Tiểu luận creative advertisement assignment

Introduction At first, we thank to all English teachers in Faculty of Tourism – Hanoi Open University for giving us a chance to an useful and interesting assignment like this Previously, we nearly did not care about advertising, especially how to make an advertisement Almost time we have spent for studying, entertaining,…like most of other students After doing “ Creative Advertisement Assignment”, we realized many interesting things that we have never known before Nowadays, advertising industry plays an essential and important role in business Avertising does not mean selling of products and services but it helps increasing sales Businesses use advertising to accomplish their goals, and companies place those advertisements in diverse media Consumer are the viewers and advertisements persuade them choose and buy the product of the better brands Therefore, how can we persuade consumer/customer without advertising? Working in business, we need the basic learning of advertising to apply it into our real work This assignment aims to help us for basic learning purpose It encourages students to create an advertisement using the knowledge studied in the current course Students work in pair and have chance to " perform " their own innovation and creativeness by presenting in front of the whole class In addition, we also have opportunity to improve our group work spirit, finding out necessary information, working with computer and trying use new computing programs These things are really useful for our future jobs Besides, students also have to write a report with given contents A complete report includes contents : Introduction ( rationale; aims of the assignment; methodology; scope and structure of assignment ); The advertising industry ( general information; techniques and strategies; advertising in Vietnam ); The product ( company; the product range; the choosen product); The advertisement ( the [1] actual ad; how to create; the techniques and strategies used ); Conclusion and Reference Students can choose any kind of products to make advertisement The kinds of advertisement are also various such as printed advertisement; video clip; sign post; leaflet; brochure, etc to promote products in the market In general, this assignment is very interesting We got a lot of experience of making an advertising product Moreover, we had such a good time of "enjoy" our friends's creativeness as we will never forget Body Chapter I The Advertising industry General information on advertising as an industry For a long time, Media has appeared in the world and contributed a lot in communication of our life Media is also known as an information treasure as well as knowledge of human There are some popular kinds of media such as television; radio; newspaper; internet and so on Besides providing the information of culture, politics and society, media is the spread-out social net This is the reason why many organizations and individuals build and develop media with different purposes aim to exploit its advantages, and one of them is "Advertising" [2] For thousand years, humanity has known how to advertise They have advertised to sell goods or made the advantages of individual prestige At this time, the main method of advertisement is through words of mouth Advertising industry just began to be developed at the end of 19th century when the trade competition had appeared among producers At the present, advertising industry has passed through a long road with the appearance of many new kinds of media and methods Effective advertisements help to gain further business goals One scholar said that: " The person who saves money from cutting in advertising is the same as the person who stops the clock to save time " In modern and technological life, companies have to use advertisements to bring information of their products and services to potential consumer For example, Coca Cola - a very famous trade-mark still has paid much of money to advertise their product In 1993, Coca Cola paid 150 million dollars for advertisement and their products always appear in front of popular eyes Advertising is the investment for future It helps producers attract consumer as well as sell their products and services easier Therefore, advertising plays an important role in the success of business Techniques and strategies used in advertising From the 19th century to the present, advertising industry has developed with various techniques and strategies These below techniques and strategies are not all of advertising industry but they are the most effective ''tools" to make a successful advertisement a) Techniques • Provide facts and figures ( story-telling advertising ) [3] This technique was the most popular one of advertising industry in the past Advertisers would build a story about the products appealingly and truly to take consumer's attention Along with the product is the factual information such as price; uses; material as well as the statistics of shape and size The important thing of this technique is how to express the producer's abilities to satisfy the customer/consumer " Do not only talk about what we have but also talk about consumer's benefits " • Provide testimonials In this technique, advertisers use a famous person such as a singer; an actor/actress; a football player…or an "normal customer" to endorse the product that they want to advertise In the advertisement, the famous person who is in the role of a "consumer" will tell other consumer about qualities of the product as well as the benefits that they receive from using it, so the customer might want it too • Associate positive qualities/strength with product (Unique Selling Point USP) To make the superiority of a product that is different from competitors, producers need strength