RMIT International University Vietnam

Assignment Cover Page

Subject Code: MKTG1294

Subject Name: Introduction to Advertising

Location & Campus (SGS or HN) RMIT SGS

where you study:

Title of Assignment: Individual Learning Written Self-

Reflection

Student name: DOAN TRAN LE HUY HOANG

Student Number: s3741179

Teachers Name: Phu Hai (David) Ho

Group Number:

Assignment due date: 15 MARCH, 2019

Date of Submission: 15 MARCH, 2019

Number of pages including this one:

Word Count: 1148

 Advertising Analysis

https://www.youtube.com/watch?v=pIj_tB4a5E4 (Vietnam airline “Change

with the world, will you?)

https://www.youtube.com/watch?v=f5vFUX4GNok (Vietjet air “ Connect

loves")

The advertisement is a way of organizations to promote their brands to

their products and services by influencing the audience and to intercept their
perception and mind. The good advertisement is “ Change with the world, will
you?” of Vietnam airline brand and the bad advertisement is “Connect loves" of
Vietjet air brand. “Change with the world, will you?” is used to promote across
Asian flights of Vietnam airline with 4-star service by showing the customers'
purpose and different cultures. “ Connect loves" also promotes across Asia
flights, they used happy images of flight attendants and new expensive food on
this flight. Both the advertisements will be analyzed based on many different
factors, such as target audience, positioning, designs and language to explains
why it is a bad or good advertisement.

The more you understand your target market, the more you can focus on your
advertising more closely, so you can only pay to reach the audience most likely
to convert into customers. (Christina, N, 2018). Vietnam airline is regarded as a
high-class airline with a high volume of customers are people with high income
and enjoy traveling in Asia (Thang, N, 2018). Vietnam airline could particularly
define their customers so they have oriented its audience in the advertising. They
created characteristics with mature adults who want to travel on high-income
such as, married couple and families While, Vietjet air is known as a low-cost
airline, focusing on young, dynamic customer segments and first-time airplanes,
medium-income subjects (Ha, N, 2018). However, at the beginning of the
advertisement, the brand targeted their audiences about married couples and old
people and families when the world advertisement has a colorful video that is not
suitable for adults. Thereby, the advertisement has content and images which
are not relevant to the customers the brand is aiming for.

“Brand positioning statements are not consumer-facing. So it doesn't have to be

written in consumer language, but it's best at least to translate corporate-only
terminology into something a consumer would recognize. Instead of using
consumer language, try writing it in language the brand would use to reflect its
personality.” (Melanie, P, 2012). Vietnam airline has the brand name associated
with "Vietnam national airline" with some catelogies about the good service, high
quality, and luxury, the brand has affirmed its position by target audience and
affirmed the difference with competitors on their advertisement. The
advertisement was created with beautiful images combined with eye-catching
techniques and formal language, which makes audiences feel the reliable quality
of service from Vietnam airline. In the end, 4-star service quality has been
mentioned by Vietnam airline to show the difference with other competitors and
confirm their quality. While Vietjet air makes people remember some catelogies
such as low-cost airline and having many fights in the country. On the other
hand, Vietjet wanted to move their position to a higher income customer segment
by showing expensive food and defining the different target audience, which the
audiences do not see the advertisement fitting with Vietjet air. There are some
aspects of branding: companies can create identity and personality to create the
face of their products, they must distinguish from other similar products and
brands that help consumers make decisions about future purchases (Leiss, W,
2005). This created big challenge and reduced the effectiveness of the
advertisement that the brand needs to take more time to change consumers'
about their brand, and to create credibility and it would be lost and ignored
between different advertisement promoting a specific idea.

“the deliberate association of a product not just with a mere name but with an
almost spiritual image, an idea… Such brand messages communicate and
connect companies or products with lifestyles more than just the usefulness of
the product itself” (Banet-Weiser, Lapsansky 1249). On Vietnam airline
advertisement, the audience could clearly storytelling, which they tried to create
the message connecting to the purpose of the audience. In the beginning, the
advertisement shows Vietnam Airlines flight attendant wearing long dresses with
blue tones in elegant colors, creating sympathy and friendliness with customers
even with foreigners when looking at it also sees something "very Vietnamese"
They also used the voice with many images across Asia countries and different
people to create emotion of discovery and experience new things for the
audiences who are ready to step out their countries and see the change of the
world. By defining target audiences clearly, They chose to create a personality
that the audience wants and wants to link. They don't focus on the product as
much as they do with the personality and attitude behind it, and in doing so they
have created a personality so that the audience is not only involved but also
remembered. “For Social network advertising to be effective it must lead the
consumer to engage with the advertisement" (Lee & Hong 2016). Nevertheless,
Vietjet too focuses on their services that they showed much different expensive
food Young, dynamic flight attendants, giving passengers lots of fun and fun on
fights to create exciting emotions which are not relevant to their target audience.
The advertisement contents too many different information and many glitzy
images, such as food, flight attendants dancing that the audience may not clearly
understand or focus on what is the message they want to give.
Both of the advertisements are created to promote in Vietnam and their target
audience is likely the same so language plays an important role in creating
connecting and emotion for the audiences. Vietnam airline used the Vietnamese
language to connect the audience on the whole advertisement by asking the
question "What are the reasons why you want to start a new journey?” and many
different general answers. This makes the audiences feel the sophisticating
cares of the brand, “a unique way of life defined by its distinctive array of values,
drives, beliefs, needs, dreams and special points of view” (Leiss, W, 2005) which
they care about the customers' purposes, needs and dreams. However, even
though the advertisement is aimed to promote in Vietnam, Vietjet air used
English song on it. “Our brain is stimulated when we listen and look at the same
time. On the contrary, it will be distracted when things lack synchronization. ”
(Heather, A, 2012). Using almost Vietnamese characteristics but the song does
not fit the audiences, which causes confusion and misunderstanding for them.
The catchy English song is a good choice because it could create an exciting
emotion and make the audience easily remember but the language barrier
seems to be a big mistake of Vietjet air.

