Entry 2- Tran Thi Anh Tuyet
Item 1- Nolan’s Cheddar Cheese advertisement
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Components |
Contents |
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1. |
Source |
UK film director John Nolan |
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2. |
Target Audience |
Those who love cheese and want to stay healthy |
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3. |
Medium |
TV advertisement |
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4. |
Context |
September ,2009, London. |
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5. |
Objectives
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Introduce a new product and catch people’s attention to remember that this commercial is from Noland’s Cheddar |
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6. |
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General Selling Proposition |
If you eat Nolan’s Cheddar cheese, you will be very strong and healthy
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Product Attributes |
It is the most popular cheese in the United Kingdom Main sources are calcium.
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Customer Benefits |
Healthy bone
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Personal Values |
Comfortable life Wisdom |
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7. |
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Description
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A mouse is seeking food to eat. Luckily, it has already found a piece of cheese on a trap. The adventure of a mouse leads to the fact that it falls into a trap. The mouse appears to be dead, but it eats the Nolan’s Cheddar cheese before, so it become more and strong to battles back mightily. At the end of story, the mouse is completely released. Three different music tracks score this narrative: The Carpenter’s “Top of the World”, the Doors’ “The End” and Survivor’s “Eye of the Tiger.” |
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Execution Style(s)/ Rhetorical Device(s)
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8. |
Evaluation |
Successful: This commercial was the winner of the best TV advertisement Award in 2010 Funny and enjoyable to watch. |
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Source: http://www.youtube.com/watch?v=CiFWZ8MC2cE
http://brandingworthspreading.blogspot.com/2010/02/nolans-cheese.html
http://en.wikipedia.org/wiki/Cheddar_cheese
Item 2- Godfather Pepsi advertisement
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Components |
Contents |
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1. |
Source |
PepsiCo |
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2. |
Target Audience |
Public, particularly, those who currently drink coke |
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3. |
Medium |
TV advertisement, video clip on internet |
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4. |
Context |
Two major companies paid tribute to The Godfather by using the famous film to generate sales of their own. Pepsi’s came first when, At the 1999 Academy Awards, Pepsi unveiled a commercial in which a little girl channeled the voice of the Godfather himself, Marlon Brando.
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5. |
Objectives
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Gain market share, change brand image and draw the current cola consumers cola consumers to move from Coke to Pepsi |
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6. |
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General Selling Proposition |
Pepsi is the real joy of cola, so if you drink Pepsi, you
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Product Attributes |
carbonated water, high fructose corn syrup, caramel color, sugar, Phosphoric acid, caffeine, citric acid and natural flavors |
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Customer Benefits |
Good taste
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Personal Values |
Pleasure, social acceptance, exciting life |
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7. |
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Description
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A little girl and her grandfather walk into a restaurant, but the girl’s drink is not Pepsi which she ordered. Therefore, in a Godfather voice, she expresses how she feels. It seems that the waiter understand a little girl’s feeling. At the end, there has nothing to do with the little girl, the waiter give her a Pepsi bottle
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Execution Style(s)/ Rhetorical Device(s)
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Mood , humorous, musical
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8. |
Evaluation |
Personally, good impression because of using the product setting( music and video from “the godfather movie”) |
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Source: http://www.youtube.com/watch?v=0LnJskwydvM
Item 3- Wonderstruck enchanted perfume advertisement
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Components |
Contents |
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1. |
Source |
Olivier Gillotin of Givaudan |
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2. |
Target Audience |
Upper women in society |
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3. |
Medium |
Printed ad( newspaper and magazine ad) |
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4. |
Context |
It was released in the US in October 2011 It took its name from Swift’s song “Enchanted” |
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5. |
Objectives
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Introduce new product |
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6. |
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General Selling Proposition |
In the celebrity world, you have truly shown up when you have released your own fragrance. Do you want to have the same fragrance as them? If you use wonderstruck perfume, you will be charming and give others unforgettable impression. |
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Product Attributes |
Apple blossom, raspberry with vanilla, sun drenched honeysuckle and white hibiscus |
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Customer Benefits |
Help shape someone’s first impression and memory of you |
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Personal Values |
Wisdom, pleasure, happiness and attract |
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7. |
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Description
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Wonderstruck is the first fragrance from the young American pop – country singerTaylor Swift, launched in cooperation with the cosmetic company Elizabeth Arden. The advertising depict is described as a charming gourmand – floral with sparkling fruity tones on a wooden background. |
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Execution Style(s)/ Rhetorical Device(s)
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Image
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8. |
Evaluation |
Personally: very good impression
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Source:http://tasteofcountry.com/taylor-swift-wonderstruck-perfume/
trananhtuyet 