ENTRY 2

Understanding advertisements messages

References:

http://www.youtube.com/watch?v=dmgQ6TowFOg&feature=related

http://www.youtube.com/watch?v=F20gaPLzWVY

http://www.youtube.com/watch?v=xQhQASuMyp4

Item 1: “Heineken” advertisement

Components Contents 
1 Source

Target Audience

Medium (Media)

Context

Objectives

Heineken
2 Men

3
Broadcast on TV
4 At present – 21th  century
5
Persuade men buy and enjoy Heiniken
6

Messages

General Selling Proposition  Never settle for less (you can feel regretful if you do not buy Heiniken soon)
Product Atributes  Unresisted beer’yeast
Customer Benefit  Quenching thirsty, show your character
Personal Values  Self- fulfillment, excitement
 7

Message Execution

   
ExecutionStyle(s)/ Rhetorical Devices Overstatement (the man has to find himself the bottle of Heiniken in a cold vessel)

Metaphor: His strongly determine to find beer implies to Heinekens’s attaction.
 

8 Evaluation  Very impressive and creative

Item 2: “Trust codom” advertisement

Components Contents 
1 SourceTarget Audience

Medium (Media)

ontext

Objectives

Trust
2 Men, especially ones do not want to have children or prevent from catching sexual diseases.
3 On the Internet
4 Nowadays- 21th century
5 To persuade men to use codom
6

Messages

General Selling Proposition  You can totally trust this product
Product Atributes  Can protect yourself againist having children or get sexual diseases
Customer Benefit  Feel safe and confident when making love, good for health
Personal Values  Freedom, happy life, security
 7

Message Execution

   
ExecutionStyle(s)/ Rhetorical Devices Overstatement: the man use codom in front of many peopleMetaphor: The codom can cover the ambrella tightly means that it is very useful and secure in sexual relations
8 Evaluation  Funny and clever

Item3: “Pepsi” advertisement

Components Contents
1 Source 

Target Audience 

Medium (Media)

Context

Objectives

Pepsi
2 Everyone, especially the young
3 Broadcast on TV and on the Internet
4 21th century
5 To persuade men to use Cocacola
   6

Messages

General Selling Proposition  You can not resis Pepsi, just because it is so tasty
Product Atributes  Good taste
Customer Benefit  Quenching thirsty, healthy
Personal Values  Pleasure, excitement
ExecutionStyle(s)/ RhetoricalDevices Overstatement ( Dinasour know how to disguise and set a snare)
8 Evaluation  Creative, interesting

Don’t show the exact name of the product

2 responses »

  1. Hi Tuan Anh, with all your three items, I would like you to take some following things into account :
    + Persuade smb TO do smt.
    + You wrote ” His strongly determine to find beer implies to Heinekens’s attaction.”. And it’s not correct. It should be ” His strongly determinATION to find beer implies Heinekens’s attRaction.”
    + “Can protect yourself againist having children or get sexual diseases” => ” Can protect yourself againist having children or getTING sexual diseases.”
    Anyway, I love your items!!!

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