Entry2_Lê Thị Hạnh

Item1: Video_ The Force: Volkswagen Commercial

Link: http://www.youtube.com/watch?v=R55e-uHQna0

Components			Contents
1	Source		Volkswagen (a German automobile manufacturer)
2	Target Audience		Everyone
3	Medium		Internet, television, broadcast.
4	Context		When the Volkswagen uses the ad “The Force” to score Super Bowl XLV winner in the American football game championship.
5	Objectives		Introduce a new car model to develop liking and preferences and persuade everyone to buy cars.
6	Messages	General selling proposition	Using this car, you can not only enjoy the best convenience, but also help your children's dream come true and become a good dad.
		Product attributes	Automatically modern and luxurious design, convenience.
		Customer benefits	Convenience, style, enjoyment
		Personal values	Satisfaction, convenience, luxury
7	Message execution	Description	A little boy dressed as Darth Vader frustrated that his attempts to use "The Force" on his dog, his sister's doll, and throughout his home continually fall flat. Then when his dad pulls his new VW Passat in the driveway, Darth Vader runs past his dad and tries to use the force on the Passat which his father shut down before going inside the house; and finally, the car suddenly starts but it is not because of the force, it is a remote the father uses inside the house.
		Execution styles Rhetorical devices	- Music: a short of music in the film Stars’ War - Image: Darth Vader – the character of Stars’ War
8	Evaluation		Funny, interesting, clever, attractive, successful, bringing the big profit to the company; The ad is in the "most liked" category.

Item 2: Print Advertisement.

Link: http://adsoftheworld.com/media/print/philips_bear_trap?size=_original

Components			Contents
1	Source		Ephone Mobile Telephone Company in China.
2	Target Audience		Everyone
3	Medium		Internet, magazines, public.
4	Context		July 2009
5	Objectives		Introduce new functions to access internet at the high speed whenever and where you need and develop liking and preferences.
6	Messages	General selling proposition	The use of mobile internet in your life even in worst scenarios
		Product attributes	Fast internet access when and where you need
		Customer benefits	Fast internet access, the best use of mobile internet in the day to day life.
		Personal values	Style, satisfaction, convenience
7	Message execution	Description	A curious person is discovering the jungle. He meets unfortunately a big and cruel bear being prone to attack him. In this urgent situation, he uses his E phone V900 to search Google for the solution. The internet access is so fast that it can help him get out of danger.
		Execution styles Rhetorical devices	- Image: live images of jungle and animals: a grizzly. - Fantasy
8	Evaluation		Creative and funny, Bear Trap Advertisement is one of the most creative Chinese advertisements. This unique advertisement follows a well designed strategy.