Entry2_ DoThiHongHanh

10 Oct

ENTRY 2

Message analysis: Advertisement

 

Item 1: “Heineken beer” advertisement

 

Components

Content

1

Source Heineken

2

Target Audience Adults, especially men

3

Medium(Media) Broadcast on TV

4

Context In 2005, Netherland

5

Objectives Competitive: To persuade people to drink Heineken beer

6

Messages

General Selling Proposition Heineken beer is more attractive than a sexy woman
Product Attributes Attractive appearance, good taste
Customer Benefits Enjoyment, excitement
Personal Values Pleasure, self-respect

7

Message Execution

Description A man goes around without picking any products in the supermarket. He sees an attractive woman (Jennifer Aniston) reaching for Heineken bottles at a higher aisle. He approaches her seemingly to help her. But it turns out after getting the 2 Heineken bottles and he kept them to himself possessively, he walked away, leaving the woman astonished that her sex appeal lost to the appeal of the Heineken. After that, the words “biertje” meaning beer and then “Heineken” appear.
Execution Style(s)/ Rhetorical Device(s) –          Mood/ Image: the woman is a famous actress, Jennifer Aniston.

–          Humorous/ Irony: Even an attractive woman was ditched by a guy for some Heineken beer.

–          Musical: “Happy Together”

8

Evaluation   This advertisement is so funny that it gains audience’s attention; regretfully it was banned in the US for some unclear reasons.

 

Source: http://www.youtube.com/watch?v=Pc0FNrRpgTo

 

 

Item 2: “Apple’s iBook” Advertisement

 

 

Components

Content

1

Source Apple Corporation

2

Target Audience Primarily young people

3

Medium(Media) Broadcast on TV

4

Context 2011

5

objectives Introduce a new product (iBook)

6

Messages

General Selling Proposition If you use this product, you will be the centre of attention
Product Attributes Small, multifunctional, beautiful, fashionable
Customer Benefits Mobile and convenient use, enjoyment
Personal Values Pleasure, social acceptance, fun and exciting life

`

Message Execution

Description A youngster book a middle seat at the airport. On the plane, at night, he takes out an iBook and a digital camera, a headphone and CDs. When chatting with his girlfriend, he makes a noise that wakes the woman sitting next to him up. She looks unsatisfied, but she smiles then with his girlfriend’s dog. The old man on his left wakes up, stares at the CDs and let everyone hear the music by pulling his headphones out of his iBook… The woman shakes her head while everyone pays attention to the noise. After that, these words “The new iBook”, Apple’s logo and slogan appear.
Execution Style(s)/ Rhetorical Device(s) Musical: “Who let the dogs out”

Humorous: he does not want to wake anybody up at first, but they are awoken at last.

 

8

Evaluation   Personally, it is creative, impressive and funny => successful

 

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

 

Item 3: “Trung Nguyen’s coffee” Advertisement

 

 

Components

Content

1

Source Trung Nguyen corporation

2

Target Audience Adults, especial people who work under pressure

3

Medium(Media) Printed advertising

4

Context Unclear

5

objectives Create the need of relaxing with coffee after working hard

6

Messages

General Selling Proposition If you use this product, you will be totally relaxed
Product Attributes Good taste, non-drowsy ingredient
Customer Benefits Relaxation, enjoyment
Personal Values Pleasure, excitement, freedom.

7

Message Execution

Description In the white background of the poster, a pair of glasses symbolizing a hard work lies below many brown coffee beans. Next, there are flowery words meaning completely relaxed with the coffee of Trung Nguyen. A cup of coffee is printed with intaglio techniques at the end of the poster. On the right edge they put the logo of Trung Nguyen.
Execution Style(s)

 

 

Rhetorical Device(s)

–          Real product symbols: coffee beans

–          Image: glasses, a cup of coffee

–          Symbol: glasses => hard work/ hard-working people

–          Metaphor:  The white and brown color refers to the kinds of coffee. The image of a pair of glasses lying there means the people are relaxing.

 

8

Evaluation   Elegant and impressive. The refined color background is redolent of relaxing feelings. A visual metaphor gains people’s interest.

 

Source: http://truongton.net/forum/showthread.php?p=14462036

 

 

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3 Responses to “Entry2_ DoThiHongHanh”

  1. nguyenanhngoc09e24 October 12, 2011 at 5:32 pm #

    About the Item 3, I think it’s not an official advertisting of Trung Nguyen. It’s an graphics excercise of some students and it does not exist else where like website or magazine but truongton.forum
    and you can see some comments of the students that: “Đây là bài tập môn dàn trang poster” or “theo mình thì chữ “Thư giản tuyệt đối” nên đổi font thành nét mỏng nhưng đừng ngoằn ngèo quá…nhìn nó không có cảm giác đc thư giản ” … That means this poster is created by a student as his exercise.
    May be it needs to check the source, dear 🙂

  2. nguyenhuyenmy09e24 October 13, 2011 at 4:45 pm #

    I think you should read carefully about the origin and information about these ads because only the first one is ok.
    Item 2: I know the taste of everyone is different, which make the ad is interesting or not. However, the feedback from public about this ad is not satisfactory. They criticize a lot.
    I think you are wrong when you said that the evaluation is successful. Because the number of products depend on ad, people buy ibook due to they are addicted to apple and already know the ibook through other posters and meetings, not because of this ad. They buy product but still criticize this ad a lot. Personally, this is not a good and successful ad.
    Item 3: the problem is big because you choose wrong ad. This is not an ad from Trung Nguyen company. This is an excercise of a design student. Therefore, all you assess is not suitable. You should choose another poster. Good luck next time^^

    • dothihonghanh October 20, 2011 at 3:18 pm #

      to Nguyen anh ngoc: thank you for your comment, i will pay more attention to the source next time.
      to Nguyen Huyen Mi: people may criticise iBook’s ad, but this is my personal opinion, so i still think it’s successful because of its creativeness and fun. anyway, thanks for your comment.

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