Thứ Sáu, 2 tháng 3, 2012




ENTRY2_Trinh Phuong Giang
Item1: Video






Components
Contents
1
Source
Anlene
2
Target Audience
all viewers (esp women from 19 year old)
3
Medium (Media)
broadcast
4
Context
2008
5
Objective
- To promote a new product line of Anlene: Anlene Concentrate
- To create concern about Osteoporosis and a treatment to prevent it
6
Message
General Selling Proposition
 If you don't use Anlene every day, you will run the risk of Osteoporosis
Product Attributes
Scientific, serious, morden, convenient, necessary
Customer Benefits
Prevention of Osteoporosis, strong bond, convenience in use
Personal Values
Strong bond, better health
7
Message Execution
Description
Michelle Yeoh, a famous actress in action movies, are performing martial art. A half of her body disappears with a sentence "most Asian women get about 50% calcium". Then she drinks Anlene Concentrate, and she can perform martial art smoothly. At the end, a speaker emphasize "ANLENE CONCENTRATE 4X CALCIUM AS REGULAR FRESH MILK"
Execution Style (s) / Rhetorical Devices (s)
Fact (Asian women lacking calcium)
Celebrity endorsement (Michelle Yeoh)
8
Evaluation
- Effective, easy to understand.
- Make viewers know and care about Osteoporosis and supply a treatment

Item2: Poster


Components
Contents
1
Source
 Sony corporation
2
Target Audience
 all viewers (esp game players)
3
Medium (Media)
 printed ad
4
Context
March 2008
5
Objective
- Promote the product: Sony Playstation Portable
6
Message
General Selling Proposition
PSP from Sony that help game players enjoying Game every time, everywhere.
Product Attributes
convenient, attractive, modern, hi-tech
Customer Benefits
 convenient, exciting
Personal Values
cool, wise, fashionable
7
Message Execution
Description
A young man is handcuffed in a pole by 2 police officers. However, instead of a handcuffs, it is a Sony Playstation Portable that arrested him.
Execution Style (s) / Rhetorical Devices (s)
Image (handcuffs = Sony Playstation Portable)
8
Evaluation
fun, wise, effective

Revise: 

Components
Contents
1
Source
Anlene
2
Target Audience
all viewers (esp women from 19 year old)
3
Medium (Media)
broadcast
4
Context
2008
5
Objective
- To promote a new product line of Anlene: Anlene Concentrate
- To create concern about Osteoporosis and a treatment to prevent it
6
Message
General Selling Proposition
 If you don't use Anlene every day, you will run the risk of Osteoporosis

Product Attributes
Calcium
Customer Benefits
Prevention of Osteoporosis, strong bone, convenience in use
Personal Values
Healthy
Happy
7
Message Execution
Description
Michelle Yeoh, a famous actress in action movies, are performing martial art. A half of her body disappears with a sentence "most Asian women get about 50% calcium". Then she drinks Anlene Concentrate, and she can perform martial art smoothly. At the end, a speaker emphasize "ANLENE CONCENTRATE 4X CALCIUM AS REGULAR FRESH MILK"
Execution Style (s) / Rhetorical Devices (s)
Fact (Asian women lacking calcium)
Celebrity endorsement (Michelle Yeoh)
8
Evaluation
- Effective, easy to understand.
- Make viewers know and care about Osteoporosis and supply a treatment

Item2: Poster



Components
Contents
1
Source
 Sony corporation
2
Target Audience
 all viewers (esp game players)
3
Medium (Media)
 printed ad
4
Context
March 2008
5
Objective
- Promote the product: Sony Playstation Portable
6
Message
General Selling Proposition
Not clearly
Product Attributes
Unknown (confusing)
Customer Benefits
 fun
Personal Values
cool, fashionable
7
Message Execution
Description
A young man is handcuffed in a pole by 2 police officers. However, instead of a handcuffs, it is a Sony Playstation Portable that arrested him.
Execution Style (s) / Rhetorical Devices (s)
Image (handcuffs = Sony Playstation Portable)
8
Evaluation
Not effective
The handcuffs can make viewers think about bad effects of this product. The poster make customers confused about the product

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