Entry 2:

Understanding the advertisement messages

Item1 : Vinamilk product

Components Content
1 Source Vinamilk ( Vietnam dairy products joint- stock company)
2 Target Audience Everyone
3 Medium Printed advertisement
4 Context 2010
5 Objectives Make the consumers believe that the fresh milk Vinamilk is absolutely made of pure milk
6

Messages

General Selling Proposition If you use the fresh milk Vinamilk, you will have new lease life  from  rich nutrious source .
Product Attibutes Nutritious, fresh, no preservative, ingredients, vitamins, calcium, protein, fat, rich mineral
Customer Benefits Healthy, safe for health, provide nutrion for body, good for bone, brain function, provide calorie for body, enhanced.
Personal Value Happiness, pleasure, comfortable life, fun, wisdom, excitement
7 Message Execution Execution style Image
Rhetorical Devices Metaphor: – the dairy cows: the product is made from fresh milk cow- Green meadow: fresh and natural
8 Evaluation Good impressive , relaxing

 Item2: Orange juice Vfresh

Components Contents
1 Source V-fresh ( Vietnam dairy products joint- stock company)
2 Target Audience Everyone
3 Medium Broadcast
4 Context 2010
5 Objectives Persuade the consumers the truth that orange juice Vfresh is absolutely made from fresh oranges.
6

messages

General selling proposition Orange juice Vfresh is 100% made of fresh oranges
Product Attributes Fresh, rich vitamin C, no preservative, rich mineral
Customer benefits Healthy, enhanced, good for skin, brain function, refresh, provide calorie for the body.
Personal value Comfortable, wisdom, happiness, pleasure, excitement
7 Message Execution Execution style Humorous, fantasy, demonstration
Rhetoricaldevices Symbol: tear of crocodile- the lieOverstatement: the love between a cock and a duck ; the tear of the crocodile flows as rain
8 Evaluation Good impressive, intelligent, fun, relaxing

Item 3: Televison Bravia

Components Contents
1 Source Sony Vietnam
2 Target Audience Everyone
3 Medium Broadcast
4 Context Tet, Lunar new year 2011
5 Objectives Persuade the people to buy Television Bravia to enjoy a new year
6

Messages

General selling proposition Buying a television Bravia for having a diffently special Tet
Product attributes High quality sound and image, 3D technology, monolithic design, high class material, good for environment, high contrast
Customer benefits Easy to use, best enjoy entertainment, save electricity and money
Personal Value Comfortable life, happiness, pleasure, excitement
7 Message Execution Execution style Humorous, fantasy, demonstration
Rhetorical devices Metaphor: the cat- the new year 2011 ( the cat year)Overstatement: the cat gives the gifts to the mouse
8 Evaluation Intelligent, good impressive, fun and relaxing

3 responses »

  1. Hi huong, I have seen all of ads you collected. However, I just comment on your item 2 and 3.
    First, in item 1, I think the ad used metaphor. The tear of crocodile is often thought forgery, but in this case, the crocodile cried actually because of love between a cock and a duck. That show that the product is 100% true as the tear of crocodile.
    Secondly, I don’t know what the tear of crocodile symbolize for. Therefore, I don’t agree with your idea.
    Thirdly, in item2, I want add overstatement into rhetorical device. In the ad, The wedding of mouse happening on stress as long with appearance of that cat. while they are animal characters in the Dong Ho Arts. It is not real.
    Hopefully, you will see your post again

  2. phamthingan says:

    Hi Huong, in item 2, I have the same idea with Hoa. There is not enough evidence to support the ad that it advertises for Vfresh.
    In item 3, I think it should be symbol instead of metaphor. The cat symbols the Tet holiday in Viet Nam
    General talking, I love your ads because they are very surprising and interesting

  3. Nguyen Ha says:

    Well, I do love the ads u found. However, I would like to contribute something:
    – Item 1: Product attritbutes: nutrious and fresh are enough (what u mentioned about the ingredients of milk are not shown in the poster)
    – Item 2: + Product attritbutes: u should add orange-flavoured, milk.
    + I agree that the tear of crocodiles symbolizes the lie and in this ads it’s the truth. So the rhetorical devices should be paradox.
    Actually, I disagree with Hoa about the overstatement in this ad. The wedding with animal characters in Dong Ho Arts is not overstatement. I think it should be fantasy just like what u mentioned.
    – Item 3: + Product attritbutes: this ad just focus on 3D techonology only. the attributes u mentioned are not shown in this ad.
    + Rhetorical devices: the fact that the cat gives the gifts back to the mouse is not overstatement. It is “paradox”
    That’s my subjective cmt.

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