Advertising the strength of product helps persuading consumer faster In 40s of 20th century, Rosser Reeves who created Bates Worldwide Advertising showed the concept of USP and this technique has become useful in all advertisements of Bates company This technique implies that: "If you want to sell something, you have to show us its superiority " If the product has no USP, we need to create it This value has to satisfy customer's demand and bring them a reason to buy the product [4] For example: "Anlene - rich in calcium is good for bone" • Manipulate people's emotions In this technique, advertisers also use a story or images to appeal to customer's feeling The product will be associated with the feeling that always happen in the daily life such as love; lonely; anger; sympathy; painful or confuse The content of these advertisements usually mentions the result after using product, consumer will feel better So it can manipulate people to buy product For example, Yomost Milk manipulated a lot of young people with their advertisement • Play on people's hidden fears This technique is used popular in advertisements of shampoo; cosmetic; toothpaste, mouthwash; etc In short, they are the products of beauty and heath problems The technique implies that a product will protect the user from some danger or uncomfortable situations For example, people scare of scurf; dry skin or bad body smell The advertisement will show that the product can help to solve these problems and help people feel confident a lot [5] • Convince people to " join the band wagon " The advertisements that follow this technique have to use many different actors/actress to make a large group It implies that everyone is using a product, and that others should too, in order to be part of the group Normally, advertiser will choose famous people to act in their advertisement as they used product and say to viewers: "We tried it! How about you? " After watching the advertisements like this, customer might want to join the group and use that product too • Play on people's patriotism The slogan of this technique: "Let show your love to your country" It means that buy a product and use it you can express your patriotism In fact, this technique is not used popular but once it is used, it is really effective with consumers who love their country deeply b) Strategies Strategies are always associated with techniques, help making a complete advertisement Sometime, advertisers have to mix a lot of strategies to get the best result • Provide information [6] The advertisement provides basic information of product (price, shape, material, size, etc) This strategy normally appears in the advertisement which uses the technique of “Provide facts and figures” • Create an image Advertisers create the images of beauty; wealth; romance; popularity; idyllic; etc aim to attract the audience, make them desire product and want to try it • Use eyes contact The way that models look in an advertisement is very important If they look directly into the camera or take close up photos, it will make good effects because the audience might have the feeling of they are involved in the advertisement • Use colors It is important to create different impression The colors that used in an advertisement will help the audience pay their first attention as well as make them remember the advertisement for a long period of time It is quite different between warm colors and cool colors The warm colors group includes red - symbolizes danger or passion; orange and yellow The cool colors are green and blue - symbolize clean and fresh; white - symbolizes purity, innocence and elegance Besides these colors, there is gold that symbolizes wealth • Use words In some advertisements, the words are often chosen to make some patterns or play on words This strategy brings viewers the impressive feeling when they read it It also helps making a long-term memory advertisement in audience's mind For example, Toyota used alliteration: “Today - Tomorrow – Toyota” • Use famous and glamorous people [7] The models in the advertisement use product and share their feeling to audience The purpose of this strategy is making viewers feel that they are sharing the same qualities with famous people The more famous and attractive people are, the more effective advertisement advertisers get Advertising in Vietnam Following expert field, Vietnamese advertising industry has begun for 10 years At the beginning time, the foreign advertising companies created advertisements for some famous brands like Pepsi; Coca Cola; Unilever and bring to Vietnam a new breath of this tender industry Vietnam, then, just does the works of distributing advertisements to media After periods of time, Vietnam has got experiences from foreign companies and developed domestic companies Vietnam started creating package products of advertising For now, Vietnam has over 1000 companies taking part in advertising market However, in fact, domestic companies’s income only takes 10 - 20 percent in total of billion dollars every year The remained part belongs to other foreign advertising groups in the world The reason leads to this state is that foreign groups not believe in expert ability of Vietnam companies, so they often work with foreign companies Only a little Vietnam companies get main-contract, there are often subcontracts instead Almost people working in Vietnam advertising industry admit that their expert have a lot of disadvantages In Vietnam, there are not any universities or colleges that focus on advertising field While hiring employees, advertising companies themselves have to train their staffs as a beginner, so the human resource development is very slow Because of this difficulty, many Vietnam advertising companies only dare to receive a small part of making advertisements To face to