Entry_2_Hoàng Thị Linh_(09066032)

ENTRY 2 – HOÀNG THỊ LINH (09066032)

ENTRY 2

Understanding advertising messages

ITEM 1: Vinamilk advertisement

SOURCE: http://www.youtube.com/watch?v=GIjFqR7skA0

Components			Contents
1.	Source		Vinamilk
2.	Target Audience		All of ages
3.	Medium (Media)		Broadcast on TV
4.	Context		2012, in Vietnam
5.	Objectives		To introduce a product
6.	Messages	General Selling Proposition	Using fresh milk products VNM to ensure the healthy for you and your relatives
		Product Attributes	Instant drinking, portable, small
		Customer Benefits	Can use anywhere
		Personal Values	Healthy, height, beautiful
7.	Messages Execution	Description	With the background of green floral meadow, full sunny, attached to it is the cows are happily dancing, singing, express the closeness to nature. Images are intended to convey to the viewer the milk products were taken from cows ensured standards of health, fed in the best natural conditions. Advertising uses two basic colors, that is white and blue, white symbolizes milk, green symbolizes nature (sky and grass). Therefore, we can see the significance of the two colors used in the ad. First, it is said that this is the product of VNM. Second, it is the 100% fresh milk products. That is the message which the advertiser wants to send to audience
		Execution Style(s)/ Rhetorical Device(s)	Symbol, Humorous, metonymy
8.	Evaluation		Personally: healthy

 ITEM 2: 

Source: https://www.youtube.com/watch?v=Lj4WYzdGpk4

Components			Contents
1.	Source		Perfetti Van Melle Viet Nam
2.	Target Audience		All of ages
3.	Medium (Media)		Broadcast on TV
4.	Context		1997, in Vietnam
5.	Objectives		To introduce a product
6.	Messages	General Selling Proposition	Feeling the love
		Product Attributes	Health-ensuring, smooth-tongued
		Customer Benefits	Sweet, delicious and safe for your health
		Personal Values	Pleasure , contains valuable spiritual identity
7.	Messages Execution	Description	Set in the traditional family has three generations: grandparents, parents and children. The most salient in here is a very lovely girl, bring Alpenliebe candy baskets for grandparents and parents. A surprising situations and humor, one cute puppy appears, grab it Alpenliebe candy baskets dedicated to bring its love. And the dog has successfully received the emotional response of love with one kiss.
		Execution Style(s)/ Rhetorical Device(s)	symbol, metaphor
	Evaluation		Personally: Impressive advertisement, reflect the cultural values

ITEM 3:

Pantene Chrysalis – Video

Source: http://www.youtube.com/watch?v=h1gJVzG4h4k

Components			Content
1	Source		Thai Pantene (P&G)
2	Target Audience		Women
3	Medium (Media)		Broadcast on TV
4	Context		Thailand, 2008
5	Objectives		Introducing new product: Pantene Chrysalis shampoo
6	Messages	General Selling Proposition	You can shine no matter who you are.
		Product Attribute	soft and radiantly glossed ingredients
		Customer Benefits	Smooth, shinny, healthy hair
		Personal Values	Self-confidence
7	Message Execution	Description	A deaf and mute girl learning to play the violin was laughed to scorn as “a duck tries to fly” by her competitor. She was scared of being different and lack of self-confident. However, an advice of her deaf teacher: “Why do you have to be like others? Truly each of us is unique” helps her gain patience, strength, self-confidence. In the classical music contest, in spite of broken violin, her teacher’s accident and indignation at her competitor’s action, she wins with an amazing performance, “Canon in D Major”. The hair and the waving wheat is a symbol of the very touching deaf and mute girl’s shining like a chrysalis opening to reveal a butterfly.
		Execution Style(s)/ Rhetorical Device(s)	Musical, Slice-of-life Metaphor (the butterfly comes out the chrysalis <-> a strong girl get shinny) Climax.
8	Evaluation		An emotional video with amazing music, touching story line totally connects with consumers