Entry no.2_Group 5

Item 1: LEGO advertisement

http://www.dna.com.vn/userfiles/010611%20minimalist%20print%20ad%2016a.jpg

Components			Contents
1.	Source		LEGO
2.	Target Audience		Parents
3.	Medium (Media)		Posters at public places, internet ads
4.	Context		Unknown
5.	Objectives		To persuade people to buy LEGO
6.	Messages	General Selling Proposition	Playing with LEGO, children can develop their thinking and learning skill. Parents can  support children by nurturing their own imaginary world and from that, they can explore the concepts of reality
		Product Attributes	colorful LEGO pieces, instruction book
		Customer Benefits	develop thinking when playing LEGO
		Personal Values	Wise, pleasure, happiness
7.		Description	2 LEGO pieces stick to each other in a simple way but their shadow shows as a plane. That means LEGO can improve the children’s imagination.
		Execution Style(s)/ Rhetorical Device(s)	Metaphor
8.	Evaluation		The creative idea with minimalism makes the poster special, and so does the advertising campaign. This ad surely makes people pay attention to it and think about the way it shows LEGO’s creativity.

Item 2: iPod advertisement

https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjWNUolgV2tguxoeurenKX4PuYclHMekiH2xs0nw3q__NUOGXc8Jf6ee2vzwB_abvWNd6lEfeUSk4DfcgZrTdI_2Sj8AhoZcQILsan1ckJ6hjGDFLcbuLHtzdlxw7hfvyttTtU3gK2DOVU/s1600/ipod.jpg

Components				Contents
1.		Source		Apple empire (iPod)
2.		Target Audience		People who like listening to music
3.		Medium (Media)		Printed (newspaper, magazines...) advertisement
4.		Context		USA
5.		Objectives		To introduce a new product  (cognitive and affective dimensions)
6.		Messages	General Selling Proposition	Using iPod makes you more active, younger and happier. You can listen to music everywhere at anytime.
			Product Attributes	Small, hand free portable
			Customer Benefits	Mobile listening
			Personal Values	Pleasure in listening to music, social acceptance, respect and happy
7.		Message Execution	Description	-          The woman using iPod was very happy to introduce this device to four instrumentalists. -          In the left corner there was a large image of iPod -          At the bottom of this poster appeared a big red word “extraordinary” and a slogan “iPod-your smart election”
			Execution Styles(s)/ Rhetorical Device(s)	-          Lifestyle -          Simile
8.	Evaluation				-          Good impression

Item 3: “The 21^st century Beetle” advertisement

http://www.youtube.com/watch?v=-NGN4J6F_vI

 

Components			Contents
1.	Source		Volkswagen (a German automobile manufacturer)
2.	Target audience		People who are fond of iconic sporty cars
3.	Medium (Media)		Interactive advertising (on Internet)
4.	Context		2011 in Germany
5.	Objectives		To introduce the new type of car with its special feature and its presented date
6.	Message	General selling proposition	Driving this Beetle, you can feel  excited with its agility & neatness in comparison with any other Beetle before
		Product attributes	Fuel efficiency, Intelligent Crash Response System, new sporty style, powerful brand name
		Customer benefits	Fuel economy, high speed, safe
		Personal values	Pleasure, comfortable life, self-respect
7.	Message execution	Description	A Beetle scurries around the forest, runs through another moving bugs’ line on rough road. Galloping through  a caterpillar, mantis, ants, it finally jumps  into a field and lands in front of the viewers on a rock. Then Beetle transforms into the outline of the new Volkswagen Beetle and then the tag line “The 21st Century Beetle coming this fall” appears.
		Execution style(s) Rhetorical device(s)	-          Fantasy -          Musical -          Metaphor: ·         The beetle-new design of VW ·         Other insects-other vehicles
8.	Evaluation		This ad make everyone curious and expect to see an amazing reforming of a well-known car-the Beetle V