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  • 1. “OVER 50% OF AUSTRALIAN CHILDREN AGED 9-13 DO NOT GET ENOUGH CALCIUM” -AUSTRALIAN NATIONAL CHILDREN’S NUTRITION AND PHYSICAL ACTIVITY SURVEY
  • 2. Brand Concept Super Kid Milk • Health – Milk is a healthy product • Fun – Desperately needed • Activity – Less sedentary lifestyle
  • 3. Target Audience Ages 6-14
  • 4. Genre “A way of classifying text through style, form and conventions, so audience can set their expectations accordingly” -King • Mini action film • Over-exaggerated acting
  • 5. Intertextual Framing “The concept that ideas do not exist in isolation but rely on other texts to make meaning” -Bainbridge Stereotypes • Brand logo is replication of Superman Logo • Knowledge of superheroes – Saving cats – Cape and mask
  • 6. Signs, Connotations and Denotations “Something that signifies meaning. Denotations are the most basic, obvious meanings. Connotations are the indirect, analytical meanings” -Gripsrud
  • 7. Milk Denotations • Calcium -> Strong bones, mind, body Connotations • Power drink • Fuel for a superhero
  • 8. Cape and Mask Denotation • Superhero uniform Connotation • Transformation from boy to superhero
  • 9. Cat in the Tree Denotation • Stereotypical superhero deed • Helping out mankind
  • 10. Super Kid Logo Signifier • Inverted pentagon • Red, yellow, blue • Using intertextual framing, people recognize this as reminiscent of the Superman logo
  • 11. Summary • Super Kids Milk – Create brand concept that is fun, healthy active – Appealing to target market of 6-14 year olds – Utilize intertextual framing – Identify the use of semiotics – Genre of a mini action film – Overall, makes drinking milk enjoyable
  • 12. Clancy McNamara n9171291 Zoe McGinty n9186867 Madeleine Snaith n9165100