advertising analysis
Introduction
Nowadays, advertisement is very common in our daily life, we can simply see it, listen it or watch it every where. But, have we ever tried to get the message in detail, or just treat it as a video or something that meaningless to us. In the followings, I will discuss the communication process in the advertisement, trying to explain what the key message(s) the sender try to convey to the receivers and the whole communication process in both angles of advertiser and receivers, with reference to Berlo’s Communication Process. The advertisement I choosed is "HSBC Lemonade Hong Kong Dollar version TVC", which is launched by the HSBC Group.
A basic model of Berlo’s Communication Process
In the Berlo ' communication, there are two major characters participated, they are sender or receiver.For another 2 major elements are message and channel, also the communication process must involved in the model, they are encoding, decoding, response and feedback. Last but not least, noice, which refer to the external factor of the model that would have a negative effect on the effectiveness of the communication.
Key message
Frist of all, let us define the key message that HSBC(sender) try to covey to its customers(receiver), refers to the the official website, the key message of the advertisement is wrote as "Global markets are opening up to everyone. HSBC 's international money transfer service enables customers to transfer money in 77 currencies to over 150 countries worldwide. Transfer limits apply depending on the type of transfer you choose and fees of up to £30 may be applicable.".The major objective is to introduce the service of HSBC 's international money transfer in order to let the customers have a basic concept of the service, using the context of selling the lemonate to introduce the service.Moreover, in this advertisement, there is one special objective, HSBC wants to induce the awareness of the new users(the SME,we will dicuss in
Nowadays, advertisement is very common in our daily life, we can simply see it, listen it or watch it every where. But, have we ever tried to get the message in detail, or just treat it as a video or something that meaningless to us. In the followings, I will discuss the communication process in the advertisement, trying to explain what the key message(s) the sender try to convey to the receivers and the whole communication process in both angles of advertiser and receivers, with reference to Berlo’s Communication Process. The advertisement I choosed is "HSBC Lemonade Hong Kong Dollar version TVC", which is launched by the HSBC Group.
A basic model of Berlo’s Communication Process
In the Berlo ' communication, there are two major characters participated, they are sender or receiver.For another 2 major elements are message and channel, also the communication process must involved in the model, they are encoding, decoding, response and feedback. Last but not least, noice, which refer to the external factor of the model that would have a negative effect on the effectiveness of the communication.
Key message
Frist of all, let us define the key message that HSBC(sender) try to covey to its customers(receiver), refers to the the official website, the key message of the advertisement is wrote as "Global markets are opening up to everyone. HSBC 's international money transfer service enables customers to transfer money in 77 currencies to over 150 countries worldwide. Transfer limits apply depending on the type of transfer you choose and fees of up to £30 may be applicable.".The major objective is to introduce the service of HSBC 's international money transfer in order to let the customers have a basic concept of the service, using the context of selling the lemonate to introduce the service.Moreover, in this advertisement, there is one special objective, HSBC wants to induce the awareness of the new users(the SME,we will dicuss in
References: Belch George E. and Belch Michael A., (2012). Advertising and Promotion: An Integrated Marketing Communication Perspective, University of San Diego, Publisher: New York: McGraw-Hill / Irwin, USA, 9th edition. (p.138-142 )