Thursday, March 1st 2012

Entry 2_ Lê Thị Hồng Hoa

Entry 2

Understanding advertising messages

ITEM 1: “Pantene shampoo” advertisement

Components			Contents
1	Source		Thailand
2	Target Audience		Women, especially, the young girls
3	Medium		Broadcast on the internet
4	Context		Unknown
5	Objectives		Making customers impression firstly by a beautiful long hair girl and making them like it. Take care and love your hair like your dream.
6	Messages	General selling proposition	If you choose Pantene you will satisfy with your hair; you can shine with your beautiful hair.
		Product attributes	Making consumers’ hair smooth, beautiful
		Customer benefits	Having a beautiful hair, confidence.
		Personal values	Passion, overcoming challenges in life, belief, self esteem, optimistic, practice makes perfect and the assistance among the same plight people.
7	Message execution	Description	All the video tells about a girl who really loves music (violin). It seems to be impossible because she is a deaf girl. However, she still learns to play the violin with her all passion; she uses her heart to perceive music. Moreover, she is ridiculed by her friend so much that she wants to give up. Nevertheless, she overcomes all difficulties with the love for music and her teacher’s support. She really shines in the classical music contest like a butterfly getting out of the sell at the end of the video.
		Execution styles Rhetorical devices	Musical, symbolized Mood/ image Metaphor: the girl successes in the contest like the butterfly getting out of the sell.
8	Evaluation		Interesting, impressive and successful. The ad makes viewers feel sympathy with the deaf girl. It also makes us believe ourselves that we all can shine if we never give up our dream.

http://www.youtube.com/watch?v=w86p6UV0-Z

Item 2: “IPhone titanic” advertisement

 http://bigsouthbrand.com/index.php?mod=news&cat=4&id=96

Components			Contents
1	Source		Canal + ( on the internet)
2	Target Audience		Young people who are interested in high technology.
3	Medium		broadcast
4	Context		unclear
5	Objectives		Making consumers interested in and love it.
6	Messages	General selling proposition	If you buy this product you can watch movies every time and everywhere you want. It makes different between you and others. Iphone is really famous on the world like titanic ship.
		Product attributes	High technology, bringing comfort for customers
		Customer benefits	Enjoyment, confidence, convenience.
		Personal values	Showing the class, comfortable moments, enjoying all movies on your telephone.
7	Message execution	Description	The big figure stands for users and the ship stands for button on the iPhone. The ship is also Titanic which is very famous symbol on the world. It means that the fame of the iphone and Titanic is over the world and forever. There is an Iphone image in the below corner that is its appearance. We can see the moon and many stars clearly that means Iphone can show the sharp images.
		Execution styles Rhetorical devices	Fantasy/ symbolized Image
8	Evaluation		Impressive, unique, creative.