Entry no.2_Group 3

by Critical Thinking 10e14 on Thursday, February 23, 2012 at 9:32pm ·

ITEM 1

1.Source : Zoo Safari (Brazil)

2.Target audience :All viewers, especially young people or people with young spirits who loves adventures and dare to take risks.

3.Medium : Printed ad.

4.Context : June 2009

5.Objectives : Helping promoting the popularity and gain public’s interest to the new style of zoo-safari, which is recently opened in Brazil.

6.Message :

+General selling proposition:The zoo is never as lively as with Zoo Safari. This offers you real experience to watch and “blend in” the wild animals and the nature, without cabs. No where can you enjoy such a freedom to walk among

 the wilds and be so close to the beasts.

+Product attributes:Provide chances for people to see wild animals face-to-face, nearly without protection.

+Customer benefits : 

Real and lively experiences.

Challenge their bravery.

+Personal values:Fun, excitement.

7. Message execution :

+Description : 

The seamless blend of human’s figures (surprising eyes) with animals’ reflections on the shinny car windows pictures the situation in which visitors sitting in a car that is so close to the wild “friends” without any protection – or obstruction -, which gives them an extraordinary amazement.

+Execution Styles/rhetorical devices

-Humorous: the surprising eyes of the visitors blend with parts of the animal, creating kind of humanimal, which make us burst out laughing. 

-Overstatement: it’ll never come a time whenwe are at such a close interaction to wild animals as in the posters, even in no-cabs zoo safari.

-Image: perfectly designed posters whichmakes them really stimulating and alive.

8.Evaluation : The creative idea and the perfect visual aids make the posters really stand out, not blend it, and so does the advertising campaign. It surely draws attentions and marks itself in the minds of many people.

ITEM 2

http://www.youtube.com/watch?v=1XJcGiTM39s

1.Source :Coca-Cola

2.Target audience :General viewers.

3.Medium  Broadcast ad.

4. Context : Unclear

5.Objectives : Improving the liking of Coca-Cola drink among people.Boosting up the popularity of brand “Coca-Cola”beverage.

6. Message :

+General selling preposition :Coca-Cola, with its forever attractive taste,is a way to help people integrate together in adeveloped society when people are lost in their ownworld/ virtual world and seem to forget the habbitof mutual interractions, despite their differentcharacters and personalities.

+Product attributes : good taste,high popularity in the community.

+Customer benefits :Enjoyment of good taste from Coca-Cola.

+Personal values :Fun, happiness, social relationships.

7. Message execution ;

+Description : There are not real people but their virtual animated characters presented as a young man walks through

the city and sees people on their laptops, PDAs,handheld video game devices, and cell phones. People are absorbed by and isolated by their electronic devices and online pastimes.The young man walk in a café shop and order a Coca-

Cola. He and a beast – which then turns out to be a young pretty girl - incidentally grabs the bottle, then they exchange a friendly smile, which does not appear since the begining of the ad.

+Execution Styles/rhetorical devices :

-Music: the poppy and catchy melodies

immediatelly draws our attentions before

the lyrics touches our hearts of a lonely guy

in a town finally find a partner

-Mood and Images: Images of the “live”

avatars make the colorful scene more vivid.

The opposite of the cold-minded avatars and

the warm smiles at the end create a happy

mood.

-Slice-of-life: a moment in normal life in

which we are connected by a simple act, a

simple thing.

8.Evaluation : A simple idea but deliver a powerful and deep

messages. It also give us a bit fun on the TV screen

with images and music. Good advertisement.

ITEM 3

Mercedes-Benz E-klasses: Beauty is nothing without brains.

http://www.youtube.com/watch?v=GHX2mvFVQMs&feature=related

1. Source :Mercedes-Benz

2.Target audience: General viewers, especially in Western countries,where the stereotype of blondies are dim-witted.

3.Medium :Broadcast ad.

4.Context :When the new version of Mercedes-Benz E-klasses

car was presented with new intelligent technologies

5. Objectives :It presents the new Mercedes-Benz E-klasses car which does not have good-looking appearance but also new intelligent technologies.

6.Message:

+General selling proposition :For the fact that beauty but dumb things/people are so disturbed, this advertisement promote the idea that they can have both looks and technology in one vehicle, the Mercedes-Benz E-klasses.

+Product attributes : Beautiful, intelligent engines and devices on car.

+Customer benefits :Safety and Pleasure to drive a car that has both look and technology.

+Personal values : Comfortable life, happiness, pleasure, wisdom,social-respect.

7.Message Execution :

+Description : In a library, an attractive blonde woman greets the librarian and insists on ordering French fries,a burger and a milkshake, despite of the librarian’s notice. The ad shows the contrast - the loud American dumb blonde and the polite, wise but bulky and man-like librarian and states out “Beauty is nothing without brains”.

+Execution Styles/ rhetorical devices:

- Metaphor: compare the distraction of a

dumb young attractive blonde lady with the

car that only has the look.

- Symbol: blonde as a symbol of beauty but

brainless.

- Overstatement: there might not have such a

stupid girl in reality.

- Climax: there are 2 times the stupidity

of the girl was highlighted. The 1st time is

when she rushes in and order the food in

the library and the 2nd time is after the

librarian’s notice, she tries to soften her

voice, but still order the food.

8.Evaluation :The commercial is simple and to the point whichis easier for the viewers to remember later onbecause they don’t have extra jargon from the commercial filling their heads. It remind us once again “Simple is the best”.Good advertisement.