this problem, Vietnamese Advertising Organization mentioned that it is high time for Vietnamese advertising industry to study deeply about advertising essence, [8] professional skills as well as the benefits of advertising to businesses Vietnam also has to invest much of money and strong spirit to improve advertising industry Chapter II The product THEFACESHOP Company: THEFACESHOP is one of leading global beauty brands from Korea It has been popular with many people in Asia for cosmetic and skin care products made from nature All products of THEFACESHOP are produced from natural plants, vegetables, flowers, fruits; etc that are very good for health, especially for skin These ingredients are also close to our daily life and used to create more than 600 kinds of cosmetics and skin care products With reasonable prices but high quality, THEFACESHOP has become a brand that listed as the best seller brand by Republic of Korea Because of its price and quality, the products of company are used mostly by young people and people having low income One of THEFACESHOP’s stores in Korea [9] In 1962, a company of cosmetics manufacture was founded In 2002, THEFACESHOP got the certificate of ISO9001 In December 2003, the first store was opened in Myungdong, Korea; marked the appearance of THEFACESHOP brand in Korean markets It also allowed franchise business in this year Since then, THEFACESHOP started to develop and expand into many countries all over the global, especially Asia The stores are opened alternately in Taiwan, Singapore, Indonesia…etc THEFACESHOP officially entered overseas markets At that time, it was chosen as the brand that beloved the most in Korea by reputation magazines as well The year 2005 is a remarkable year of THEFACESHOP with many important events The stores continued to be launched in Australia, America, Canada, Japan, Thailand, Dominican Republic and Vietnam THEFACESHOP’s Research and Development Institute was founded The company also won the best cosmetics brand chosen by Korean Ministry of Economics The White Tree was voted as the best designed products line by The Commercial Ministry THEFACESHOP received “Best Stand Award”, an interior award from a beauty exhibition in Dubai and being featured in Business Week Magazine as raising global brand company in this year as well In 2006, THEFACESHOP officially opened stores systems in China and U.S.A In April 2006, the 100 th store overseas is opened At the end of 2007, THEFACESHOP recorded 209.7 billion Won in sales in four years since launching Up to 2008, THEFACESHOP had totally 200th stores around the world From 2004 to 2008, it had risen into the top local brand shop and expanded into the global Since 2009, THEFACESHOP has gained 40% growth In January 2010, THEFACESHOP became subsidiary of LG Household and Health care With LG’s technology, THEFACESHOP had more chances to develop itself products lines Up to now, the company has run more than 900 stores in 22 countries all over the world Nowadays, the countries having the appearance of THEFACESHOP are: Australia, Brunei, Cambodia, China, Taiwan, Costa Rica, Dominican Republic, Hong Kong, Indonesia, Jordan, Malaysia, Mongolia, Myanmar, Thailand, United Arab Emirates, U.S.A, Guam, Singapore, Vietnam, Philippines and Japan [10] One store of THEFACESHOP in HCMC, Vietnam Because the target market, that THEFACESHOP want to approach, is teenagers, it’s easy to understand when THEFACESHOP always chose famous actors and singers to become their models and spoken man At first, the handsome actors Kwon Sang Woo worked for this brand for years After that, Bae Yong Joon – another Korean actor was invited to be a models and spoken mans of THEFACESHOP in 2008 Most recently, Kim Huyn Joong and Park Min Young are two famous actors which are known as representative stars of this brand Kim Huyn Joong is very popular with young people, especially Asian as a role of an actor and singer He used to be the leader of SS501- a famous Korean music band before he became a solo singer Besides, he also joins in some Korean reputation movies like: Boys over flower or Playful Kiss Park Min Young is a young actress famous for her acting in many Korean Drama as well such as: City Hunter, Man of Honor or Sungkyunkwan Scandal etc Beside Kim Huyn Joong and Park Min Young, Seo Huyn – a famous singer in SNSD Korean music band takes part in some advertisements of THEFACESHOP as well The main reason that THEFACESHOP changes representatives continuously is that they expect to bring new images to customers and create new vitality for this brand In 2011, Kim Huyn Joong finished the Asia Tour to promote for his new album as well as introduce the images of THEFACESHOP brand Kim Huyn [11] Joong came to many Asian countries, concluding Vietnam and got the warmly welcome of Vietnamese fans Kim Huyn Joong in Vietnam to promote for THEFACESHOP brand In Vietnam, THEFACESHOP’s stores are located in the big cities such as: Hanoi, Haiphong, HCMC, Danang… It is trusted and used by thousands people because its prices are reasonable with Vietnamese’s income and the quality is quite high Most products are produced to be suitable with the Asian’s skin The target markets of THEFACESHOP are teenagers and young people who have low income It has many competitors but in Vietnam, there are main competitors, which are famous for natural cosmetics and skin care products from Korea as well, are “Skin Food” and “Nature Republic” Skin Food is known as a Korean brand of food cosmetics Under the motto of “good food for health is also good for the skin”, Skin Food has created many products with the ingredients that we eat everyday like: rice, fruits, sugar, vegetables, beans, milk….Skin Food is also one of the brands that being loved the most in Korea with THEFACESHOP Skin Food and THEFACESHOP have the same