ENTRY 2: Group 1
Item 1: “Heineken Advertisement”
| Components | Contents | ||
| 1 | Source | Heineken Company | |
| 2 | Target Audience | Men | |
| 3 | Medium(Media) | Broadcast on TV | |
| 4 | Context | Unclear | |
| 5 | Objectives | Competitive Advertising | |
| 6 | Messages | General selling proposition | Heineken drives your pleasure to the top |
| Product attributes | Ingredients, | ||
| Customer Benefits | Good taste, | ||
| Personal Values | Social acceptance, Exciting life, equality | ||
| 7 | Message Execution | Description | The Heineken beer was presented in this funny spot as the fashion focus for men. Men go crazy for walk-in fridges filled with beer and women go crazy for walk in wardrobes |
| Execution style(s) Rhetorical Device(s) | Humorous, slice-of-life Overstatement | ||
| 8 | Evaluation | Unique, Funny, Good expression | |
Item 2: “Symantec Company” Advertisement
| Components | Contents | ||
| 1 | Source | Symantec Company | |
| 2 | Target Audience | Internet Users | |
| 3 | Medium(Media) | Printed Advertising | |
| 4 | Context | Unclear | |
| 5 | Objectives | Reminder Advertising | |
| 6 | Messages | General selling proposition | Some windows should be closed when surfing websites on the Internet |
| Product attributes | Easy to buy, easy to use | ||
| Customer Benefits | Reliable, prevent from unexpected websites | ||
| Personal Values | Avoid irritation, more comfortable, Security | ||
| 7 | Message Execution | Description | A girl in her room is surfing the internet. Outside the window, there are unexpected images. They can’t get into your window. |
| Execution style(s) Rhetorical Device(s) | Fantasy, Fun Metaphor | ||
| 8 | Evaluation | Impressive, Vivid, Make a bad impression on the children | |
Item 3: “One advertising video of Vinamilk”
| Components | Contents | ||
| 1 | Source | Vinamilk Company | |
| 2 | Target Audience | Human | |
| 3 | Medium(Media) | Broadcast on TV | |
| 4 | Context | unclear | |
| 5 | Objectives | Pioneering Advertising | |
| 6 | Messages | General selling proposition | If you want to have a healthy life, you should choose some kinds of pure goods |
| Product attributes | 100% fresh and pure milk, vitamins and minerals, low fat | ||
| Customer Benefits | Healthy, Good taste | ||
| Personal Values | excitement, Pleasure, Fitness, Wisdom | ||
| 7 | Message Execution | Description | Hundreds of cows are dancing together and music can inspire them, which makes them produce more fresh milk. And then, consumers have one hundred percent pure milk. |
| Execution style(s) Rhetorical Device(s) | Musical Repetition, Symbol | ||
| 8 | Evaluation | Humorous, funniest clip of animals Attractive, Creative | |
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