Entry2_DuongThiThuHuong

11 Oct

Components

Contents

1. Source Chupa Chups
2. Target Audience Primarily children
3. Medium (Media) Printed Ad (newspaper or magazine)
4. Context In 2004
5. Objectives To introduce an innovative new sugar free product
6.

Messages

General Selling  Proposition If you eat this kind of lollipop, you can enjoy the full taste of candy without bad effect on health
Product Attributes Sugar free, tasteful
Customer Benefits Health protection from sugar-related diseases
Personal Values Wisdom, self-fulfillment, enjoyment of new taste.
7.

Message Execution

Description The colony of ants tries to avoid the lollipop by crawling beside it. The slogan “It’s sugar free” is placed at the right corner of the picture. A small logo of the company is put near the slogan.
Execution Style(s)/ Rhetorical Device(s) Style: Mood/ Image

Rhetorical: Irony

8. Evaluation Personally: good impression

Table 1: Chupa Chups – It is sugar free

Components

Contents

1. Source Volkswagen
2. Target Audience People in the middle class
3. Medium (Media) Interactive ad (internet)
4. Context In summer 2011
5. Objectives To introduce a new product
6.

Messages

General Selling  Proposition If you use the car, you will feel convenient because of its remote control
Product Attributes Smart, modern.
Customer Benefits Convenient and comfortable
Personal Values Social respect, pleasure
7.

Message Execution

Description A little boy tries to use the force to control the dog, to Then he sits dejected in the kitchen, very frustrated. When seeing his father coming home, he just runs outside the front door. And once again, he forces the Volkswagen Passat and the car actually roars. He is amazed that he is done this and then he just jumps back. And reveal that the father has remote start and he is actually started the car from inside the house.
Execution Style(s)/ Rhetorical Device(s) Style: Humorous, Musical
8. Evaluation Personally and based on background knowledge: great success

Table 2: The Force – Volkswagen

Components

Contents

1. Source Apple
2. Target Audience Primarily youngster
3. Medium (Media) Printed ad (newspaper and magazine)
4. Context On July 11, 2008, Apple released the iPhone 3G in twenty-two countries
5. Objectives Introduce a new product
6.

Messages

General Selling  Proposition If you use this product, you can use surf the Internet beside other functions
Product Attributes Small, surf web quickly
Customer Benefits Saving (money and time), convenience
Personal Values Social attractiveness, stylishness, wisdom
7.

Message Execution

Description The iPhone 3G is in black. The capacitive touch-screen is designed with variable buttons. The logo of the company is put on the top and right under it there are a slogan “Twice as fast. Haft the price”
Execution Style(s)/ Rhetorical Device(s) Style: Mood/ Image
8. Evaluation Personally: good impression

Table 3: The iPhone 3G – Apple

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4 Responses to “Entry2_DuongThiThuHuong”

  1. vuthiphuongthanhe24 October 12, 2011 at 2:42 pm #

    Item 1: I think the Target audiences are not only the children, but every viewer.
    I cannot find the Irony in this ads
    Item 3: I think the Target audiences are all people who pay attention to the modern high-tech device
    I don’t agree with you about General Selling Proposition, as I think, you use this product means that you possess a much cheaper and more convenient mobile phone of the famous brand name “Apple”; I don’t think this ads focuses on the function of surfing the Internet of the product.
    Product attribute: I think it’s also “cheap”

  2. dothihonghanh October 12, 2011 at 5:00 pm #

    I agree with Thanh about the rhetorical device of the first item: it can be metaphor, not irony (as ants like sugar, if this product is sugar free, they stay away from it). i think the target audience is primarily children as Huong said because it is a kind of candy
    Item 2: the target audience should be businessmen (the man in the CF looks like a businessman), and besides the personal values Huong mentioned, i want to add some more like happiness, exciting life.
    Item 3: I also agree with Thanh about the general selling proposition and product attributes

  3. buihoangdinh October 13, 2011 at 2:53 pm #

    In the item 1, i think self-fulfillment is not a personal value because we cannot draw any implication like this at the poster . what’s more, i also suggest that excitement is also a customer benefit.
    You should also supplement the target audience in all items> it should be wider, namely, everyone, especially the youngsters (for item 1), and high-tech lover (for item 3)

  4. nguyenanhngoc09e24 October 13, 2011 at 4:08 pm #

    About Item 1, i think, the target audience not only the children but also youngsters and health-cared people. Because, in fact, the candy is not only eaten by children but also all of the rest. And in this item’s evaluation, i think it’s quite impressed about the sugar rate. However, to me, it’s not a successful one. Because it makes me feel that, even the ants don’t like it, whether it can be considered as a tasteful candy???
    About the Item 3, I suggest that iPhone is quite expensive for the youngsters. The target audience should be technology-lovers and people in middle class.

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