Components
|
Contents
|
||
1.
|
Source
|
Nescafé
|
|
2.
|
Target Audience
|
Everyone
|
|
3.
|
Medium (Media)
|
Printed ad (Poster)
|
|
4.
|
Context
|
2007
|
|
5.
|
Objectives
|
-Persuade people to love the product.
|
|
6.
|
Messages
|
General Selling Proposition
|
Nothing like this coffee is able to wake a person up from
his or her sleep.
|
Product Attributes
|
Effective, usable
|
||
Customer Benefits
|
Save time and help the users not feel sleepy and become
more conscious.
|
||
Personal Values
|
Pleasure, excitement
|
||
7.
|
Message execution
|
Description
|
The advertisement interestingly showing lines
of 'Z' to signify sleep and in the last line 'Z' starts straightening to form
'N' first to eventually be written 'Nescafe'
|
Execution Style(s)/ Rhetorical device(s)
|
Image/Mood( The lines “Z” in poster is an image of sleepiness)
|
||
8.
|
Evaluation
|
Personally: successful
advertisement (creating a refreshing and unique idea), good impression.
|
|
Item 2: "The Force"- The Volkswagen car commercial:
Components
|
Contents
|
||
1.
|
Source
|
Volkswagen
|
|
2.
|
Target Audience
|
People in the middle class
|
|
3.
|
Medium (Media)
|
Broadcast ad ( TV)
|
|
4.
|
Context
|
In the 2011
|
|
5.
|
Objectives
|
Introduce a new product: The Volkswagen Passat
|
|
6.
|
Messages
|
General Selling Proposition
|
Volkswagen’s new product with the remote- control locking
will help you control your car without touching the steering wheel
|
Product Attributes
|
Modern, luxurious, high technology.
|
||
Customer Benefits
|
-Help you feel more convenient
-Creating magical moments in your life
|
||
Personal Values
|
Happiness, pleasure, wisdom
|
||
7.
|
Message execution
|
Description
|
A
deluded kid in a Darth Vader costume who is desperate to bend objects in his
world to his significant. After
an unsuccessful day, the kid is dumbstruck by his abrupt success bewitching
his dad’s car, courtesy of the remote start function on the car’s key fob.
|
Execution Style(s)/ Rhetorical device(s)
|
Image/Mood ( a boy wears a Darth Vader costume, which was
very famous in Star Wars film)
Fantasy: by the car’s key fob, his dream became the truth.
Musical. |
||
8.
|
Evaluation
|
Personally: good impression, fun.
|
|
Item 3: The LG Kompressor Plus:
Components
|
Contents
|
||
1.
|
Source
|
LG
|
|
2.
|
Target Audience
|
TV viewers
|
|
3.
|
Medium (Media)
|
Broadcast advertisement ( Television)
|
|
4.
|
Context
|
In the 2011
|
|
5.
|
Objectives
|
Introduce a new product: The LG compressor plus.
|
|
6.
|
Messages
|
General Selling Proposition
|
LG vacuum cleaners let
you clean more places and make disposing of dirt quicker and simpler than
ever before.
|
Product Attributes
|
-Modern, portable, convenient, hygienic.
- Smarter technology and easy to control
|
||
Customer Benefits
|
-Saving time
- your house will be very clean and less empty
|
||
Personal Values
|
Happiness, pleasure, satisfied, wisdom
|
||
7.
|
Message execution
|
Description
|
The
commercial shows us an interesting photo shoot trick using a supermodel in a red
bikini. Thanks to the help of the LG Compressor Plus with lasting suction
power, the model's body has become slimmer and more attractive than it
actually is, which made the photo shoot successful.
|
Execution Style(s)/ Rhetorical device(s)
|
Image/Mood ( the slim model’s body is a image of your
cleaning house if you use the LG vacuum cleaners).
Overstatement
|
||
8.
|
Evaluation
|
Personally: good impression.
|
|
I like the advertisement in your item 3 , by the way I prefer to add "wisdom" to " Personal Values" in item.
ReplyDeleteIn your item 3, I think product attributes will also be strong (it can hold the woman's fat for a long time)
ReplyDelete