Entry 2_ Nguyễn Thị Quỳnh Hoa (09041116_09/04/1991)

ENTRY 2

Understanding advertising messages

Item 1: "Castrol power 1" advertisement

http://www.youtube.com/watch?v=s0fonNzd5QM

Components			Contents
1.	Source		Castrol power 1
2.	Target Audience		People (especially who have motobike)
3.	Medium (Media)		Broadcast on TV
4.	Context		Castrol Company (1999)
5.	Objectives		Introduce a new product and persuade people to use “Castrol power 1” lubricant.
6.	Messages	General Selling Proposition	If you use Castrol power 1, it will help to clean, anti-rust, promote and protect the engine power. You will feel secure when driving.
		Product Attributes	Lubricious, viscous, anti-oxidative, low friction.
		Customer Benefits	Easy and effective to start engine.
		Personal Values	Pleasure, useful, professional.
7.	Messages Execution	Description	A man drives a motorbike used Castrol Power 1 lubricant. He races with a leopard.
		Execution Style(s)/ Rhetorical Device(s)	Mood/Image Overstatement
8.	Evaluation		Successful advertisement: Bring great profits to the company and high effects to the users. Personally impression

Item 2: "Triump" advertisement
http://www.google.com.vn/imgres?sa=X&biw=1280&bih=675&tbm=isch&tbnid=QGyOQP1dagJYcM:&imgrefurl=http://chipdepxinh.com/san-pham/ao-lot-nang-nguc-triumph-minimizer.html&docid=gJ--NZSNZCvPDM&imgurl=http://chipdepxinh.com/product_images/z/304/bo-lot-triumph-2__99151_zoom.jpg&w=1280&h=1024&ei=0GBZUoTRCqKXigfYvoGwCg&zoom=1

Components			Contents
1.	Source		Triump
2.	Target Audience		All women
3.	Medium (Media)		Printed ad
4.	Context		USA
5.	Objectives		Introduce a new product and persuade women use Triump’s products.
6.	Messages	General Selling Proposition	If you wear Triump, it will help to shape beautiful breast, improve breast enhancement, protect and make your shape become perfect. You will become more charming and sexy.
		Product Attributes	Unique, durable, elastic, soft, airy, friendly to environment.
		Customer Benefits	Get in shape, make breast more beautiful
		Personal Values	Pleasure, socially attractive
7.	Messages Execution	Description	A sexy and beautiful girl is in a red bra.
		Execution Style(s)/ Rhetorical Device(s)	Life style, image. Use the image of the sexy girl to give the message.
8.	Evaluation		Successful advertisement: Bring great profits to the company, creat elegant and lovely beauty for ladies. Personally impression

Item 3: "PS" advertisement
http://www.youtube.com/watch?v=31-K9thbV40

Components			Contents
1.	Source		PS
2.	Target Audience		Children and adults
3.	Medium (Media)		Broadcast on TV
4.	Context		Viet Nam Unilever corporation (1975)
5.	Objectives		Introduce a new product and persuade people to use PS toothpaste.
6.	Messages	General Selling Proposition	If you use PS toothpaste, it will help to clean, whiten and prevent from teeth decay, bacteria. You'll have perfect white teeth, fresh breath and become more confident.
		Product Attributes	Fresh taste, bactericidal.
		Customer Benefits	Removal of halitosis and teeth decay.
		Personal Values	Pleasure, socially attractive.
7.	Messages Execution	Description	Mother teaches the small daughter how to brush her teeth with PS toothpaste everyday.
		Execution Style(s)/ Rhetorical Device(s)	Mood/Image Humorous Surprising
8.	Evaluation		Successful advertisement: Bring great profits to the company and high effects to the users. Hilarious, convincing and interesting