Intertextual FramingThrough shared key elements audience is able todraw upon their past experiences of romantic comedytexts to deduce that the genre of this toothpasteadvertisement is a romantic comedy
Extratextual Framing“Life should be better andfuller and richer”James Truslow Adams in 1931
Conventional SignThe colour red subtly evokes feelings of eroticismand is often used to emphasise a passionate,romantic relationship
IndexThe girl fainting is an index of the males horrid breathto reinforce the comedic genre of the advertisement.The use of this index reinstates to our audiences thatthey would only be able to achieve the perfect firstdate kiss if they were users of White KnightToothpaste.
Our mission for White Knight Toothpaste isto enhance people’s lives by assistingthem in perfecting their dating andromantic ventures