Entry2_Tran Thi Van Anh
Capturing advertising message
Item1: X-men Soap
| Components | Contents | ||
| 1 | Source | X-Men Soap Company | |
| 2 | Target Audience | Male customers | |
| 3 | Medium (Media) | Broadcast advertising (on TV) | |
| 4 | Context | In 2011, International airport in Ho Chi Minh city (Vietnam) | |
| 5 | Objects | Cognitive: Producing the new pattern and odor of X-men | |
| 6 | Messages | General Selling Proposition | Good at killing bad smell in the body |
| Product Attributes | Help men more attractive and manlier | ||
| Customer Benefits | The men will be charming with a new flavor and become a hero. He also owns elegant appearance and be earnest in his action. | ||
| Personal Values | Sexual attraction Mature love Wisdom Self-confident | ||
| 7 | Message Execution | Description | In a secret mission, the man is trying to rescue a girl at the airport by using the baggage carts made in the letter X to block bad guys |
| Execution Styles/ Rhetorical Devices | Mood and image Real product: There is the image of X-men shampoo bottle at the beginning. Musical: the soundtrack Spokesperson: at the end of the atvertisement | ||
| 8 | Evaluation | Though this is a very short advertisement, it is very dramatic, convincing and impressive with the X letter made by baggage carts at last minutes. | |
Item2: Mercedes-Benz E-class
| Components | Contents | ||
| 1 | Source | Mercedes-Benz E-class | |
| 2 | Target Audience | The car user who want to be safer. | |
| 3 | Medium (Media) | Interactive advertising (on Internet) | |
| 4 | Context | 2011 in Germany | |
| 5 | Objects | Cognitive: Introduce a new car bakes system. | |
| 6 | Messages | General Selling Proposition | With the brake assistant BAS in the new Mercedes-Benz E-Class, you can even trick the Death |
| Product Attributes | The car bake system of Mercedes-Benz E-class is absolutely safe | ||
| Customer Benefits | Using new car baking system, people can “escape by the skin of the teeth”. | ||
| Personal Values | Security Comfortable life Pleasure | ||
| 7 | Message Execution | Description | A man is driving in a dense forests .Suddenly, the Death appears, and he looks at the man for a while and says: “Sorry”. This means the man is going to die because of the unexpected obstructions on his way. However, the man narrowly escaped from death because his car uses the new bake system BAS. Then, he turns and says to the Death: “sorry”. |
| Execution Styles/ Rhetorical Devices | Mood and image Real product: the man is driving a car Humorous: the short conversation between the man and the Death Fantasy: the Death appears in the car. Musical: the soundtrack | ||
| 8 | Evaluation | For me, this advertising is very interesting, impressive and nervous. | |
Item3: Lollipop Sugar-free Candy
| Components | Contents | ||
| 1 | Source | Lollipop Sugar-free Candy | |
| 2 | Target Audience | The people who are sugar dieters | |
| 3 | Medium (Media) | Printed advertising (on newspaper or magazine) | |
| 4 | Context | 2009, Haihaco Company in Vietnam | |
| 5 | Objects | Cognitive: advertising the new cake | |
| 6 | Messages | General Selling Proposition | It will be better for your health if you eat the lollipop candy. |
| Product Attributes | Non-sugar Tasty with many flavor: strawberry, orange, licorice , mints Eye-catching | ||
| Customer Benefits | No tooth decay Non saccharose Anti-bacteria because this is non-sugar candy Can be used for dieters | ||
| Personal Values | Happiness Pleasure Healthy | ||
| 7 | Message Execution | Description | There is a flock of ants is seeking for food and a lollipop is lying on their path. However, these ants ignore the lollipop because it is lollipop sugar-free candy. |
| Execution Styles/ Rhetorical Devices | Metaphor: This candy is unsugared. Antithesis: A big candy>< a flock of ants | ||
| 8 | Evaluation | Very impressive and funny advertising | |
