I. Item 1:

http://www.youtube.com/watch?v=R1NnyE6DDnQ&feature=related

Components Contents
1. Source Coca- cola
2. Target Audience The youth
3. Medium (Media) Broadcast on the internet
4. Context On the street
5. Objectives Persuade the youth to drink Coca-cola because it is a qualified product.
 

 

6.

Messages General selling proposition Coca-cola will give you fresh and cool feelings.
Product attributes Energy and natural mineral
Customer benefits Fresh, healthy, strong
Personal Values Cheap, qualified, nutritious, cool, clean, safe
7. Message Execution Description A man walking on the street puts a coin in a coke machine. Then we immediately see the scene behind the machine, which discribe steps to make a bottle of coke. This is a cartoon scene in which the bottle is produced from many natural ingredients, in other words, it is made absolutely naturally. After that process, the man receives his bottle of coke and taste it happily.
Execution Style/ Rhetorical Devices Overstatement, metaphor
8. Evaluation Impressive, interesting, relaxing.

II. Item 2:

http://www.youtube.com/watch?v=sZa8iBDIBHw&feature=related

Components Contents
1. Source Lindt chocolate
2. Target Audience Everybody
3. Medium (Media) Internet commercial
4. Context Unclear
5. Objectives Make the viewers believe in the quality and the deliciousness of Lindt chocolate
 

 

6.

Messages General selling proposition The tasty chocolate will give you comfortable moments.
Product attributes Nutritious, fat, sweet, protein (energy), strength
Customer benefits Strong, healthy, deliciousness, comfort
Personal Values Healthy, self protect, natural, qualified, clean, full of chocolate, delicious
7. Message Execution Description At first, we see the scene of nature (mountains and rivers) from which the chocolate is made. Then the advertisement shows us its detailed producing process. Next, we see the scene a girl is tasting a chocolate candy and it seems that the tasty candy gives her a very comfortable moment.
Execution Style/ Rhetorical Devices Symbol, overstatement, metaphor
8. Evaluation Impressive, interesting

III. Item 3:

http://www.youtube.com/watch?v=wIwc55_BlgQ

Components Contents
1. Source Toothpaste “Blend-a-med”
2. Target Audience Everybody
3. Medium (Media) Internet commercial
4. Context On the main road
5. Objectives Convince everybody that the toothpaste makes their teeth brightly-white
 

 

6.

Messages General selling proposition If you use this toothpaste your teeth will be brightly- white than ever.
Product attributes effective
Customer benefits Have brightly-white teeth
Personal Values qualified
7. Message Execution Description A man is driving on a very dark and long main road. His motobike even does not have lights. However, he has very bright and white teech which helps him drive very safely.
Execution Style/ Rhetorical Devices Overstatement, metaphor
8. Evaluation Meaningful, impressive, interesting

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