PURE EARTH LINENPeta McLean (N8276765)Kelly Kerr (N8295697)Johanna Hull (N8801215)

BRAND CONCEPT “judging the value of something has become much more

difficult because a products value has more and more become about fashion and perception”

Charles Leadbeater

Pure Earth Linen Increasing trends in consumption of environmentally

conscious products Eco-friendly brand/product Trustworthy brand with high quality products Available at high-end, yet affordable retailers – Myer and

David Jones

BRAND ALIGNMENT Communications

Specific message – highest quality of organic products Specific audience – humanitarians and earth-lovers

Semiotics – creating an understanding of communication through signs

Pure Earth Linen Brand values: purity, organic, trustworthiness, eco-friendly

Extratextual Framing Draws on assumed knowledge

Our advertisement: draws on signs and images – relies on the audiences ability to draw on prior knowledge of these images

STORYBOARD

PURE EARTH LINEN

FRAME 1

LONG SHOTTROPICAL SETTING WITH A DAY LOUNGE. PURE EARTH BED LINEN FLOWS PEACEFULLY THROUGH THE WIND. CUE SONG: AT LAST BY ETA JAMES

FRAME 2

CELEBRITY ENDORSEMENT: ANGELINA JOLIE TROPICAL BACKGROUNDSHE APPEARS (CLOSE UP SHOT) – WALKING SLOWLY AMONGST THE FLOWING SHEETSWEARING ALL WHITE OUTFIT

FRAME 3 ANGELINA IS SEARCHING THROUGH THE FLOWING SHEETS (LONG SHOT)TROPICAL BACKGROUNDSHE IS MOVING/PUSHING THROUGH THE FLOWING SHEETS AROUND HER. WALKING IN MOTION WITH THE SONG

FRAME 4 CELEBRITY: BRAD PITT TROPICAL BACKGROUNDAPPEARS (CLOSE UP SHOT)WALKING FROM ANOTHER DIRECTION – WALKING AMONGST THE FLOWING SHEETSALSO WEARING ALL WHITE

FRAME 5 TROPICAL BACKGROUNDBRAD IS NOW PUSHING/SEARCHING THROUGH THE FLOWING SHEETS (LONG SHOT)WALKS IN TIME WITH SONG

FRAME 6 BOTH ANGELINA AND BRAD WALK THROUGH THE SHEETS. BUT THIS SHOT ONLY FOCUSES ON THEIR HANDS. (MEDIUM SHOT) THEIR HANDS DRIFT THROUGH THE SHEETS AND MEET EACH OTHER.

FRAME 7 (LONG SHOT) THE SHEETS FALL AND BRAD AND ANGELINA ARE NOW FACING ONE ANOTHER, SURROUNDED BY THE SHEETS AND THE TROPICAL SETTING WITH THE DAY BED BEHIND THEM. FINAL SHOT ENCOURAGES THOUGHTS OF ROMANCE AND RELAXATION.

FRAME 8 PURE EARTH BED LINEN AVAILABILITIES.THIS IS TO PROMOTE THE LUXURY AND QUALITY OF THE BRAND. 

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