quality but the price of Skin Food is higher a bit The promises of Skin Food are: [12] Y Only Think of Food for Your Skin Y Welcomes Trouble if It’s to Make Reliable Products Y Find the Best Origins for the Best Beauty Food Some products of Skin Food The second competitor of THEFACESHOP is Nature Republic The name Nature Republic seems to be new with many people It is just founded in March 2009, and has had more 100 stores in Korea Like THEFACESHOP and Skin Food, the products of Nature Republic are made from natural ingredients All its products are “full energy of the great earth” Nature Republic is a new founded company and the price is the same as THEFACESHOP and Skin Food However, Nature Republic has not had any official stores in Vietnam yet Vietnamese customers have just known this brand through handled products from online shops [13] One of Nature Republic’s products and the official store in Korea THEFACESHOP has used the concept “Natural Story” to promote for their brand “Natural Story” shows that THEFACESHOP wants to share everybody the stories of nature It means THEFACESHOP always combines science and the perfection of nature to make best products for skin There is balance in nature , so is skin THEFACESHOP’s products will be the second nature which helps skin balance Besides, THEFACESHOP also helps users rediscover nature, protect beauty and health Nature has secret stories that we have not known yet Let THEFACESHOP tell these stories “The true story of nature becomes complete in the skin” THEFACESHOP promises to customers: Y Trust the wisdom of nature Y Deliver the true story of nature Y Act for skin The slogan of THEFACESHOP is “THEFACESHOP understands the value of health” This slogan expresses that all products are not harmful, but very good for health The product range of THEFACESHOP company As I told above, all products of THEFACESHOP are made from natural ingredients that we can approach every day The company produces many products for both men and women They mainly focused on skin care, makeup, cleansing, mask, body, hair and fragrance products Skin care products include: toner, emulsion, essence, cream, eye care and sun care Some special product lines are White Tree Snow, Clean Face, Wrinkle Stop Abyssine, Herb Day, White Crystal….Makeup products include: BB Cream, Makeup Base, Foundation, Twin Cake, Powder, Skin Cover/Blusher, Lip Liner, Lip Stick, Lip Balm, Eye Shadow and Nail Nowadays, there are many kinds of makeup products on the market, which are very harmful for skin Some kinds of cosmetics can damage skin gradually, especially the cosmetics [14] that we don’t know the sources as well as the origins clearly Therefore, THEFACESHOP will be the best selection for the people who often access to cosmetics because of its pure ingredients Cleansing products are cleansing foam, cleansing tissue and cleaning cream Herb Day is the most popular product lines Herb Day’s products clear skin softly without making it dry and rough Besides, there also have many kinds of mask which provide essential nutritious for skin, protect and improve skin gradually Kinds of THEFACESHOP’s mask THEFACESHOP also created products caring for body and hair such as: Body lotion, body scrub, body wash, wax, shampoo, hair color,…Some typical product lines are White Secret, Night Flower, Honey Suckle, Secret Blossom, Milk Plus Perfume and aroma range don’t have many products, however, all products are made from herb ingredients bringing comfortable and relaxed fragrance In Vietnam, THEFACESHOP’s perfume and aroma products are not popular The products for men are made to be suitable with men’s skin, care for skin gently as well as bring soft touch and fresh feeling [15] NEO Classic Homme Product Line for Men The chosen product: We decided to choose a set of products in the Herb Day cleansing product line That is Herb Day cleansing foam, cleansing cream and cleansing tissue with aloe ingredients Herb Day is a typical product line of THEFACESHOP with many different products which are suitable with different kinds of skin Herb Day’s products are made from many natural herbs and flavor, not only bring fresh feeling but also care for skin every day Some products of this line are mung beans cleansing foam, green tea cleansing cream, fruit mix cleaning cream, acerola cleansing foam….and also Spearmint cleansing foam for man Besides, there also has some massage cream products made from ginkgo or cucumber These massage creams relax tired skin and improve vulnerable skin with comfortable scents Three products that we chose are aloe cleansing cream, aloe cleansing foam and cleansing tissue As we have known, aloe is a kind of herbs which is very good for skin as well as health It is used as main ingredient in many kinds of cosmetics and skin care products from the past to the present Aloe helps to balance skin and provide moisture for skin Thanks to aloe, skin also becomes healthier, more brighten and whitening Besides, Aloe is an very important ingredient in some dishes which are improve health Therefore, we want to introduce the products made from this precious herb [16] Aloe Cleansing Cream contains fresh aloe and some other herb ingredients, remove gently makeup base, recover damaged skin and supply essential nutritious for skin even after cleansing Herb Day Cleansing Tissue contains rosemary extracts and many kinds of herb, washing off even thick makeup base, bringing light touch feeling Aloe Cleansing Foam is a mild cleanser, containing fresh aloe and nine herb ingredients, provide moisture for skin after cleansing You will get the best result when combining three products above Massaging your face with Cleansing Cream until the makeup base gets off Then using Cleansing Tissue wipes it out Cleansing Foam is used as the last step to remove makeup and protect