ENTRY 2_NguyenThiThuy16061990

Understanding Advertising Messages

ITEM 1: “Embrace life seatbelt” advertisement

http://www.youtube.com/watch?v=h-8PBx7isoM

Components

Content

1. Source  Sussex Safer Roads Partnership in the United Kingdom
2. Target Audience Whole families when driving cars.
3. Medium(media) Internet and broadcast
4. Context Nowadays in England
5. Objectives To remind and courage individuals of the importance of wearing their seat belts to avoid accident when driving car.

(cognitive dimension)

6.  

 

 

 

Message

General selling

Proposition

If you do not wear safe belt when driving cars, you may happen accident in unlucky situations; and your family will not worry about you.
Product Attributes Protecting drivers from terrible accidents being able to happen, avoiding death and injury, bringing safety to everyone.
Customer Benefits Bring happiness to every member of  families

Reducing damages of poverty of family and indirectly society.

Personal Values Comfortable life, safety and happiness.
7.  

 

 

 

 

 

Message execution

Description A family including parents and a little daughter are sitting in a room. The father is acting an action driving car without car (body language); and his wife and daughter are his action. At the beginning, they smile together happily. A moment later, the father changes his face gesture as he has trouble in driving. Immediately, his wife and daughter arriver and put their arms around his body. Finally, he does not break down. At the end of the clip, the father holds his wife’s hand and hugs his daughter’s shoulder warmly. Generally, it doesn’t use gasp-inducing fear tactics or cringe-worthy crash scenes. Instead, it shows a family wrapping their arms around a father to protect him from an accident.
Execution Style(s)

Rhetorical Device(s)

Humorous, mood image.

Symbol, climax and overstatement.

8

Evaluation

Personally: very weird and funny, still it is emotional because it uses love – rather than fear, uses round hands instead of safe belt.

 

ITEM 2:  “Tech and marketing against domestic violence” advertisement.

http://beyondm25.wordpress.com/2011/09/19/interactive-amnesty-international-ad-against-domestic-violence/

Components

Content

1. Source  Amnesty International
2. Target Audience All of viewers specially men.
3. Medium(media) Printed advertisement (billboard and poster)
4. Context Nowadays in the world
5. Objectives To raise awareness of everyone about domestic violence problem.
6.  

 

 

Message

General selling

Proposition

You can be abusive men; you take part in supposing and responding our call. Let say without violence and look up to women more.
Product Attributes Condemning domestic violence in common.

 

Customer Benefits Families are happy. Women’s rights are protected. Society is peaceful and equal.
Personal Values Comfortable life, happiness, peace and equality.
7.  

 

 

 

Message execution

Description The ad is for a campaign that aims to bring awareness to the problem of domestic violence, and uses a small camera to detect faces. When no one is looking, the screen shows a man abusing his wife. When the camera detects a face, the ad waits a few seconds for the message to sink in, and then the couple stops fighting and does their best to look normal and become a happy and ordinary couple.
Execution Style(s)

Rhetorical Device(s)

Image, fantasy, scientific and humorous.

 

8

Evaluation

Personally: it is a very funny, interesting, creative and technological ad from Amnesty International.

 

ITEM 3:“Panasonic VIERA 3D TVadvertisement.

 (link:http://www.panasonic.co.uk/html/en_GB/News/Latest+News/New+Panasonic+VIERA+3D+TV+commercial/6012619/index.html)

Components

Content

1. Source  Panasonic company
2. Target Audience All customers
3. Medium(media) Printed advertisement and broadcast ( on TV and poster)
4. Context Nowadays in UK
5. Objectives To produce the new product to customers.
6.  

 

 

 

 

Message

General selling

Proposition

Exploring new ways to enjoy TV and immersing yourself in an amazed 3D world.
Product Attributes Raising the standards in design, picture quality and home entertainment connectivity and super-low energy consumption.
Customer Benefits Having large environment source from Viera 3D TV without searching internet.

Saving

Personal Values Comfortable life, equality, quickness, wisdom and convenience
7.  

 

Message execution

Description Hyper-text, automatic poster with clear outline, emotional pictures.
Execution Style(s)

Rhetorical Device(s)

Image, fantasy and scientific and humorous.
8

Evaluation

Personally: it is very attractive, thrilling and good impression.

 

Sources:

http://beyondm25.wordpress.com/category/advertising/

http://www.panasonic.co.uk/html/en_GB/News/Latest+News/New+Panasonic+VIERA+3D+TV+commercial/6012619/index.html  )

http://beyondm25.wordpress.com/2011/09/19/interactive-amnesty-international-ad-against-domestic-violence/

About nguyenthithuy16061990

name: nguyen thi thuy group: QH09E12 - hulis birthday: 1990/16/06

4 responses »

  1. Nguyen Ha says:

    Hi, Thúy
    I am really impressed at the advertisements you found. However, I would like to give my own ideas about analysis frameworks:
    Item 1:
    – Firstly, about the context of this ad: I searched on the Internet and found that it was launched in January 2010.
    – Secondly, in my opinion, this ad is for a campaign to courage people to wear seatbelt when driving. It does not introduce a product. So there won’t be product attributes and customer benefits.
    – Thirdly, you should add “security” to personal values.
    – Fourthly, I think that execution styles are “Mood (fear and happiness are evoked) and Fantasy only. It’s not humorous and I can’t find any overstatement here.
    – Fifthly, I think the general selling proposition is “Embrace life – always wear your seatbelt”. It’s more condensed.
    Item 2: Also, this ad is for campaign, I think. So it hasn’t product attributes and customer benefits. There is no one selling anything. Hence, there are no customers.
    Item 3: I think the product attributes: colorful and lively images and the customer benefits: people can witness the liveliest sceneries via VIERA 3D TV.
    Anyhow, I do love your entry.

  2. Hi Thúy,
    First of all, I would like to say I love three items of yours, they are quiet interesting. Secondly. I agree with Hà’ s opinion on your analysis frameworks. However, I have some more ideas about your analysis.
    Item 1:
    About the Target audience, I do not the advertisement is an mesage to everybody, not only the people driving cars.
    About the General selling proposion, I think that It had better if you express again your idea. It is not clear enough for everyone to understand it in the easiest way.I sggest that: Ì you wear a safe belt when driving, you will not only protect yoursef from accident but also conserve your family happiness.
    Item 2:
    I wonder if it is funny or not, to me it is very serious instead.
    That is all I want to share, and I would like to say I love your items.

  3. thank you very much for your comments!

  4. Hi Thuy
    I see that you have a good job. however, I’d like to add some comments
    – Item 1: this ad is to persuade people to protect themselves when driving cars.
    – Item 2: I think you make mistake as in item 1
    – Item 3: it is Ok
    above are my cm. In general, I love it

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