Entry 2_ Đỗ Thị Ánh Ngọc

 Item 1: EnfaKid A+ advertisement

Source: http://www.youtube.com/watch?feature=endscreen&NR=1&v=7CsYoxwQmfE

Components			Contents
1.	Source		Mead Johnson & company
2.	Target Audience		Children who age 3 and more year olds.
3.	Medium (media)		Broadcast advertisement ( television)
4.	Context		In 2007
5.	Objectives		Introduce the new kind of Enfa A+ power milk family.
6.	Messages	General selling proposition	Using EnfaKid A+, your children will get the best development, and will have the so cute and miracle reactions. (like the little girl in this ad)
		Product attributes	The important brain building nutrients: + Choline + DHA + ARA + SA
		Customer benefits	Your children will grow up healthily and develop their brain system.
		Personal values	+ The children: smart, healthy, happy + Parents: happy, wisdom, social respect
7.	Message executive	Description	While a mother is helping with her daughter’s studying, she accidentally breaks the flower vase nearby. She was so sad, but the way her child comforts her makes her very moving.
		Executive style(s)/ Rhetorical device(s)	+ Musical +Mood/ image
8.	Evaluation		Personally: moving and good impression.

Item 2: Alpenliebe advertisement

Source: http://www.youtube.com/watch?v=Lj4WYzdGpk4

Components			Contents
1.	Source		Perfetti
2.	Target Audience		T V viewers
3.	Medium (media)		Broadcast advertisement (television)
4.	Context		+ In 2004. + In Viet Nam: the country, a typical Asian culture, where attaches much importance to family sentiment.
5.	Objectives		+Introduce two new flavor of Alpenliebe (caramel and milk strawberry). +Besides, via this ad the director also wants audiences (particularity is children) to know to respect the family values.
6.	Messages	General selling proposition	Enjoying alpenliebe candies and you will receive the sweet loving from your relatives.
		Product attributes	+ sweet +various flavor ( original, caramel, milk strawberry)
		Customer benefits	Delicious
		Personal values	Happy
7.	Message executive	Description	A little girl gives sweet alpenliebe to her grandparents and her parents. The cozy, happy atmosphere is pervasive the house, which makes the cute puppy also want to receive this feeling, so he decides to give his girlfriend these sweet candies.
		Executive style(s)/ Rhetorical device(s)	Musical, image, fantasy
8.	Evaluation		+ Personally: interesting + Background knowledge: This ad is very successful. (This brand has built certain positions in the Vietnamese customers’ choice and Alpenliebe become the leading candy brand in Vietnam candy market.)

 Item 3: Mc Donald advertisement

 

 Source: http://www.youtube.com/watch?v=OtWRCIkFl00
 

Components			Contents
1.	Source		Mc Donald
2.	Target Audience		TV viewers
3.	Medium (media)		Broadcast advertisement ( television)
4.	Context		In 2010, when fast food is more and more preferred because of the bustle of the life. Moreover, the demand for quickness and convenience is higher than ever before.
5.	Objectives		Introduce the new and high-tech McDonald’s fast food restaurant (McDonald’s Drive Thru- the driver can order and get the food from this restaurant without getting off the car.)
6.	Messages	General selling proposition	Go to McDonald fast food restaurant you will get the quick and professional services.
		Product attributes	+ Modern order system +  Good servants ( quick, sensitive and friendly and enthusiastic) + friendly- environment products ( using paper package)
		Customer benefits	Satisfactory, comfortable and convenient
		Personal values	Pleasure, social respect, wisdom
7.	Message executive	Description	A father keeping his baby asleep in the car while attempting to order food at the McDonald’s Drive-Thru. He drives slowly around that store and whistles via speaker fixed outside the store so that the servant (at the window) can prepare the order. Thanks to enthusiasm and quickness of the servant, this trade occurs smoothly and the baby can still sleep peacefully.
		Executive style(s)/ Rhetorical device(s)	+Musical  +Image
8.	Evaluation		Personally: successful, good impression (the service attitude), moving ( the way that the father sees his son when attempting to order food)