Item 1: “Lipice sheer color” advertisement

Components

Contents

1 Source Rohto- Metholatum
2 Target audience teen girls
3 Medium (Media) Broadcast on TV
4 Context unclear
5 Objectives To persuade teen girls to buy this product to have live lips.
6 Message General selling proposition If you don’t use lipstick, your lips may be dry and you may get in trouble in communication.
Product attributes Olive oil, Deep Moisture Complex
Customer benefits soft lips, live lips
Personal values Beauty, healthy, confidence.
7 Message execution Description A girl is bored because nobody contacts her. Then, she makes up by a “Lipice Shee Color” and she immediately receives her friends’ call. Next, she goes out with her friends.
Execution style(s)Rhetorical device(s) VideoOverstatement, antithesis
8 Evaluation Interesting

Item 2: “Heineken” advertisement

Components

Contents

1 Source Heineken Corporation
2 Target audience Men
3 Medium (Media) Broadcast on TV
4 Context England
5 Objectives To persuade men to buy this product because of its quality.
6 Message General selling proposition Exactly the same (During many years, Heineken’s quality is unchanged.)
Product attributes Liquid
Customer benefits Refresh
Personal values Pleasure, excitement
7 Message execution Description A man goes out to buy Heineken in modern society. On the way, he sees everything is changed and became ancient. Then, he enters a bar and orders a cup of Heineken. He realizes that the taste doesn’t change.
Execution style(s)Rhetorical device(s) VideoOverstatement, antithesis
8 Evaluation Interesting and convincing. Great success: bringing great profit to the company

Item 3: Symantec’s software advertisement

 

Components

Contents

1 Source Symantec (Corporation)
2 Target audience Parents who have small children.
3 Medium (Media) Printed ad
4 Context Unclear
5 Objectives Create the need to prevent some baneful websites from children when surfing the Internet and introduce Symantec’s product as the solution.
6 Message General selling proposition Your children may see some baneful website when they use PC to surf the Internet. Using the Symantec’s software to protect your children.
Product attributes Preventing your children from seeing some unwholesome websites.
Customer benefits Your children can access wholesome websites.
Personal values Freedom, security.
7 Message execution Description  
Execution style(s)

Rhetorical device(s)

Poster

Overstatement, metaphor.

8 Evaluation Interesting and convincing.


About nguyennhuquynh179

Zai đẹp là tài sản chung chủa xã hội :))

5 responses »

  1. Hi Quynh, I like all advertisements you collected. But I want add something to make your analyzing better.
    + In item 1, as I see the context is 2009.
    + In item 2, the rhetorical is metaphor. the producer use the back of the time to emphasize the constant of Heineken beer.
    Good luck!

  2. NguyenThiThuHuyen says:

    Hello! I love your entry and I have some suggestion for the first item:
    – context: 19 August, 2010 ( you can see at the beginning of your clip)
    – Objectives: to introduce the new product and create the demand of using the new product as well
    – product attributes: sheer color
    – personal value: excitement, happiness and happiness

  3. Nguyen Thi Thu Huyen says:

    hi

  4. I do love your items, but just a small thing that you should make it clearer about the rhetorical devices in all advertisements. others are okey! ^^

  5. The print ad in item 3 is very interesting. I like it. The first time I looked at the picture, I thought that is an advertisement to introduce the laptop with the slogan: Bringing the world into your house. But after reading your analysis , I see that it warns about a negative phenomenon. That’s a argumentative print ad.

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