ITEM 1: ”OMO ” advertisement

Source:

Components

Contents

1.

Source

Omo

2.

Target Audience

Every viewer

3.

Medium (Media)

Television ( broadcast advertising)

4.

Context

 2007, Dinh Hoi lunar Tet, inVietnam.

5.

Objectives

To emphasize their product’s high effectiveness in washing clothes.

To create the image of Omo as a spreading motivation for us all to live better.

6.

Messages

General Selling Proposition

If you use Omo, you can be willing to help others without being afraid of dirtiness, which can bring you good luck in new year.

Product Attributes

Washing power.

New value attribute: “social solidarity”

Customer Benefits

Good wash

Happiness

Luck

Personal Values

Comfortable life, pleasure, social solidarity

7.

Message
Execution

Description

In the spring market, a girl picks a banana’s skin up, which makes her dress dirty, but she smiles happily. There is a halo surrounding her. This halo firstly spreads to a boy who then helps a lady to carry her flower-pot without caring the spots on his white skirt. Afterward, the halo spread around whole market, which makes people lift the “Happy new year” gate together without being afraid of dirtiness. Soft musical background. The slogan: “ Tết làm điều hay, vận may nhân khắp”

Execution Style(s)/

Rhetorical Device(s)

Mood/image: the image of people going to spring market in Tet atmosphere

Musical

8.

Evaluation

Personally: impressive and interesting

Ad evokes a good association between Omo and new year’s atmosphere

 

ITEM 2: ” Vinamilk ” advertisement

Source:

Components

Contents

1.

Source

Vinamilk

2.

Target Audience

Every viewer

3.

Medium (Media)

Television ( broadcast advertising)

4.

Context

Currently, in Vietnam, where there are still many unfortunate children.

5.

Objectives

To emphasize their product’s strength: nutritional care and full development for the children.

To create the image of vinamilk as an effective supporter for the unfortunate children (affection dimension).

6.

Messages

General Selling Proposition

If you use vinamilk, you wholeheartedly support needed children in Vietnam.

Product Attributes

Adequate nutrition

New value attribute: “humanism”

Customer Benefits

Healthy, happiness

Personal Values

Comfortable life, humanism, social responsibility

7.

Message
Execution

Description

The urban children hang vinamilk boxes on rope of blue balloons. After a long route, these balloons are blown out to needed children in the remote countryside. The unfortunate children receive and drink milk with great happiness. The moving song serves as the musical background of the ad. The slogan: “Vinamilk, niềm tin Việt Nam”.

Execution Style(s)/

Rhetorical Device(s)

Mood/image: the image of poor children being happy when received milk from urban children.

Musical: meaningful lyric.

Color: blue balloons symbol for the peace and the significant share.

8.

Evaluation

Personally: impressive and touching.

ITEM 3: Shampoo advertisement

Source:

Components

Contents

1

Source:

shampoo

2

Target audience

Most people who keep dogs

3

Medium (media)

Television

4

Context

5

Objectives

Introduce product: sleeky dog shampoo

6

Messages

General selling proposition

Product attributes

sleeky dog shampoo

Customer benefits

Dogs have a sleeky hair

Personal values

7

Message execution

Description

The first image is a beautiful long hair. Viewers often look back on beautiful woman.
However, this is dog’s hair which make surprising and funny situation. When
dogs use this kind of shampoo they
have “ beautiful hair likes this, can never be yours”

Execution Style /Rhetorical Device

Execution Style: video

Rhetorical: Overstatement

8

Evaluation

Great success: draw more attraction by funny situation. It
demonstrates the effect of this shampoo to dogs.

About huyenpj

always smile! always try!

One response »

  1. I am impressed by all three items of your entry. I just want to add small comments on
    item 2:
    + The Rhetorical Device is overstatement because people can not bring bottles of milk to poor children through balloons like in advertisement.

    Good lucks

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