Entry 2

Understanding the advertisement message

Item1: Quattro products

 Component Content
1 Source Auto quattro
2 Target Audience Everyone
3 Medium Broadcast
4.Context At present – 21th  century
5. Objectives To make people believe that Auto Quattro is well-designed and they should choose it!
6. Messages General Selling Proposition If you choose this products, you will have the most convenient and economical life.
Product Attibutes Not too expensive, convenient because of medium size,
Customer Benefits  Economical, convenient,
Personal Value  have what you want which is not expensive, convenient and suitable for your situation
7 Message Execution Execution style  Video
Rhetorical Devices  Simile: the way we know about life is similar to the benefits you gain from this product.
8. Evaluation Impressive, relax and meaningful

 Item2: Bud light beer.

Component Content
1 Source Bud light beer
2 Target Audience Everyone
3 Medium Broadcast
4.Context 21th century
5. Objectives To let the audience believe that how wonderfully delicious the product is.
6. Messages General Selling Proposition If you drink bud light beer, you will enjoy the freshness and cooling, which make you refresh and relax. Your life becomes more interestingincredible…
Product Attibutes Fresh, no preservatives, absolutely great beverages
Customer Benefits You will relax, refresh,  be healthy.
Personal Value Absolutely relax, impressive.
7 Message Execution Execution style Video
Rhetorical Devices Overstatement: the captain leaves the pilot and follows beer without parachute.The beer is too cold that makes lake ice.
8. Evaluation  Deep Impression, absolutely funny and relaxing

Item 3: Heineken products

Component Content
1 Source Heiniken
2 Target Audience Everyone
3 Medium Broadcast
4.Context 21th century
5. Objectives The man can choose the beer instead of a woman. The beer is so great that he can annoy a woman for it.
6. Messages General Selling Proposition Heineken is a wise choice of all gentlemen. They will satisfy with it.He can
Product Attibutes Great beverage
Customer Benefits Enjoy the flavor which is hard to give up if Heiniken
Personal Value Refresh, happy
7 Message Execution Execution style video
Rhetorical Devices Irony: the man talks about the dance with a woman because he wants to enjoy the beer by himself when the woman misunderstands his  words
8. Evaluation Funny, short, good impression

One response »

  1. I would like to add comments for item 2 and item 3 of yours.

    For Item 2, I agree that it is metaphor but it should be actually explained that the pilot dare leave the airplane because he regrets the beer. The capitain just leaves his friends only when the airplane does not have the controller anymore!

    In item 3, I can understand your ideas in “Objective” of the adverstisement. But it should be written that ” To show how attractive Heineken is” or ” To persuade people drink Heneiken” or format like that.

    Anyway, you have done a good job!

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