Entry 2_Bui Thi Phuong
Understanding advertising messages
Item 1: “Silent of love” advertising
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Components
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Contents
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1
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Source
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Thai Life Insurance Company, Ltd
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2
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Target Audience
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TV viewers
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3
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Medium (Media)
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Broadcast: TV commercial
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4
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Context
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2011, Thailand
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5
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Objectives
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To suggest a life insurance service
To make people liking it
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6
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Messages
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General Selling Proposition
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To insure your life
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Product Attributes
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Customer Benefits
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Personal Values
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Wisdom, pleasure
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7
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Message Execution
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Description
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a mute father and his daughter who
struggles with his disability. With torment at school and frustration at
home, she tries to commit suicide. Her dad’s love is so strong he does
everything and anything he can for his daughter.
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Execution Style(s)/
Rhetorical Device(s)
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Mood: Moving and touching
Musical
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8
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Evaluation
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Good impression
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Item 2: Samsung Galaxy S II
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Components
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Contents
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1
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Source
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Samsung Galaxy S II
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2
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Target Audience
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People of high salary
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3
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Medium (Media)
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Broadcast on TV, Internet
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4
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Context
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unclear
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5
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Objectives
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To persuade people to buy Samsung Galaxy SII
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6
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Messages
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General Selling Proposition
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It brings you the comfort and confidence
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Product Attributes
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do your own work and relax without
disturbing
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Customer Benefits
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Enjoy the product of best features
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Personal Values
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Stylish, convenience, wisdom, social respect
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7
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Message Execution
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Description
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A man is reading book on his own chair next to a hen the hen disturb him
with its sound. The man closes his book coming near it, then he put his cell
phone on the table. There are three eggs inside the phone. The hen believes
they are true eggs because of its vivid image. Then the man goes on reading.
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Execution Style(s)/
Rhetorical Device(s)
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Image
Overstatement
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8
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Evaluation
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Interesting and impressive
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Item 3: Nolan’s cheddar
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Components
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Contents
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1
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Source
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Nolan’s cheddar
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2
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Target Audience
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All people
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3
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Medium (Media)
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Broadcast on TV, Internet
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4
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Context
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In 2009 by British animatronics
master John Nolan
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5
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Objectives
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To persuade people to buy Nolan’s cheddar
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6
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Messages
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General Selling Proposition
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To help you be stronger
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Product Attributes
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Fruity, sulfur, milk fat, sweet, sour,
salty, bitter
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Customer Benefits
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Get stronger
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Personal Values
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Healthy, happiness, pleasure
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7
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Message Execution
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Description
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Over :90 rather amusing seconds, we watch the adventure of a mouse as he
plays with fire by eating cheese off a trap, falls victim to the spring arm,
and then battles back mightily
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Execution Style(s)/
Rhetorical Device(s)
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Humorous, fantasy, image
Musical:
The Carpenter’s “Top of the World”, the Doors’ “The End” and Survivor’s
“Eye of the Tiger”
Overstatement
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8
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Evaluation
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Funny, interesting, impressive, unique
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In the Item 1, customer benefits should be " Peace of mind: customers will have the financial guarantee in case of unfortunate dead, disease or injury". product attributes should be " safe, a method of long-term investment for future financial resource ò individuals and families, a form ò saving"
ReplyDeleteI have some comments for item 2:
ReplyDeleteI think the source should be "Sam Sung".
Target audience: not only pp with high salary but also the young who love mordern technology.
Context: in 2011
The objectives should be "introduce a new product and make people love it" because as i know, in 2011 Samsung introduced this new generation of Samsung Galaxy S with new inovation.
Product attributes: vivid and realistic image, super AMOLED Plus display
And the last one, you can add "humorous" as an execution style
Tks for ur comments, I 'll check it now:D
ReplyDeleteIn my opinion:
ReplyDelete- in my item 1, I think if u watch this ad, I can't know its customer benefits and product attributes because they aren't said in the ad. u have to find out more information about it. when talking about insurance, people usually keep in mind customer benefits and product attributes as u said.
- in my item 2, actually, I want to edit it, I also know that it 's not ok, I think that deadline of posting entry is on Thursday, so if I edit again, it means that I missed the deadline. And ur comments make my item better. Tks for comments.
Hi there:D I have some comments on your entry.
ReplyDeleteGenerally speaking, your entry is fairly good. However, I do not agree with you in some categories of your Item 3.
I don't think that the product attributes is fruity, sulfur, milk fat, sweet, sour, salty, bitter ( I'm wondering whether cheese is bitter). It should be delicious (is used to trap the mouse), and nutricious (the mouse becomes stronger after having the cheese).
Personal value should only be healthy.