Entry no.2_Group 4

by Critical Thinking 10e14 on Thursday, February 23, 2012 at 8:33pm ·

Item 1: “Blackberry” advetisement

1.Source

Blackberry

2.Target Audience

Businessperson, white-collar workers, office

Staff…

3.Medium (Media)

Printed Ad ( newspaper/magazine )

4.Context

In the USA

5.Objectives

Product launch, introduce new product: blackberry curve  ‘one digit - one device’ 

6.Messages

• General Selling Proposition
•  Product Attributes

Mobile, hand-free, multifunction

• Customer Benefits

Essentially the “blue collar BlackBerry”, the latest Curve smartphone boasts push-to-talk technology for onsite teamwork.

• Personal Values

Pleasure, convenient,

7.Message Execution

• Description

 A man stuck his biggest finger up. The background is construction. The left of the picture is Blackberry.

• Execution Style(s)/Rhetorical Device(s)

Style: image

Metaphor: as every BlackBerry addict knows, it’s all about the thumbs, so this added function further defined the “thumbs up” concept.

8.Evaluation

Great success: show off the exceptional function of the new product “push-to-talk’

Definition push-to-talk: a normal cellphone call is full-duplex, meaning both parties can hear each other at the same time. PTT is haft duplex, meaning conversation can only travel in one direction at any given moment, only a person can heard at a time. PTT systems allow group calling, meaning one person can speak to everyone in their assigned or current group at once, just by pressing a PTT key

Item 2: “ Vfresh” advertisement

http://www.youtube.com/watch?v=Mk5OHt3ksmQ

1.Source

Vfresh-Vietnam Public Milk Company.

2.Target Audience

Everyone with all ages.

3.Medium (Media)

Be shown on TV, introduced on the Internet.

4.Context

In Vietnam.

5.Objectives

Creating, researching and developing nutritious products of beverage with components which are completely from nature in order to bring the best fresh nutrients and excellent flavor from Mother Earth to everyday, help people balance their lives.

6.Messages

• General Selling Proposition

 Bring diverse products as fruit juce, soya bean and many other beverages being good for health and the most completely quality to consumers.

• Product Attributes

 Fresh flavor and nature components brings great feeling, help people enjoy their lives well each day.

• Customer Benefits

 Good health, refresh feel and a more balanced life.

• Personal Values

 unclear

7.Message Execution

• Description

Cock and duck are hugging and crying because of not marrying each other. A crocodile is going towards them, with a tendency to swallow them. But he stops and changes his mind when he witnesses “moving lovestory”. And he bursts into tears.

• ExecutionStyle(s)/Rhetorical Device(s)

Style: image.

Metaphor: Crocodile’s teardrops are described as components of Vfresh.

8.Evaluation

 Great success: show the essential function of Vfresh: good health and balanced life

Item 3: “Coca cola” advertisement

http://www.youtube.com/watch?feature=endscreen&NR=1&v=rKV0kR6Ih0s 

1.Source

Coca- cola

2.Target Audience

Every viewer

3.Medium (Media)

Broadcast

4.Context

In the library in USA

5.Objectives

To remind consumers of sharing Coca- cola each other.

6.Messages

• General Selling Proposition

 If you know how to share a Coca Cola. It connects people and brings a moment of happiness to otherwise ordinary situation.

• Product Attributes

unclear

• Customer Benefits

 unclear

• Personal Values

 Excitement, happiness

7.Message Execution

•  Description

Library brings to life the silent flirtation of two teens connecting over coca- cola while studying in the library. They pass the studying time by using their ink pins to their characters on their hands and arms. The boy draws a coke bottle on his arm and in respond the girl pens a glass with ice cubes on hers. The drink come to life as they reach the table and touch hands as the now animated coca cola pours out of the bottle drawing, down the  guy’s onto the girl’s hand and into the glass she has just drawn. They share a laugh

• ExecutionStyle(s)/Rhetorical Device(s)

Image

Humorous, creative

 Metaphor: the glass and the coke bottle are like the items which make people closer or connect among people.

8.Evaluation

 Personal opinion:  successful; impressive and funny. However, there is no food and drink in  library( a bit bad image???)