Entry 2: Tran Lan Anh
Item 1:
<a href="http://www.youtube.com/watch?v=_2TJFZ4XTAIJ">http://www.youtube.com/watch?v=_2TJFZ4XTAI]</a>
Components | Contents | ||
1 | Source | Heineken | |
2 | Target Audience | TV viewers | |
3 | Medium (media) | Broadcast | |
4 | Context | In Nov, 2001 | |
5 | Objectives | Persuade people to like Heineken beer. | |
6 | Messages | General selling proposition | Using Heineken, you feel satisfied. |
Product attributes | |||
Consumer benefits | |||
Personal values | Pleasure. | ||
7 | Message Execution | Description | At a party, a man is putting his arm into an ice bucket to search for a bottle of beer. He finds some bottles but he gives them back and continues searching. Finally, he finds the thing he wants: a Heineken. The young man feels satisfied although his arm is red and he is trembling. Suddenly, the bottle falls from his hand and he has to search again. |
Execution style(s)/Rhetorical device(s) | Image, Music (Quando quando quando) Curiosity, Funniness. | ||
8 | Evaluation | Great impression. Funny. Music is wonderful. | |
Item 2:
Components | Contents | ||
1 | Source | Dryper ad (Avisoad) | |
2 | Target Audience | TV viewers | |
3 | Medium (media) | Broadcast | |
4 | Context | 2006 | |
5 | Objectives | Persuade people to love that product. | |
6 | Messages | General selling proposition | Using Drypers to keep dryness |
Product attributes | Absorb quickly, Softness. | ||
Consumer benefits | People, especially children, feel fresh and comfortable. | ||
Personal values | Wisdom. | ||
7 | Message Execution | Description | Watching a sad film, a woman bursts into tears, which makes her child sitting next very confused. To dry her tears, he considers choosing tissues or a diaper which he is wearing. Finally, he takes the diaper to his mother. |
Execution style(s)/Rhetorical device(s) | Curiosity Funny, Image, music | ||
8 | Evaluation | Personally, funny and interesting | |
Item 3:
http://www.youtube.com/watch?v=Xlg5C6CkObwComponents | Contents | ||
1 | Source | Nokia | |
2 | Target Audience | TV viewers | |
3 | Medium (media) | Broadcast | |
4 | Context | 2003 | |
5 | Objectives | Introduce 2 new products: Nokia 7650 and Nokia 7210. | |
6 | Messages | General selling proposition | If you use the products, you can convey your feelings easily and you will have good relationships. |
Product attributes | Convenience Many utilities. | ||
Consumer benefits | Feel comfortable and happy | ||
Personal values | Happiness, Pleasure Wisdom | ||
7 | Message Execution | Description | A man walking around a city takes photographs of signs by his cell phone in a sunny day and a woman is waiting for someone in a rainy night. That means they are in different places. Suddenly, her mobile rings, she receives a special proposal and she is very happy. Then, the man receives her answer with bright facial expression and “Nokia- Connecting people” is shown. |
Execution style(s)/Rhetorical device(s) | Image, Music (Under your clothes) Curiosity evoked. | ||
8 | Evaluation | Personally, romantic and sweet. Interesting. | |
Your entry is quite good, but I also have some comments.:))
ReplyDelete1. About entry 1, I think you should specify the target audience, which is "man". About Objectives, it should be that " If you don't use Heineken, you will feel regretful."
i really like the final item. howerver, i think in this ads, the producer wants to emphasize the photo taking feature of the phone, so i think the product attribute ahould be added: High quality camera or st like that :P
ReplyDeleteps: It's Vi. don't know how to change the name ( i did it before but i cannnot remember how @@)