ENTRY 2 - Đào Thị Thu Hương (10032047)

ENTRY 2

Understanding advertising messages

ITEM 1: “DIOR J'ADORE Fragrance” advertisement

SOURCE: http://www.youtube.com/watch?v=mXrWiJcmvBI

Components			Contents
1.	Source		Dior
2.	Target Audience		Women
3.	Medium (Media)		Broadcast on TV
4.	Context		The upcoming advertising campaign for Christian Dior's fragrance best-seller J'Adore in 2011.
5.	Objectives		Celebrate and introduce the new version of the scent that was originally launched in 1999
6.	Message	General Selling Propositions	If you use J’Adore fragrance, you can become more luxurious, sexy, confident.
		Product Attributes	Bring you charming fragrance
		Customer benefits	Become luxurious, confident
		Personal values	Determination, social respect and admiration.
7.	Message Execution	Description	The beautiful blonde, running late and clad in dark glasses, slips incognito into a fashion show at Versailles' Hall of Mirrors. Backstage is a hive of a pre-catwalk show activity - make-up artists, stylists and technicians swarm around models as they prepare for their runway spins while privileged Dior fashion show invitees  wait excitedly. The late Hollywood greats are fleetingly - and very believably - filmed getting ready for the Dior show. Dietrich sizzles in stockings and top hat, Kelly appears as demure as ever in a grey ball gown and Monroe, sparkling in silver, coos over the curved J'Adore bottle. The show's glistering gold star, Monster actress Ms Theron, sweeps her way down the catwalk to rapturous applause.
		Execution style(s) Rhetorical device (s)	Mood/Image
8.	Evaluation		Attractive and convincing (beautiful ad, great music and stunning women)

ITEM 2: “HEIZ TOMATO KETCHUP” Advertisement

 

Component			Contents
1.	Source		Heinz
2.	Target Audience		Housewives
3.	Medium (Media)		Printed ad (posters at the supermarkets)
4.	Context		In the advertising campaign of Ketchup - Heinz
5.	Objectives		To emphasize the freshness and safety of this product, persuade housewives to buy it
6.		General Selling Proposition	Ketchup – Heinz is completely produced from fresh tomatoes that make sure the quality and safety of product.
		Product Attributes	Fresh, delicious and safe for your health
		Customer Benefits	Health-ensuring and meal-enjoying
		Personal Values	Pleasure, satisfaction
7.		Description	The ketchup – Heinz formed like a juicy fresh tomato to emphasize this kind of product made from reliable materials. The ad has very limited text. Only the text “No one grows Ketchup like Heinz” is placed at the bottom of the ad.
		Execution Style(s)/ Rhetorical Device(s)	Simple, effective Metaphor
8.	Evaluation		Personally: Impressive advertisement

ITEM 3

Component			Contents
1.	Source		Pullman Saigon Centre (Hotels and resorts)
2.	Target Audience		People want to find hotels and resorts in Ho Chi Minh city, Vietnam
3.	Medium (Media)		Interactive advertising on website (Internet)
4.	Context		Nowadays in Ho Chi Minh city, Vietnam
5.	Objectives		To introduce Hotel Pullman Saigon Centre and attract people (tourists, businessmen...) to visit
6.		General Selling Proposition	You are finding a ideal destination in Ho Chi Minh city, go to Pullman Saigon Centre. We will design your journey and make it perfect.
		Product Attributes	Provide you best services
		Customer Benefits	Enjoy luxurious and modern facilities and have relaxing time
		Personal Values	Relax, Comfort
7.		Description	Logo, brand name, a simple message “Design your journey” and an image of a bench near a pool, which symbolizes relax and comfort.
		Execution Style(s)/ Rhetorical Device(s)	Image Metaphor
8.	Evaluation		Simple, Effective