Entry 2_ Trần Thị Vân Anh

Item 1: APPLE: “The crazy ones”

Components			Contents
1.	Source		APPLE
2.	Target Audience		TV viewers
3.	Medium (Media)		Broadcast: TV commercial
4.	Context		In 1997 when the technology industry was rapidly developing in the world.
5.	Objectives		To brand Apple. To make people recognise Apple’s excellence and prospect.
6.	Message	General Selling Proposition	Apple is doing the way of geniuses. It thinks different.
		Product Attributes
		Customer Benefits
		Personal Values	Enlightenment
7.	Message Execution	Description	The ad shows images of some famous geniuses  such as Albert Einstein, Martin Luther King, Mahatma Gandhi, Henry Ford, etc together with a commentary. The main idea of the commentary is: the way those geniuses think and do could be crazy but did change the world and Apple sees it as genius. That is to say “Think different”- slogan of Apple.
		Execution Style(s)/ Rhetorical Device(s)	Mood: Surprise, enlightenment are evoked Image: images of many famous talents all over the world of all the time. Musical: the slow pace of music and a warm voice make people fall in a mood of contemplating.
8.	Evaluation		Personally: good impression

Item 2: TOSHIBA: Butterfly

Components			Contents
1.	Source		TOSHIBA
2.	Target Audience		Public, especially those who have to do with technology.
3.	Medium (Media)		Printed ad: newspaper or magazine ad
4.	Context		In Australia, 14th November 2011. It was when the technology has become one of the most developed industries in the world.
5.	Objectives		To introduce the lightest notebook on the market. To make the customers love it.
6.	Message	General Selling Proposition	If you buy Z830 Ultrabook, you will have the world’s lightest notebook at the time.
		Product Attributes	Super light and slim Fashionable Easily portable
		Customer Benefits	Having the world’s lightest notebook.
		Personal Values	Wisdom Convenience Fashionable Social respect
7.	Message Execution	Description	In the centre of the ad is an open laptop lying by its screen’s back. There is a small colourful butterfly on the corner of the lying screen. The keyboard is vertical. This visual part is seperated with the text below it. The text body is placed under the visual part, at the bottom of the ad. Its has three rows. The first one (Z830 ULTRABOOK. THE WORLD’S LIGHTEST) is the introduction about this new product in medium font size. The second one is the company’s name in bold red. And the last one is the slogan of the company in small font size (Leading innovation).
		Execution Style(s)/ Rhetorical Device(s)	Image: the slim shape of the laptop together with the cold main colour of the ad make up a subtle image of a technology product. Fantasy: the laptop seems to be so light that a tiny butterfly could weigh over it.
8.	Evaluation		Personally: impressive and creative

Item 3: HEINEKEN: “Walk-in fridge”

Components			Contents
1.	Source		HEINEKEN
2.	Target Audience		TV viewers
3.	Medium (Media)		Broadcast: TV commercial
4.	Context		In 2008
5.	Objectives		To make people want to buy or have Heineken
6.	Message	General Selling Proposition	If you have Heineken, you will be truly over the moon.
		Product Attributes
		Customer Benefits
		Personal Values	Pleasure Wisdom Social respect Happiness Excitement
7.	Message Execution	Description	The ad depicts a new house party, in which the wife is showing her wifehouse friends around the house. They finally come to the wife’s walk-in closet full of fashionable clothes and accessories. They yell in excitement. However, they then hear the louder over-excited yell of their husbands and so wondering. They then find out the reason when coming to the walk-in fridge of the host husband. The husbands are over the moon in front of a walk-in fridge full of Heineken beer.
		Execution Style(s)/ Rhetorical Device(s)	Mood: curiousity, excitement and surprise are evoked. Humorous: the ad makes people feel entertained
8.	Evaluation		Personally: good impression

Babaiaga TVA

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Sources:

Item 1: http://www.forbes.com/sites/ericjackson/2011/10/07/steve-jobs-narration-of-1997-think-different-ad/ 

Item 2: http://www.bestadsontv.com/ad/40719/Toshiba-Butterfly

Item 3: http://funny-commercials.org/