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Components |
Contents |
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| 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 |
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| 8. | Evaluation | Personally: good impression | |
Table 1: Chupa Chups – It is sugar free
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Components |
Contents |
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| 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
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Components |
Contents |
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| 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
ct09e24 
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”
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
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)
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.