Trần Thị Ánh_QH2010E15_Entry2

Components			contents
1	Source		The Kona Cog ( bicycle company)
2	Target Audience		Every viewer
3	Medium		Poster
4	Context		Unclear
5	Objectives		- convince consumers to buy product - Raise awareness of losing weight - Reduce CO2 to protect the Earth
6	Messages	General selling proposition	If you ride bicycle, you not only burn off calories but also reduce CO2 in the air
		Product attributes	Sporty, solid and stable
		Customer benefits	Get fitted.
		Personal values	Fitness, Health, Social responsibility.
7		Description	A person is riding a bicycle and he (she) is sweating. Two wheels of the bicycle are the image of the Earth. It shows that if a person ride bicycle, he not only lose weight but also protect the Earth from CO2
		Execution styles/ Rhetorical devices	Image, symbolise
8	Evaluation		meaningful

Components			contents
1	Source		Heineken
2	Target Audience		Men
3	Medium		Broadcast, TV
4	Context		unclear
5	Objectives		Raise preference of men to Heineken Raise awareness of value of the life
6	Messages	General selling proposition	Heineken is better than a suicide
		Product attributes	Fresh
		Customer benefits	Enjoyment
		Personal values	Seff-awareness of value of life
7		Description	A man is going to commit suicide, but he see Heineken. Afterthat, he dicides to drink Heineken and forget the suicide.
		Execution styles/ Rhetorical devices	Musical, humorous
8	Evaluation		Funny and interesting