Information processing model (IP) is used in both advertisings. The IP model can
be divided into two parts, dealing with hard information that extends over
persuasion and soft information processing, which in turn extends with emotion.
(Heath & Feldwick, 2008) . Vietjet has used hard information processing models
because the words they use are brief, specific, and use exclamation points
without emotion. For example, “Flying across Asia, connecting love”, “Fly, like it
right away!”. Even though some images about different countries, cultures are
confusing and appeared too fast in a few seconds of the entire advertisement.
Vietjet is emphasizing certain details that the flight is more relevant to Asia but
there is no explanation or information for it. However, Vietnam airline
advertisement used soft info processing model. They do not put strong slogan to
persuade people to use their services forcefully, they softly introduce their brand
at the end like one of the most royal solutions for the purpose of customers they
put before.” Whatever your journey may be, when it starts or how long it takes...
Let’s embark on these journeys of change with us.” Vietnam Airlines describes it
following emotional circuits of the advertisement as an emotional message to
make people feel the message they want to convey.

Overall, the “ Change with the world, will you?” advertisement of Vietnam airline
has successfully completed its mission through message delivery and affirming
its distinct value to competitors and creating the trust for customers. Besides that,
the design and the concept also fit very well with the target audience and the
positioning of the brand. While the “Connect loves” of Vietjet air is fail to provide
clear information and images to the audiences. The contradiction between image
and target audience, especially the language barrier makes it difficult for Vietjet
to convey content and attract people to care about changes and quality of their
services.

REFERENCES

Christina, N, 2018, “ How to define your target market: A guide to audience

research.”, 31 October, viewed 11 March 2019.
https://blog.hootsuite.com/target-market/

Heather, A, 2017, “The ASA's worst offenders: disgraceful or great advertising?”,

6 October, viewed 6 March 2019.
https://www.campaignlive.com/article/asas-worst-offenders-disgraceful-great-
advertising/1446679

Ha, N, 2018, “Chiến lược marketing của Vietjet Air – Có khôn ngoan?”, 6
February, viewed 9 March 2019.
https://marketingai.admicro.vn/chien-luoc-marketing-cua-vietjet-air/

Heath & Feldwick, 2008, “Fifty Years Using the Wrong Model of Advertising.”
January, 8 March 2019.
https://www.researchgate.net/publication/269696964_Fifty_Years_Using_the_Wr
ong_Model_of_Advertising

Leiss, W, 2005, Social Communication in Advertising. 3rd Edition. New York:

Taylor & Francis. 2005. Print

Melanie, P, 2012, “How to write brand positioning statements”, WARC, viewed 9

March 2019.
https://www-warc-
com.ezproxy.lib.rmit.edu.au/SubscriberContent/Article/how_to_write_brand_posit
ioning_statements/97811

Thang, N, 2018, “Chiến lược Marketing của Vietnam Airlines “đối đầu” với các
hãng hàng không giá rẻ”, 14 November, viewed 9 March 2019.
https://marketingai.admicro.vn/chien-luoc-marketing-cua-vietnam-airlines-doi-
dau-voi-cac-hang-hang-khong-gia-re/
Lee, J. and Hong, I.B., 2016. Predicting positive user responses to social media
advertising: The roles of emotional appeal, informativeness, and creativity.
International Journal of Information Management, 36(3), pp.360-373.

Yilmaz, R. & Taskiran, N.O., PhD. 2013, "A model for advertising
aestheticization: How an ad is aesthetically created and has an impact on
audience- product, advertising mood and target audience triangle", International
Journal of Research in Business and Social Science, vol. 2, no. 1, pp. 40-46.
Viewed, 9 March 2019.
https://search-proquest-
com.ezproxy.lib.rmit.edu.au/docview/1503663731/CC70E5281C8E4978PQ/3?
accountid=13552#

Vietnam airline, 2019 “Change with the world, will you?”, 1 , viewed 7
March 2019
https://www.youtube.com/watch?v=pIj_tB4a5E4

Vietjet air, 2018 “ Connect loves", 19 December, viewed 7 March 2019

https://www.youtube.com/watch?v=f5vFUX4GNok
 Statement of Authorship
Course Name: Course Code: Department Date Stamp

Introduction to (For Office use only)

MKTG1294
Advertising
Assignment Title: Assignment Due Date:

15/03/2019
Advertising Analysis
17:00 PM

Date of this
Academic’s Name:
Submission:

15/03/2019

Student(s)
Family Given Student
Class/Group:
Name: Names: Number:

TRAN LE
DOAN HUY S3741179 ● PHU HAI’s SGS Monday – Tuesday
HOANG Class

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DOAN TRAN LE HUY HOANG