Advertisement 1: Coca-cola

Components

Content

1

Source

Coca-cola

2

Target Audience

Everybody

3

Medium(media)

TV commercial

4

Context

2008

5

Objectives

Introduce product

6

messages

General selling proposition

Try on our product and you will find out a lot of new happiness

Product attributes

A drinking with red liquid

Customer benefits

Increase strength,

Personal value

Have more confidence, happiness, pleasure, and refreshing

7

Message execution

Description

Execution style(s)/ rhetorical device(s)

Metaphor

You should try on new things, discover them and even yourself as well as drink Coca-cola to know how it is great

8

Evaluation

successful

Advertisement 2: Heineken

Components

Content

1

Source

Heineken

2

Target Audience

Men

3

Medium(media)

TV commercial

4

Context

2009

5

Objectives

Introduce product

6

Messages

General selling proposition

Heineken makes difference between men and women

Product attributes

It has alcohol, the appearance is very attractive,

Customer benefits

Make animated, and refreshing

Personal value

Make life more interesting, happiness, pleasure

7

Message execution

Description

Execution style(s)/ rhetorical device(s)

Simile

If fashion is desire of women, Heineken is dream of men. Heineken as well as fashion, they are is indispensable

8

Evaluation

Successful, interesting

Advertisement 3: Vinamilk

Components

Content

1

Source

Vinamilk

2

Target Audience

Everybody

3

Medium(media)

TV commercial

4

Context

2009

5

Objectives

Introduce product

6

General selling proposition

             Introduce product

Product attributes

 It is milk, has white color and cool taste

Customer benefits

Keep cool

Personal value

Healthy, pleasure, happiness

7

Description

Rhetorical device(s)

+ Climax

At first, the boy sees another boy who has a white nose, and then many people with white nose appear. It shows that, when you eat vinamilk, you will have with many friends and feel happier.

+ metaphor

Vinamilk is a bond which connects society.

8

Evaluation

Funny, impressive

 

About chubbygirl2011

Mình là người khá trầm trong học tập nhưng lại rất năng động trong các hoạt động xã hội. Dường như đây là hai con người hoàn toàn khác nhau trong một cá thể, nhưng nó lại thống nhất trong mình nhưng mình cũng chẳng biết đưa ra dẫn chứng gì để chứng minh cả. Ek! Ek!...

5 responses »

  1. Hi Hoa, I have some opinions with your analyses
    _ In item 1: I think that
    + Customer benefits: refresh. I think Coca cola isn’t increasing strength as you wrote. It’s not like Sting or Rhino.
    _ In item 3: You may have a mistake in general selling proposition. You can check it.
    _In all your three items, I think that
    + Objectives are not only introducing the product but also persuading people buy it.
    + Description: why don’t you describe video?

  2. hi Hoa!!! I will have some comment for you
    In item 1:
    + objective: to persusde everyone to buy it than to introduce
    + general selling proposition: I think customers can enjoy many new strange feelings in lives, not being find out alot of happinesses.
    + personal value: add more: comfortable life
    + customer benefit: to increase happynesses, not strength
    + rhetorical: I think it is not metaphor
    + evaluation: do you think it is “sucessful”?
    In item 3:
    + objective: to persuade customers to buy it
    + you are mistake between objective and general selling proposition.
    in whole items, I think you should add descripton videos.

  3. NguyenThiThuHuyen says:

    Hello Hoa! I want to add something for your analyses:
    Item1:
    – objective: they also want to build image for their brand
    – product attributes: liquid, fizzy drink
    – personal value: excitement
    – evaluation: impressive and meaningful
    Item 2:
    – product attributes: liquid, yellow beer and foam
    – evaluation: impressive
    Item 3:
    – general selling proposition: Vinamilk yogurt has safe ingredient so that it is good for health especially in terms of digestive process.
    – customer benefit: healthy life

  4. Nguyen Thi Thu Huyen says:

    hi

  5. Hi Hoa,
    Your entry is really execiting and Iove all three items you posted. However, I like to share some of my ideas.
    Item 1 and 2, I agree with the other friends’ opinion.
    Item 3 I suggest you add overstatement to the Rhetorical devices and Funny to the Execution Styles. Moreover, I think that being popular should be mention in the customer benefit.
    Lastly, I would love to say your entry is really nice and interesting.

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