Item 1: Video:
Pepsi: The choice of a
new generation
|
Components
|
Contents
|
||
|
1.
|
Source
|
Pepsi
|
|
|
2.
|
Target Audience
|
Young
people
|
|
|
3.
|
Medium (Media)
|
Broadcast
|
|
|
4.
|
Context
|
1984,
Micheal Jackson had became a phenomenal music and his dance was learnt by
many people, especially by young people.
|
|
|
5.
|
Objective
|
To make
people like Pepsi.
|
|
|
6.
|
Message
|
General Selling Proposition
|
If you
drink Pepsi, you feel excited and can dance like Micheal Jackson.
|
|
Product Attributes
|
Easy
to handle than the crystal bottle ones, cool.
|
||
|
Customer Benefits
|
Become more young, dynamic and confident.
|
||
|
Personal Values
|
Pleasure,
happiness, excitement.
|
||
|
7.
|
Message Execution
|
Description
|
A boy
who is a fan of Micheal Jackson plays with his friends outside and
unexpectedly meets his idol. They drink Pepsi and dance together. The slogan:
‘’Pepsi: the choice of a new generation’’
|
|
Execution Style(s)/ Rhetorical
Device(s)
|
Musical
Mood/
image (Boys are symbol of a new generation with energy, happiness,
talented...)
|
||
|
8.
|
Evaluation
|
Personally:
impressive and exciting.
|
|
http://www.behance.net/gallery/Fly-like-an-M6/916597
|
Components
|
Contents
|
||
|
1.
|
Source
|
BMW,
M6
|
|
|
2.
|
Target Audience
|
High
income class
|
|
|
3.
|
Medium (Media)
|
Printed
ad
|
|
|
4.
|
Context
|
unknown
|
|
|
5.
|
Objective
|
to
introduce a new product
|
|
|
6.
|
Message
|
General Selling Proposition
|
If you
use the car, you drive as you are flying.
|
|
Product Attributes
|
High
technology: high speed, well-designed, luxury
|
||
|
Customer Benefits
|
Fashionable, convenient.
|
||
|
Personal Values
|
Social
respect, pleasure
|
||
|
7.
|
Message Execution
|
Description
|
A
modern black car in the white-black background is moving in such a big speed
that the space around the car seem to be stirred. The slogan in the middle of
the poster: M. the most power letter in the world shows how power the car is
|
|
Execution Style(s)/ Rhetorical
Device(s)
|
image
|
||
|
8.
|
Evaluation
|
Personally:
impressive
|
|
Item3: Visit the
website of amazon.com to by goods.
http://www.amazon.com/|
Components
|
Contents
|
||
|
1.
|
Source
|
Amazon
|
|
|
2.
|
Target Audience
|
Internet
users
|
|
|
3.
|
Medium (Media)
|
Interactive
advertisement
|
|
|
4.
|
Context
|
Unknown
|
|
|
5.
|
Objective
|
to
persuade people to buy products online
|
|
|
6.
|
Message
|
General Selling Proposition
|
You
can find any things you need on amazon.com and don’t have to go to store
|
|
Product Attributes
|
Have many
kind of goods and clear products information.
|
||
|
Customer Benefits
|
Convenient, saving time and money
|
||
|
Personal Values
|
Wisdom
|
||
|
7.
|
Message Execution
|
Description
|
Images
and detailed information with different category of products.
|
|
Execution Style(s)/ Rhetorical
Device(s)
|
images
|
||
|
8.
|
Evaluation
|
Good
impression
|
|
in my view, in item 1:
ReplyDelete+ product attributes are also lightweight bottle and well fizzy taste (make pp feel more excited when drinking)
+ Execution style: you should show clearer music. I think exciting song and it was performed by MJ, which make advertisment more interesting and convincing to customers.
- in item 2:
+ product attributes: speed engines, sportive and strong design with sharp contours and light sytem
+ customer benefit: include both satisfaction and comfort (new M6 satisfies the need of customers, particular pp who has deep knowledge of car and likes )strong feelings
Ct10E17 la Vu Thi Giang
ReplyDeleteI have comment on your item1
ReplyDeleteI think in terms of execution style(s)/ rhetorical device(s), you should add endorsement: Michael Jackson - the king of pop.
in item 2, i follow the link you provide and i find something:
Delete"Created: 01/16/11
Last Edited: 12/13/11
This is a personal piece that I created for BMW. I wanted to experiment more with creating realistic ads, so this is my attempted piece for BMW...Art Director: Vu Nguyen"
so, Context: in 2011
and Source: i am not sure it is from BMW. it may be a personal ad by Vu Nguyen. please check it.
I am so sorry but I can't get your item 3. In my opinion, it's neither instituitional ad or product ad. The interface is not special enough to become an advertisement
ReplyDeleteI just like to add "fantasy" as another rhetorical device used in item 2.
ReplyDelete