skin Chapter III The advertisement Process of making the advertisement Firstly, we had to choose the brands and products Among so many selections of goods on the market now, it was not easy to choose a brand We chose a products set of a famous beauty brand – THEFACESHOP because cosmetic products are close to girl’s lifetime like us Besides, we are the people who like to use the products of THEFACESHOP They have actually high quality Their designs are beautiful as well As we told above, whenever we think about natural herbs for beauty, think about aloe Aloe is a really perfect choice for skin Therefore, we decided to make advertisement for this set of products The next thing that we had to select was kind of advertisement There have many kinds of advertisement such as: printed ad, video clip, sign post, leaflet, brochure…that we had to choose one We thought about designing a brochure because it is not so complicate to make like making a video clip and no one of us is good at using computer A brochure seemed to be the best selection for us and also suitable with the products that we had intended to advertise [17] After that, we began to collect information about the products Luckily, we could get information we needed on the official website of THEFACESHOP Then, we continued with discussing the strategies and techniques for using in our brochure We chose techniques and strategies These techniques and strategies play an very important role in the success of the advertisement Two main techniques that we used are providing testimonials and manipulating people’s emotions Besides, we used strategies like using eye contact, colors, featuring famous people and playing on words We will tell you clearly these techniques and strategies below Next, we also needed to find out a software which helped us to make our ideas become true easily Finally, we decided to use the software “Microsoft Publisher” to complete our brochure Everything became more easier with this software All we had to just put pictures and words into the suitable positions The size of the brochure had had already [18] At the first page, I put an image of a THEFACESHOP’s model – Kim Huyn Joong with the sentence “Leading natural beauty brand from Korea” below Under the picture, there is the slogan of THEFACESHOP: “THEFACESHOP understands the value of health” There is a page we used to show brief description of the products set with a picture of three products The back page has a picture of nature making viewer feel fresh and comfortable and the concept that THEFACESHOP often uses “Natural Story” Under the picture, we can see the promises of THEFACESHOP and the address of an Overseas Department in Korea [19] Inside of the brochure, we put images of three products and detailed descriptions about them Green is the color tone that we used in our brochure to create fresh feeling In general, we believe that our brochure will bring positive effects in advertising the set of products with techniques and strategies that we used The techniques and strategies used in the advertisement In our brochure, we used two main techniques, they are "Providing testimonial" and "Associating positive qualities with the product (USP)" Firstly, for the technique of providing testimonials, we used the image of Kim Hyun Joong at the outside of the brochure He is a very famous actor and singer from Korea and he looks directly into camera Because he is very popular, especially to young people, so this image will become a point to attract consumer Potential customer as well as Kim Hyun Joong 's fan will pay their first attention to this advertisement This image is also a testimonial of the products, he endorses the products, so the consumer might want it too [20] Secondly, we associate positive qualities with the products, as well as the superiority that is strength of The face shop To each individual product, we add the information of kind (cosmetic); uses (cleansing tissue, cleansing cream and cleansing foam); material (quite made from natural materials) The material is also the superiority of the product Basing on this information, consumer will know the strength of the faceshop is using natural material and they can consider that the products are good for health and really worth to try In addition, we show very lively image of each products, so the potential customer can know the shape and the size of our products Besides, we also use other strategies and these strategies contributed a lot in the success of an advertisement In the faceshop promise, we play on words Instead of " Tell" or "Bring" , we use other words like " Trust " or " Deliver " to bring consumer the impressive feeling when they read it And we have the positioning sentence It helps consumer got the general look about the faceshop : [21] "THEFACESHOP understands the value of health" There is one more important strategy, which is the main color in our brochure We use light green to bring customer the feeling of nature This color can express the superiority of the face shop's products: Very fresh, very natural In short, we did not use a lot of techniques and strategies in this brochure, but we think that it is quite enough for the products like The face shop [22] ... make advertisement The kinds of advertisement are also various such as printed advertisement; video clip; sign post; leaflet; brochure, etc to promote products in the market In general, this assignment. .. skin Therefore, we decided to make advertisement for this set of products The next thing that we had to select was kind of advertisement There have many kinds of advertisement such as: printed ad,... body smell The advertisement will show that the product can help to solve these problems and help people feel confident a lot [5] • Convince people to " join the band wagon " The advertisements