Entry 2_Phan Thi Lanh
Entry 2
Understanding advertising messages
ITEM 1: “Red Salmon” advertisement
Components | Contents | ||
1 | Source | John West Salmon (an British brand) | |
2 | Target Audience | TV viewers | |
3 | Medium(Media) | Broadcast TV | |
4 | Context | In the 2000 | |
5 | Objectives | To introduce a new product (cognitive, affective and conative demensions) | |
6 | Message | General selling proposition | If you use the Red Salmon, you will be more healthy |
Product attributes | Fresh, vitamins | ||
Custom benefits | Heathy Good taste | ||
Personal values | Wisdom, Personal comfort | ||
7 | Message execution | Description | A fisher man is sparring with a grizzly bear at a wild river to get the best salmon. Afer an intense fight, he won the fish. |
Execution style(s) Rhetorical device(s) | Humorous: The actions of the man and the bear are so fun and humorous. They seem to be in a boxing match | ||
8 | Eveluation | Personally: impressive and interesting Background knowledge: Released in November 2000, the advertisment became the first ad to use the power of the internet through fans to download and send each other | |
ITEM 2: “Sony LCD Bravia TV’s screen” advertisment
Components | Contents | ||
1 | Source | Sony | |
2 | Target Audience | TV viewers | |
3 | Medium(Media) | Broadcast TV | |
4 | Context | In the 2005 | |
5 | Objectives | To introduce a new product (cognitive, affective and conative demensions) | |
6 | Message | General selling proposition | If you use the TV, you feel more excited because of lively colors |
Product attributes | Color like no others | ||
Custom benefits | Ẹnjoy colorful vivid images | ||
Personal values | Wisdom, personal comfort, pleasure, excitment | ||
7 | Message execution | Description | Approximately 250,000 colorful balls are rolling down the streets of San Francisco |
Execution style(s) Rhetorical device(s) | Image: The colors of the ball are colors of Sony’s Bravia LCD screen Musical | ||
8 | Eveluation | Personally: good impression Background knowledge: screen ad for Sony's LCD Bravia TV marked the trend away from the technique-heavy ads | |
ITEM 3: “Coca-Cola” advertisement
Components | Contents | ||
1 | Source | Coca-Cola | |
2 | Target Audience | People who works | |
3 | Medium(Media) | Printed ad | |
4 | Context | In the 1930 | |
5 | Objectives | To make people like and persuade them to buy this product. | |
6 | Message | General selling proposition | If you drink Coke, you will have the best relaxation |
Product attributes | Carbonated | ||
Custom benefits | Good taste, refresh | ||
Personal values | Wisdom, pleasure | ||
7 | Message execution | Description | An young men is carrying two bottles of Coca-cola to his boss at the break between sessions (4p.m) |
Execution style(s) Rhetorical device(s) | Image | ||
8 | Eveluation | Personally: good impression Background knowledge:the advertisment has captured 3rd place in the 20th century 100 best ads | |
in my opinion,
ReplyDelete- in your item 1:
+ objectives: make pp like the product, not introduce product (since i know this company was established in 1879 and this ad is just marketing campaign to make pp know more about product)
+ product attributes: also nutritious and highest fish quality.
in the third item, you should specify the medium (poster)
ReplyDeletemoreover, i think your description is not enough.On the right of the man, there is a small board with the sentence "drink Cocacola - Delicious and Refreshing"
In my opinion: In item 1 FANTASY is also one of the execution style of this product.( the way the bear reacts to the man).
ReplyDeleteHi, I think in item 3, the product attributes should be: delicious and refreshing (as it is stated below the name of the product behind the man). Then it will be more adequate with your customer benefits also.
ReplyDelete