Post on 01-Nov-2014
description
TimTam LoversGAO WENHONG
N7343825
The most indulgent chocolate biscuit
Table of Content Background Advertising Media Analysis Rhetorical analysis Semiotic analysis Conclusion and suggestion Reference
Background TimTam is a brand of chocolate biscuit snake food produced by
Arnott's Biscuits Holdings.
TimTam was first introduced to Australia market in 1964 by
Arnott’s, and name of TimTam was from a winning horse in
Kentucky Derby Race by one member of Arnott family—Ross Arnott
Arnott’s is No.1 biscuit brand in Australia and hold about
60% of market share in biscuit and consumed over 95% of household
(n.d.).
Media Analysis Definition
Media analysis was used to save costs, and provide insights by
analyzing a particular problem in order to generate effective
marketing and public relations campaigns (Dowling, 2011, p.26).
TechniquesRhetoricalSemioticNarrative Discourse Interpretative Conversation CriticalNormative
Rhetorical Analysis
Rhetorical Situation (context)Target Market of the advertising: Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader.
CompetitorsMain competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé).
Intention of the message
To associate message ‘Indulgent’ into TimTam
Information Convey (Medium) What medium is used?TVC & Internet
Who is the audience?Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage.
What implications does this choice have?They look for more free time to do things what they want to do.
Message Content (Content)What is communicated?
To associate TimTam brand with the most indulgent chocolate biscuit.
Who is the author/speaker?
Michelle Sotheren is the production designer. Speakers of the
advertising were two persons (one male and one female)
How is it communicated
Angle of camera: slowly switched between long shot and close shot
Background: under the room environment
Music: a feeling of indulgence and outlaw
Brand: came out in the end
Semiotics Analysis
SignifierA male in the picture
SignifiedMale with one hand on his hip
SignificationConfidenceIndulgence
Male with one hand on his hip
SignifierA picture of female
SignifiedA female with arm crossing
SignificationRejection of the offering
Female arm cross
SignifierThe picture of room shape
SignifiedA home, private environment
SignificationHome is a place to relax and do whatever things you want to do
Room environment
SignifierGrape, shoes/clothes, Decorations
Signified Necessaries for human being.
SignificationThree levels of human needs according to Maslow’s Hierarchy of needs
Grapes, shoes/clothes, Decorations
Physiological needs
Egoistic needs
Self-actualization
SignifierA great amount of vapor state chocolate smokes
SignifiedTimTam Chocolate biscuit
SignificationThicknessMagic (linked back to indulgence)
Smokes of chocolate and Product
SignifierA suitcase carried by male
SignifiedA male walks out for business or trip
SignificationJob done, enjoy extra time and go out for entertainment, do anything you want to do.
Suitcase
Critique and recommendation Critique
1. Advertising for TimTam, why in the end just mother
brand Arnott's?
2. Inconsistent message between advertising
message and product packaging message.
Recommendations
1. to focus on TimTam brand (Arnott’s brand can be
small size besides TimTam brand)
2. to make message consistent in the product
package.
ReferenceArnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, fromhttp://www.arnotts.com/history.aspx Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33.http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract Euromonitor International (2010). Biscuits in Australia. Retrieved September1st, 2011, from http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Handlers/accessPDF.ashx?c=06\PDF\&f=S-163372-18690006.pdf&code=TidTcRby0cjj8IbAFX4GzUHyn24%3d Grayson, L. (2011). KIP 424 Creative advertising: Introduction: Media analysis Techniques. (lecture notes). Retrieved September 1th. 2011, from http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_75109_1%26url%3D Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd Schneyer, K.L. (2008). Rhetorical Analysis. Retrieved August 27th, 2011, from http://onlinelibrary.wiley.com.ezp01.library.qut.edu.au/doi/10.1111/j.1744-1722.1997.tb00060.x/pdf Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183. Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia. World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from http://wn.com/TimTam_Lovers__TV_Commercial