Entry 2_ Nguyễn Thị Hồng

   Entry 2:
Understanding advertising  message

ITEM 1: Bose headphone advertisement

Components			Contents
1	Source		Bose Corporation
2	Target Audience		Public, primarily youngsters.
3	Medium (Media)		Printed ads: magazine or newspaper ads.
4	Context		In 2006, when Bose released the first pair of on-ear headphones.
5	Objectives		Introduce a new product of Bose company and give an oustanding feature of Bose headphone.
6	Message	General selling proposition	If you use Bose headphone, you will feel excited and comfortable when listening
		Product attributes	Small, portable, stylish, highly effective noise-canceling technology.
		Customer benefits	Enjoy music with the best quality almost without noise near by
		Personal values	Wisdom,  excitement,  pleasure, fashion
7	Message execution	Description	There is a man who is wearing comfortable clothes is rowing on the imposing Niagara falls. However, he doesn’t know that he is on the verge of falling down the roaring waterfall because he is wearing Bose headphone and rowing upstream. On the top of the right side, there is a phrase: "Bose Noise Reducing Headphone" and a small image of Bose Headphone.
		Execution style(s) Rhetorical device (s)	Image: eye-catching
8	Evaluation		the ad is really concise and creative

ITEM 2: Pepsi Advertisement

Components			Contents
1	Source		Pepsi
2	Target Audience		Everybody
3	Medium (Media)		Printed ads: magazine or newspaper ads.
4	Context		in 2010
5	Objectives		persuade people love and buy Pepsi
6	Message	General selling proposition	Drink Pepsi will help you feel cool, pleasure under the hot under the hot weather.
		Product attributes	cabornated, cool. fresh
		Customer benefits	good taste
		Personal values	excitement, happiness, wisdom
7	Message execution	Description	The background is on the road and it is very sunny. There is a man and a monkey on the road. On the left of the man is a truck with full of bananas. The man seems to be very discomfort with the hot weather. He is exchanging the key of the trunk with only a Pepsi can of the monkey.
		Execution style(s) Rhetorical device (s)	Image
8	Evaluation		Personally: good impression

ITEM 3: Vinacafe Advertisement

  

Components			Contents
1	Source		Vinacafe
2	Target Audience		TV viewer
3	Medium (Media)		Broadcast on TV
4	Context		in 2011
5	Objectives		to make people love Vinacafe and persuade them buy it.
6	Message	General selling proposition	If you drink Vinacafe, you will feel very excited like packs of coffee in the clip.
		Product attributes	3 in 1:  Coffee + Sugar + Milk natural flavour, solubility
		Customer benefits	reduce fatigue
		Personal values	wisdom, pleasure
7	Message execution	Description	There are two packs of Vinacafe which is dancing in the middle of the stage with the lively music. Around is many other dancing packs of Vinacafe. At the end of the clip, a logo and a slogan:" Huong vi cua thien nhien" appear.
		Execution style(s) Rhetorical device (s)	Fantastic: dancing coffee Music: romantic
8	Evaluation		Personally: impressive

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 Source:
(1) http://webdesignlists.com/wp-content/uploads/2012/02/top-print-ads.jpg
(2) http://pondstonecommunications.files.wordpress.com/2010/02/best-pepsi-ad-monkey.jpg
(3) http://www.youtube.com/watch?v=PNj0TcDcCSM