Entry2_Trần Minh Trang (09065237)

ENTRY 2

Understanding advertising messages

  Item 1:    Heineken advertisement

http://www.youtube.com/watch?v=Pc0FNrRpgTo&feature=related

Components			Contents
1.	Source		Heineken
2.	Target Audience		People are allowed to drink
3.	Medium (Media)		Broadcast on TV
4.	Context		In some western countries, the young who are below 18 are not permitted to drink beer, so bottles are set at the top of shelves (out of children’s reach).
5.	Objective		Attract drinker’s preferences and assert the top quality
6.	Message	General Selling Proposition	Heineken Beer is even much more attractive than a beautiful girl.
		Product Attributes	Out-standing, top quality, attractive
		Customer Benefits	Consume top quality products
		Personal Values	Interest, humor, wisdom
7.	Message Execution	Description	At the supermarket, while a girl was trying to reach to the top of shelves to get the bottles of Heineken beer, a young man came and seemed to be willing to help her. However, he took the bottles and walked away.
		Execution Style(s)/ Rhetorical Device(s)	Music: excitingImage: (endorsement: the famous actress Jennifer Aniston)
8.	Evaluation	Great success: bringing great profit to the company, Heineken become one of the most labels in the world.

3, Advertising National Air Cargo 

Components			Contents
1	Source		National Air Cargo
2	Target Audience		All viewers
3	Medium (Media)		Printed advertising (poster)
4	Context		In United States,in 2011, National Air Caro receive permission to expand their service to all over the world
5	Objects		Persuade passengers to use National Air Cargo service
6	Messages	General Selling Proposition	If you use National Air Cargo, you can travel easily to many countries
		Product Attributes	Provide service to many countries
		Customer Benefits	Travel easily to different countries
		Personal Values	Comfortable life, pleasure
7	Message Execution	Description	The image of a plane which is combined from many parts. Each part is a country. There are about 80 countries in this picture. There is logo and slogan "We deliver the world" in the bottom of poster
		Execution Styles/ Rhetorical Devices	Styles: · Images: a plane and countries · real products symbol: a plane fantasy: countries join to form a plane Devices: Simile (a part of the plane- a country)
8	Evaluation		Great success: Funny, creative

Item 3: Samsung Galaxy Tab 10.1 advertisement

http://www.youtube.com/watch?v=MWwuc9BMq5g

Components			Contents
1.	Source		Samsung
2.	Target Audience		Anyone, who want to processes a high-tech item.
3.	Medium ( Media)		Broadcast advertising (on TV)
4.	Context		2011
5.	Objective		Make people see the thinness of Samsung Galaxy Tab 10.1
6	Message	General Selling Proposition	If you use Samsung Galaxy tab 10.1, you can read the news or books, watch TV shows or movies,play game and so on.
		Product Attributes	Touch Ipad, make everything lively like in the real word
		Customer Benefits	Easy to take everywhere, show your status
		Personal Values	Pleasure, exciting life
7	Message execution	Description	A man is playing game on Samsung galaxy Tab 10.1 When his little boy comes back. The father uses a pencil to make the boy not take notice of Ipad.
		Executive Styles (s) Rhetorical Devices (s)	Musical, real product symbol, mood/Image                  Humorous
8	Evaluation		Interesting, simple but extremely impressive