-bustle lives
		Product attributes	Refreshing you in each thirst and having good quality
		Customer benefits	Delicious taste, refreshment , convenience, health
		Personal values	Self fulfillment, health.
7	Message execution	Description	Images: the poster portrays a man having a stop in the way of doing business;  with a cup of coca cola on his hand,  the  man are being very satisfied and happy through his smile.  Texts: With the best quality and delicious taste, coca cola is the best choice to slake your thirst and brings you energy and refreshment to go on in hustle-bustle life. Because of this, even you are a busy person; you need to spend only a minute trying it every day in each pause.
		Execution styles Rhetorical devices	Image
8	Evaluation		Easy to understand, convincing, sucessfull

 

Item2: Nissan LEAF™

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

Components			Contents
1	Source		Nissan company
2	Target Audience		Adults
3	Medium		Broadcast on TV
4	Context		In the launch of the first electric car  - Nissan Leaf
5	Objectives		Persuade people to buy and use Nissan Leaf car as the way to prevent global warming
6	Messages	General selling proposition	If you use the car, you can contribute something to protect environment and save our world.
		Product attributes	Electric car-->Environmental friendly; attractive design.
		Customer benefits	A cleaner life, satisfaction, love.
		Personal values	Social responsibility, happiness.
7	Message execution	Description	The video follows the journey of a wandering white bear from the North Pole. As a result of global warming that the main reason is due to the massive emission of gases causing the greenhouse effect, melting ice, the bear has no shelter. He was swimming across the ocean, wandering in the jungle, alone on the long road in hopes of finding people who can save his live until  one day the bear met a man using Nissan Leaf
		Execution styles Rhetorical devices	Music/image Fantasy Overstatement
8	Evaluation		i think idea is very impressive, but the ad still doesn’t demonstrate clearly other functions of the car. however, it is one of the most sucessful ad