Entry 2_ NguyenThiHuyen

10 Oct

1. Item 1: ” Extraordinary Pantene” advertisement



1. Source Pantene company
2. Target audience Women, especially young ladies
3. Medium (media) Television
4. Context 2008, in Thailand
5. Objectives To gain viewers’preference to Pantene’s product.
6. Messages General selling Proposition If you use pantene, you can have the soft and smooth hair which can help you shine.
Product Attributes Provide nutrients nurturing the hair
Customer Benefits Having the most attractive hair
Personal Values Shining, social recognition
7. Message execution Description The story of a deaf and mute girl who tries her utmost to learn to play the violin against all odds. Finally, her talent is recognized by every body.
ExecutionStyle (s)/ Rhetorical Device(s) – Musical: using the effect of the famous symphony ” Canon in D”- Mood/ image: the girl in the advertisement is the image of people who overcome the unlucky fate.
8. Evaluation – Great success: Bringing great profit to the company- Personally: Emotional

2. Item 2: “Coca-cola” advertisement

Components Contents
1. Source Coca Cola company
2. Target Audience Everyone
3. Medium (Media) Printed advertisement
4. Context 1938
5. Objectives – To make viewers develop a liking or preference for Coca Cola- Coca Cola is a type of drink for not only the summer but also the winter
6. Message General Selling Proposition Coca Cola can bring you the excitement
Product Attributes Delicious and refreshing, available for everyone in every kind of weather
Customer Benefits Enjoyment of the good taste
Personal Values Pleasure, happiness
7. Message Execution Description The santa claus and a child look very excited, enjoying Coca ColaAt the bottom of the picture is the slogan: “Thanks for the pause that refreshes”
Execution / Style(s) /Rhetorical Device(s) Mood/ image
8. Evaluation Personally: good advertisement

3. Item 3:  ” Vinamilk” advertisement

Components Contents
1. Source Vinamilk Company
2. Target Audience Every viewers, especially children and mothers
3. Medium (Media) Broadcast on TV
4. Context Unclear
5. Objectives Attract viewer’s attention and preference for Vinamilk product
6. Message General Selling Proposition If your children drink Vinamilk, they have chance to enjoy high quality product.
Product Attributes 100% true milk
Customer Benefits Pleasure, good taste
Personal Values wisdom
7. Message Execution Description A group of cows are dancing, singing to introduce their product.
Execution / Style(s) /Rhetorical Device(s) – Humurous- Musical
8. Evaluation A funny and impressive commercial filmBringing success to Vinamillk company

3 Responses to “Entry 2_ NguyenThiHuyen”

  1. nguyenanhngoc09e24 October 12, 2011 at 5:11 pm #

    Generally, your Entry is quite interesting and informative.
    However, as regarding to the third items, i have some opinion:
    + Firstly, about the target audience: i think it should be children, parents and who cares about the quality of this milk.
    + Secondly, about the context and objective. In 2006, Vinamilk had a milk scandal of making products powdered milk, but they stated on their label that it was made from pure fresh milk. The scandal made the sell of their products decreased. To restore consumer confidence, the firm simly acknowledge its mistake in late 2006. And in April 2007, they released a new 100% fresh milk product at the same time made this advertising.
    Therefore, in my opinion, the context should be in 2006, Vietnam, after Vinamilk had a milk scandal.
    And the objective should be: Introduce new product and restore reputation of the firm.
    Hope my opinion can help.
    (you can read more on http://books.google.com.vn/books?id=sgYbPA8zRDQC&pg=PA76&lpg=PA76&dq=the+problem+of+vinamilk+not+true+milk&source=bl&ots=9JWiEpsPZO&sig=FSFqDP3yn4ieMJXDrzSh3JQuzzU&hl=vi&ei=LsSVTrafN4GkiAeE4tGHBg&sa=X&oi=book_result&ct=result&resnum=1&sqi=2&ved=0C)

  2. nguyenthihuyen October 13, 2011 at 2:44 pm #

    Thanks for your contribution! It is very useful for me! :xx

  3. duongthithuhuong October 13, 2011 at 4:33 pm #

    In my opinion, you analysis is good. There are only some minor mistakes
    1. The item 1
    – Personal values: confidence, beauty and social attractiveness.
    2. The item 3
    – Product attributes: high quality

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