Entry 2_ Nguyễn Tường Vi

Item 1: Johnnie Walker
http://www.youtube.com/watch?v=pAVv23DrD-I

Components			Contents
1.	Source		Johnnie Walker
2.	Target Audience		Adults, particularly those who care about famous alcohol brands like Johnnie Walker
3.	Medium (Media)		TV and internet
4.	Context		In 2009, when they celebrated Johnnie Walker black label 100th anniversary. People in all over the world had already known about this brand, however not all of them know clearly about the establishment and development of Jonnie Walker
5.	Objective		To help the consumer know more about the entirely history of the brand and it’s reputation.
6.	Message	General Selling Proposition	If you drink Johnnie Walker, you drink the international quality product
		Product Attributes	Consistent, unique product. Has various iconic  product lines: Red label, Black label, Green label, Gold label and Blue Label    Present on any self in the world.
		Customer Benefits	Can enjoy the best quality whisky.  Can have many choices  Can easily find Johnnie Walker whisky
		Personal Values	Opulent, wisdom, pleasure, social’s respected.
7.	Message Execution	Description	A Scottish man tells a story about the history of Johnnie Walker brand while walking through misty Scottish highlands
		Execution Style(s)/ Rhetorical Device(s)	Music: Scottish music Back ground: Superb and immense highlands in Inverlochlarig, Perthshire, Scotland. Endorsement: Robert Carlise
8.	Evaluation	This advert was successful as it made a deep impression on the viewer’s mind.

Item 2: Coco channel

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

Components			Contents
1.	Source		Coco Channel
2.	Target Audience		Young wealthy women
3.	Medium (Media)		Broadcast
4.	Context		Keira Knightley is a famous English actress, who is a symbol of  a beautiful, strong and tough woman. Many young lady wants to be just like her
5.	Objective		Introduce a new product of Channel and persuade the target customers to buy this product.
6.	Message	General Selling Proposition	If you want to be like Keira, use our product
		Product Attributes	Has attractive fragrance; fresh and pure Small, easy to bring with you.
		Customer Benefits	Has an seductive scent
		Personal Values	Attractive,confident, pleasure, social’s respect
7.	Message Execution	Description	. Keira Knightley ride a motorbike to a studio to take picture for a new collection and the handsome photographer is charmed with her beauty and scent.. Base on Keira attitude, he thinks that he can go further with her so he goes to lock the door. However, Keira has gone away when he comes back, and leaves him with the regret.
		Execution Style(s)/ Rhetorical Device(s)	Music Endorsement: Keira Knightley
8.	Evaluation	This ad is awesome cause it has attracted a huge number of customer for this product.

Item 3: Coca Cola

http://www.beautifullife.info/advertisment/history-of-coca-cola-in-ads/

                                   

                           

Components			Contents
1.	Source		Coca Cola
2.	Target Audience		Every body, especially the youngsters
3.	Medium (Media)		Printed ( poster )
4.	Context		The beginning of the 20th  century, when Coca Cola was still a new product in the pharmacy .
5.	Objective		Introduce a new product and persuade the target customers to buy Coca Cola.
6.	Message	General Selling Proposition	Try our product to experience a new energetic beverage
		Product Attributes	Energetic Delicious Refreshing Fashionable Cheap ( just 5€)
		Customer Benefits	slake his/her thirst Save money
		Personal Values	Pleasure, happy, fashionable, social’s respect
7.	Message Execution	Description	A beautiful young lady in a sophisticate white dress is standing next to.a Coca Cola table. In the table, there is a glass of coca cola and a logo of it.
		Execution Style(s)/ Rhetorical Device(s)	Image: A beautiful lady             The color of the poster is also salient Mood: exciting
8.	Evaluation	This ad was successful because it had grabbed the consumer’s attention, and the consumption of Coca Cola had increased significantly.