Entry 2
Item
1: Nolan’s
cheddar cheese advertisement
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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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TV
viewers
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3
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Medium
(Media)
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Broadcast
on TV
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4
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Context
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In
2010
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5
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Objectives
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Persuade
people love Nolan’s cheddar cheese
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6
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Message
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General
selling proposition
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If
you use Nolan’s cheddar, you feel strong and energetic immediately
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Product
attributes
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Sweet-smelling,
nutritious, good taste
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Customer
benefits
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Have
a healthy body
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Personal
values
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Pleasure,
serious strength
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7
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Message
execution
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Description
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-
The ad depicts a mouse taking a risk to approach the small cheese at a trap mouse
and tried to eat it. The mouse was sprung that trap and he seemed to be close
to death. However, just after seconds he recovered consciousness and even had
enough strength to raise the iron trap. At the end of the clip, there was a
slogan “seriously strong”.
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During the clip, happy and sad songs serve as the musical background.
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Execution
styles/ or rhetorical devices
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Humorous/
overstatement: the mouse could raise the iron trap
Musical
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8
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Evaluation
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Funny,
convincing and impressive
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Item
2:
Sony Vaio advertisement
Source: http://www.stillad.com/wp-content/uploads/2008/02/vaiowind.jpg
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Components
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Contents
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1
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Source
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Sony
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2
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Target
audience
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Everyone,
especially laptop users
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3
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Medium
(Media)
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Printed
ads
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4
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Context
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In
2008 (when there is no laptop as light as Sony Vaio in the world– 1,15 kg)
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5
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Objectives
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Introduce
new product and make people like the product
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6
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Message
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General
selling proposition
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If
you use this product, you feel convenient, useful and easy to carry around.
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Product
attributes
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Light,
thin, stylish, fashionable and convenient
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Customer
benefits
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Relevant
and stylish
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Personal
values
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Wisdom,
pleasure, comfortable
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7
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Message
execution
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Description
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The
laptop flies with papers in the air by wind’s plane
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Execution
styles/ or rhetorical devices
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Overstatement
( Sony laptop is lightweight like papers)
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8
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Evaluation
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Personally,
interesting and impressive
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Item
3: British
council advertisement
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Components
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Contents
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1
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Source
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British
council
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2
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Target
audience
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Internet
users (particularly English learners)
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3
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Medium
(Media)
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Interactive
advertisement
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4
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Context
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In
Vietnam when English becomes more and more important and popular
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5
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Objectives
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Give
basic information about British council and persuade people study British
council English course with them (by showing world leader strengths in
education)
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6
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Message
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General
selling proposition
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If
you enroll the English course at British council, your English skills will be
improved and then help you have chance to achieve your goals
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Product
attributes
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High
quality in English language teaching with:
A
world authority in English teaching;
High
qualified teachers;
Well-designed
course and quality learning recourse;
Modern learning facilities;
Best
of contemporary UK culture, arts and science
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Customer
benefits
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Improve
language skills and have effective communication in English;
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Personal
values
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Wisdom,
English knowledge, social respect
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7
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Message
execution
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Description
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Hypertext,
persuasive with a video and clear outline
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Execution
styles/ or rhetorical devices
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Mood:
evoke ambition (top university, career prospect…)
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8
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Evaluation
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Convincing
and good impression
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I have some comments on your entry:
ReplyDeleteItem 3: I think context is nowsaday, English has become more and more popular over the world. In Viet Nam, the demand of studying English is more and more increasing.
i think in the item 2, about description, you should add the sentence "Lightweigh Like no other" and the name of the laptop "VAIO" at the bottom on the right of the image.
ReplyDeleteDear Giang,
ReplyDeleteI agree that the advertisements you chose are quite good. However, as I know, the Nolan's cheddar cheese is not a real product, so this advertisement is just an imaginary commercial.
Anw, your analysis is quite good!:)
Hi, I have some different opinions on your entry.
ReplyDeleteIn item 2, I think the product attributes are not only light, thin, stylish, fashionable and convenient but also made from carbon fiber as it is stated in the poster.
Therefore, the customer benefits should not be "relevant" but "convenience, fashionable", I suppose.