Entry 2 _ Hoàng Thúy Vi _ (08031366)

Entry 2 _ Hoàng Thúy Vi _ (08031366)

Entry 2
Understanding advertising messages

ITEM 1: "Heineken DraughtKeg : CDs" advertisement

Components			Contents
1.	Source		HEINEKEN Company (Heineken N.V.)
2.	Target Audience		adults (primarily young adults)
3.	Medium (Media)		Printed ad (newspaper or magazine ad - poster)
4.	Context		In the early of the 21th century – an international advertisement of Heineken
5.	Objectives		To introduce, persuade to buy and remind product (Heineken Beer, namely Heineken DraughtKeg)
6.	Messages	General Selling proposition	If you have Heiniken DraughtKeg, you may enjoy fresh, draught beer whenever and wherever you choose and to be amused with it
		Product Attributes	an easy-to-carry, instant draught beer system and easy to use
		Customer Benefits	Mobile drinking, enjoyable drinking and entertainment
		Personal Values	pleasure, relaxation, happiness
7.	Message Execution	Description	In the central part, there are a pile of CDs picture next to a glass of  Heineken draught beer. This pile of CDs create image of the Heineken DraughtKeg. The ad has very little text. "made to entertain" is white on a green background. It is place in the bottom left corner of the ad.
		Execution Styles(s)/ Rhetorical Device(s)	Mood/ Image Lifestyle
8.	Evaluation		Creative, impressive : effective in both reminding and expressing good points of  product

ITEM 2 : "Nutri Balance Pet food" advertisement 

Components			Contents
1.	Source		Nutri Pro, Chile
2.	Target Audience		Pet owners (especially dog owners)
3.	Medium (Media)		Printed ad (newspaper or magazine ad - poster)
4.	Context		The poster, titled “Husband”, is in the series of the printed advertising campaign  “Bad food, bad dog” published in April 2009
5.	Objectives		to create the need to choose a good food for pets (dogs) and introduce and persuade people to buy Nutri Balance pet food
6.	Messages	General Selling proposition	If you feed your dogs bad food, they may turn their backs on you. Therefore, don’t forget to feed them good food of Nutri Balance to avoid getting into troubles and headache situations by them
		Product Attributes	All the vitamins, all the flavor
		Customer Benefits	Have a healthy, wise dog (good dog)
		Personal Values	Pleasure, Happiness
7.	Message Execution	Description	The wife hides her lover after the curtain from her husband but her “bad dog” makes her love affair be revealed.
		Execution Styles(s)/ Rhetorical Device(s)	Slice of life,  Humorous,  Image/ Mood
8.	Evaluation		Creative, funny, impressive, effective in both reminding that it is importance to choose a good food for pets and expressing good points of  promoted product

ITEM 3 : "Dove Men + Care shampoo" advertisement

Components			Contents
1.	Source		Unilever global company
2.	Target Audience		Men
3.	Medium (Media)		Broadcast Advertising (on Television)
4.	Context		the beauty brand's latest ad of Dove (2013) - a Brazilian commercial for Dove Men + Care shampoo
5.	Objectives		to give the question of what if men had women's hair à to create the need to keep a man's masculinity and introduce and persuade people to buy Dove Men + Care shampoo
6.	Messages	General Selling proposition	Men shouldn’t use women’s shampoo and if you use Dove Men + Care shampoo, you may be manly and you won’t be socially rejected or draw attention from other man
		Product Attributes	Made for men, commonly sold in many places such as supermarkets, rapidly effect
		Customer Benefits	not create the femininity as shampoo for women, remove the femininity, maintain the masculinity
		Personal Values	Social acceptance and attractiveness
7.	Message Execution	Description	Diego has have long, silky lustrous hair that draws attention from a male co-worker. His locks spends a lot of time waving seductively in the breeze, it turns out, even if he is just sitting in the office. When he shakes his head, his hair sweeping gracefully in the air. That’s what happens when he used a women’s shampoo (the typically-known women’s shampoo commercial effects). Upon realizing his hair has become long, shiny, and altogether too beautiful, the man immediately sprints home to fix the problem - washes away his lovely locks with Dove Men + Care shampoo, as the tagline states: “Women's shampoo is not made for you.”
		Execution Styles(s)/ Rhetorical Device(s)	Slice of life, Humorous/ Overstatement, Musical, Mood/ Image
8.	Evaluation		- Be creative, hilarious, efffective in transfering the message of the promoted product. - Clearly express and emphasize good points of the product