Entry2_Phung Thi Tuyet Nhung

Item 1 : Pepsi drinks advertisement

Source : http://www.youtube.com/watch?v=40DykbPa4Lc

Components			Contents
1.	Source		Pepsi
2.	Target Audience		TV viewers
3.	Medium (Media)		Broadcast (TV)
4.	Context		Many centuries until now, a large number of teenagers have desired for learning kungfu at Shaolin School of martial arts in China. They would have full of skill and sporting spirit as well as enlightened wisdom after a strenuous course there. (publish time : 2007)
5.	Objectives		Make people in many places in the world love Pepsi more. Persuade people to drink Pepsi drinks
6.	Message	General Selling Proposition	If you drink Pepsi drinks, you will have a firm stuff like a talented Shaolin martial arts student.
		Product Attributes	Energetic, inspiring, cool, fresh and relaxing
		Customer Benefits	Strength, speed, relaxation, feeling of achievement.
		Personal Values	Enlightened wisdom, sporting spirit, self-fulfillment, pride, happiness.
7.	Message Execution	Description	A small American boy knocked at the door of Shaolin School of martial arts. At first, he did not meet his teacher expectation. However, he did not give up then eventually succeeded. After drinking Pepsi drinks together with his teacher and schoolfellows, he was recognized to be graduated by a mark of Pepsi can plug on his forehead.
		Execution Style(s)/ Rhetorical Device(s)	slice of life lifestyle ( sporty, energetic) mood ( admiration) animated product symbol ( can plug) musical humorous repetition ( the symbol of Pepsi can plug) symbol ( Pepsi can plug)
8.	Evaluation		+Personally: funny, creative, admirable, impressive, inspiring -> a successful advertisement +Background knowledge: Pepsi is going on being loved by people around the world

Item 2 : Audi R8 advertisement

Source :http://www.youtube.com/watch?v=_6rj5jisB7g

Components			Contents
1.	Source		Audi R8
2.	Target Audience		TV viewers (especially well paid customers)
3.	Medium (Media)		Broadcast (TV)
4.	Context		In developed countries like USA, the demand for well-built and beautifully-designed car is high. Asset like the car people own is  one of the manifestations for their wealth and social status. ( publish time: December 2008)
5.	Objectives		Introduce Audi R8- new car of Audi. Make people especially car lovers have interest in Audi R8
6.	Message	General Selling Proposition	if you own an Audi R8, that means you are possessing a car being even more precious than a woman-human)
		Product Attributes	Elegant, unique beautifully designed, luxurious, sporty.
		Customer Benefits	Possessing a tastefully styled super car, enjoying smooth drive with an elegant car.
		Personal Values	Luxury, wisdom, success, confidence.
7.	Message Execution	Description	In the parking lot cellar, 2 thieves are waiting for the occurrence of the hostage to have chance to escape from the building. The one bringing money after being detected by the guard pointed his gun at the car ( Audi R80) instead of the woman getting off from it. Being too scared of hurting the car, the guard lets the gang go with money.
		Execution Style(s)/ Rhetorical Device(s)	Mood ( surprise) humorous musical spokes- testimonial ( already a classic) comparison ( a woman- human and a car) overstatement ( a car is more precious than a woman)
8.	Evaluation		+personally: Funny, creative, impressive -> a successful advertisement +background knowledge: Audi R8 becomes the dream of super car hunters.

item 3 : 

Source : http://www.youtube.com/watch?v=R55e-uHQna0

Components			Contents
1.	Source		The Force - new car of Volkswagen
2.	Target Audience		Internet users (especially car lovers)
3.	Medium (Media)		Internet
4.	Context		In modern society, with the fabulous development of technology in household facility and means of transport, people do not only need a high speed and nice car but also a driven-oriented and intelligent car. (publish time: 2011)
5.	Objectives		-introduce The Force - new car of Volkswagen Passat -reinforce the reputation of Volkswagen car.
6.	Message	General Selling Proposition	If you have The Force, you can bring impossible hopes into reality.
		Product Attributes	be remotely controlled, be elegant, be luxurious, be modern, be fashionable, be intelligent, well made
		Customer Benefits	enjoy the convenience of a remotely controlled car, feel the comfort brought by high technology means of transport, experience its advanced features, possess luxurious car.
		Personal Values	wisdom, happiness, self-satisfaction, success, confidence.
7.	Message Execution	Description	A young boy dressing like Vader in Star War  movie, sticks his hand out at the treadmill, the dog, the washing machine, the doll, the dish of sandwich, hoping to move them with the force of his mind. Actually, he is depressed as nothing happens. His father drives his Force- Volkwagen Passat home. When the boy tries to do the same trick with the car, his father, watching from the kitchen, starts the car remotely with his keys. The boy is frightened because he think he just started the car by his force.
		Execution Style(s)/ Rhetorical Device(s)	demonstration, humorous, mood (amazement) repetition ( the failure of the trick made by the boy) image of the famous film Star War ( the boy costum)
8.	Evaluation		+personally: funny, creative, persuasive. +background knowledge: the ad is among  top ten commercial list, among the most popular video advertisement on Internet the Force is expected to be in 2012 car trend