10 Oct

CF1: pepsi




1 Source Pepsi
2 Target Audiences Every viewers
3 Medium ( media) Television
4 Context Nov 29, 2007
5 Objective To make people like drinking Pepsi
6 Messages General selling proposition If you drink Pepsi, you will feel fascinating and can show people your real strength.
Product Attributes delicious, addicted
Customer Benefits Become stronger and more relax
Personal Value sociable, pleasure
7 Message execution Description A very funny Pepsi commercial film with Chinese Monks, a boy from the West. He spent a lot of time learning Kung fu in aTemplewith a strange symbol on all gates and flags. The other Monks were very hard on him. After years of practicing industriously, the last lesson for him is drinking Pepsi and makes a Pepsi’s sign in his forehead. It was the strange symbol he realized at last, and he was approved by his teachers and peers as well.
Execution styles

Rhetorical Devices

Image: the Image of Chinese Monks with strict kung fu exercise in a remote mountain

Humor: the funny ending

8 Evaluation Very interesting and attractive.













CF2: http://pzrservices.typepad.com/advertisingisgoodforyou/altered_ads/



1 Source Lancôme, Paris
2 Target Audiences Women
3 Medium ( media) Printed ad
4 Context

20 October 2008


5 Objective To introduce a new perfume branch for women
6 Messages General selling proposition If you use the Magnifique, you will become attractive to men.
Product Attributes Unique smell, luxurious
Customer Benefits Become charming and attractive
Personal Value Unique
7 Message execution Description A beautiful charming woman using Manifique is invited by a gentle man for a dance. The setting is inParis(the image of Eiffel towel) , kingdom of fashion.
Execution styles

Rhetorical Devices

Fantasy: the woman is very beautiful and attractive and treated like a princess by a gentle man.

Symbol: the modelè symbol of woman in general, Eiffel towelè symbol ofParis

8 Evaluation Very successful as the model is Anne Hathaway, a famous beautiful actress inHollywood. The ad attracts both men and women.


CF3: http://www.popcrunch.com/mark-ronson-peta-ad-photo/



1 Source PETA, an animal rights group
2 Target Audiences Every one who wears or like wearing cloth made of animals’ fur
3 Medium ( media) Printed ad
4 Context May 8th, 2009
5 Objective To warn people of wearing clothes made of animals’ fur
6 Messages General selling proposition X
Product Attributes X
Customer Benefits Protect the pet you love
Personal Value Humane, social respect
7 Message execution Description A famous artist who against wearing fur and his pet, a black beautiful dog.
Execution styles

Rhetorical Devices

Simile: wear fur~ wear your dog.
8 Evaluation The ad is very moving with facts and figure added in the bottom of the picture. It also attracts people because the Models are contemporarily very famous : Mark Ronson , best known across the pond for his work on Amy Winehouse’s award-winning 2007 album Back To Black – and his pet pup Maude.









5 Responses to “Entry2_Phungvuchaulong”

  1. dothihonghanh October 12, 2011 at 4:06 pm #

    In my opinion, the target audience is everybody, not every viewer (what about people who don’t see the cf), and one more personal values is the social acceptance in the first item. The personal value in the second item is happiness, I think. In addition, the execution style is mood/image (a famous actress) not fantasy. Finally, the third item is a kind of motivational posters, not an advertisement. that’s the reason why you can’t find the general selling proposition and the product attributes.

    • nguyenlelinh October 13, 2011 at 2:40 pm #

      if somebody don’t see the cf, how can they be called “AUDIENCE” ? :))

  2. nguyenlelinh October 13, 2011 at 2:51 pm #

    Is item 3 an advertisement ?????????
    I thought advertisement must be about a PRODUCT (?)

    Can we call an organization a product ? I think it should be some kind of “tranh tuyên truyền, cổ động”(lazy to find the english phrases.hehe)

    If we can call it product, the General selling proposition can be :”PETA advises you not to wear fur”
    and product attribution can be :”organization of animal rights”

  3. nguyenhuyenmy09e24 October 13, 2011 at 3:18 pm #

    I have the same idea with linh that the 3rd item is not an ad. It should be a propagation poster. an ad is talking about a product, not a campaign
    in general, your work is quite good because I like the 1st item a lot

    • phungvuchaulong October 13, 2011 at 3:44 pm #

      thank you very much for your comment. i agree on the point that the last sample goes out of the track. yet, i am agaist the first point Hanh and Linh mentioned that ” viewer” and ” audience”(though i didn’t use this name) was improper. because if you do not watch the CF, how can you know the product? and will the ad-maker aim at target audience who will never see their advertisement? anyway, i mean ” every viewer” here ” everyone of any age”. i will deal with the last sample, though.

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