ENTRY 2
Understanding advertising messages
ITEM1: “Pepsi Twist” advertisement
Components
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Contents
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1.
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Source
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PepsiCo
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2.
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Target Audience
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Everybody (especially young
people)
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3.
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Medium ( Media )
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Printed ad (poster)
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4.
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Context
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In 2000 in US
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5.
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Object
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Introduce a new product
range (cognitive)
Make people interested in
it (affective)
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6.
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Messages
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General Selling Proposition
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Pepsi Twist helps you quench your thirst
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Product Attributes
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Cool, fresh, made of pure lemonade
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Customer Benefits
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Feel cheery, taste pure
lemon juice
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Personal Values
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Pleasure, excitement
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7.
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Message Execution
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Description
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At the middle of the poster
is a pepsi twist can . On the lid of the can, a lemon in human shape is standing and
making stream of lemonade flow into the pepsi can. A slogan “Pepsi with a
touch of lemon” is beside the lemon.
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Execution Styles(s)/
Rhetorical Device(s)
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Fantasy (lemon in human
shape)
Humorous
image
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8.
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Evaluation
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Impressive, interesting and
creating
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Source:
http://yume.vn/toctem/article/relax-cung-10-chieu-quang-cao-hai-huoc-va-sexy-.35D250EC.html
ITEM 2: “FedEx” advertisement
Components
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Contents
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1.
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Source
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FedEx
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2.
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Target Audience
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Clients all over the world
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3.
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Medium ( Media )
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Printed ad (poster)
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4.
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Context
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In 2010
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5.
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Object
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Make people develop a liking
for FedEx (affective)
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6.
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Messages
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General Selling Proposition
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Help people deliver their
packages to every country in the fastest way
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Product Attributes
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Fast
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Customer Benefits
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Save time, convenient
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Personal Values
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Pleasure, convenience
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7.
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Message Execution
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Description
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A wall has patterns like
world’s map. there are 2 windows in
different continents . A person at the
upper window is giving an envelope to person in lower one.
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Execution Styles(s)/
Rhetorical Device(s)
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image
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8.
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Evaluation
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Good impression
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Source:
http://idesign.vn/content/an-tuong/graphic-design/nhung-poster-quang-cao-an-tuong-hai-huo/
ITEM3: “ Heineken “ advertisement
Components
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Contents
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1.
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Source
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Heineken
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2.
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Target Audience
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TV viewer especially men
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3.
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Medium ( Media )
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Broadcast (television)
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4.
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Context
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unknown
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5.
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Object
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Persuade people believe in
the quality of Heineken (conative)
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6.
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Messages
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General Selling Proposition
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Even if you enjoy Heineken whenever
and anywhere. The taste and quality still
unchange
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Product Attributes
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Durable taste
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Customer Benefits
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Taste beer having the best
quality
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Personal Values
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Pleasure, wisdom
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7.
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Message Execution
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Description
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Everything started changing
back into Victorian age. Man went into a pub, ordered Heineken beer and said
‘taste exactly the same.’ Slogan: “Unchanged since1973”
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Execution Styles(s)/
Rhetorical Device(s)
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Fantasy ( the road, the
house and car are changing)
Musical
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8.
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Evaluation
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Creating, exciting
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Source:
http://vnexpress.net/gl/kinh-doanh/2009/06/3ba0fbc5/page_2.asp
in my view, in item 1:
ReplyDelete- customer benefits: aslo not feel thirsty.
item 2:
- product attributes: convenient drop-off locations, reliability (A person at the upper window is giving an envelope to person in lower one) and time-sensitive
- save money should be included in customer benefits
In my opinion, in item 3, you should describe the content of the advert more detailedly and clearly. For example, you should add young man in the 21st century finds out that there is no more Heineken beer left in his fridge, so he goes out to buy some beer. Strangely, from the taxi's window, he sees everything changes into Victorian period..."
ReplyDeleteIn addition, you should use "creative" instead of "creating" and "unchanged taste" instead of "durable taste".