Item 1: Heineken commercial: Men with talent.s
| Components | Contents | ||
| 1 | Source | Heineken | |
| 2 | Target Audience | Men | |
| 3 | Medium (Media) | Web, TV | |
| 4 | Context | From Heineken’s epic 2009 “Walk in Fridge” | |
| 5 | Objectives | To make viewer develop a liking or preference for Heineken | |
| 6 | Messages | General Selling Proposition | Satisfy men’s thirst Drinking responsibility |
| Product Attributes | Excellent taste | ||
| Customer benefits | Enjoyment | ||
| Personal Values | Pleasure, happiness, beer makes a man | ||
| 7 | Message Execution | Description | Ladies are watching girl’s TV show, but before that show, there is another show named “Men with talent”. It quickly attracts the men’s attention behind. This show is all about men’s talents with Heineken. And it makes they are all excited. Slogan: Serving the planet. |
| Execution Styles Rhetorical Devices | Image Humor Musical | ||
| 8 | Evaluation | Personally: The ad follows the 2008 commercial “Walk in Fridge’’, it left a good impression | |
Item 2:
Source: Volkswagen (a German automobile manufacturer)
Target audience: Everyone especially dog lovers
Media: television, internet
Context: 2012 in the return of Beetle car model in 1974
Objectives: introduce a new model of Beetle which is better than the old Beetle model in 1974
General selling proposition: Beetle is not only a new model with a sporty design and superiority in quality which is an inspiration for everyone but also makes you look very fashionable.
Product attributes: stylish design, speed, athletic, sporty and fun to drive than the previous model
Customer benefit: satisfaction, style
Personal Values: happiness, style
Description: a dog named Bolt. He is overweight, so Volkswagen Beetle can inspire the dog to get in shape. He follows a strict diet, swimming, lifting weights, and even using an exercise ball. At the end of the video, he has a surprise appearance. The chubby dog gets in shape in order to chase the new VW Beetle.
Execution styles and rhetorical devices: Music, Overstatement, mood, real product, metaphor
Evaluation: personally, the ad is very interesting, impressive and convincing.
Item 3: PRINT ADVERTISEMENT:
Source: Australia Post
Target audience: everyone
Medium (media): magazines (firstly in a defense force magazine)
Context: Melbourne, Australia, Released: May 2007
Objectives: persuade people to write letters to their beloved one to express emotion
General selling proposition: Australia post, the best service to help you express real feelings sincerely, connecting everyone across borders.
Product attributes: strike emotion provoking strings
Customer benefits: keep in touch with your loved ones and express real emotion
Personal values: happiness, pleasure, love
Description: An old woman with a white hair is embracing tightly the unreal daughter which is shaped by the letter filled with dear words. The woman is so happy with a bright smile on her face as if she was really hugging her daughter at this moment.
Execution styles and Rhetorical devices: mood, image, overstatement
Evaluation: personally: convincing and the ad can engage the willing to write letters to my beloved one
Your group finds these unique advertising. Each advertisement makes a strong impression on the audiences
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