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Semiotics Zoozoo
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Semiotics Zoozoo

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  • 1. Vodafone Zoozoo Campaign-A Semiotic Analysis
    Ashish
    Milan
    Rajashekhar
    Ritika
    Vipul
  • 2. ZOOZOO? ? ?
  • 3. ZoooOOOzOoooOO
    Zoooo ads
    zoozooooooooooooooooooos
    Zoozooing
    Zoomply great
    Zoopla
    AmaZOOing
    Zooooooooooooooooo,
    <text>,
    oooooooooooooooooooz
    zoo zoo
    ZooZOO
    ZOO ZOO
    ZOOBOULOUS
    zoo vaat chhe! zollid impact zis is
    zoomplistically zooperb
    Zoo Zoo - Zimply Zoooper
    ZZoooZpinggg
    • More like a sound, dynamic and flexible, than a static word which doesn’t change
    • 4. Used as noun, verb, adjective, characterization and evokes various emotions of appreciations
    • 5. It makes zoozoos not only memorable but also adorable, accessible, TOM, easily talked about
    • 6. Increases the signified meanings of ZOOZOO as every time a new expression comes out
  • Depiction of the Characters
  • 7. Signifiers
    Built & Traits:
    Disproportionate
    Stick like egg-headed figures
    Limited facial expressions
    Round bellied
    Softness
    Movements are hurried and comical
    Signified
    NotnessPrinciple :
    • Not aggressive
    • 8. Not handsome
    • 9. Not complicated
    • 10. Not glamourous
    • 11. Not robotic, mechanical
    • 12. Not intimidating
    The absence of all of these signify that they are more approachable, simplistic beings who are fun to have around – HUTCH “always follow you” !!
  • 13. Images they Invoke!!
    Pilsburydough boy
    Wall-E
    Teletubbies
    Casper
    Jaadu
    Pingu
    Hobbits
    Noddy
  • 14. Characteristics each lends to ZooZoos:
    Cute
    Quirky
    Cuddly
    Genderless
    Alien Species
    Humanlike
    Harmless
    Kiddish
    Archetype: Child
    Humourous
    Not complicated
    Dumb
    Full of life
    Simple
    Approachable
    Adorable
  • 15. What do these characteristics convey?
    Familiarity
    Cartoons we used to watch as kids
    Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about
    Does not produce bias of any kind(class, creed, religion…)
  • 16. Environment Study
  • 17. Signifier
    Objects
    Brick walls
    Lamp Posts
    Buildings
    Trees
    Streets
    Outdoors
    Minimalistic
    Very basic structures, cars , message boards etc
    Signified
    Urban setting
    Mundane life- shows ironical situations
    Small problems to resolve
    Depicts a World
    between reality and animation
    something that is known yet so not known to us
    behave similar but look different
    Idealistic world you would want to live in!!
  • 18. Signifiers
    The use of the colour grey
    Colours used only in case of some discrete objects – flowers, bow of the female Zoozoo, vegetables
    Signified
    To free up the clutter from the scene and reflect situations that are ordinary, like say someone falling, which everyone finds hilarious.
    To spoof the simple things in life
    Grey is a neutral colour. It doesn’t distract from the message conveyed and doesn’t produce biases.
  • 19. Fantasy
    Zoozoo World
    Reality
  • 20. Sound and Video
  • 21. Signifiers
    Speech
    Unintelligible
    Pitch & Tempo
    Gibberish
    Camera Angles
    No close shots
    Inanimate objects eg: Eiffel Tower form the centre of the surrounding
    Signified
    • Speech looks like the mumbling of kids or people gossiping
    • 22. The emotions are effectively conveyed by the pitch.
    • 23. Transcends global culture and language barriers.
  • Context & Narrative
  • 24. Context Analysis
    Colourful
    Adrenaline
    Glamour
    Vibrant
    Mundane
    Animated
    Loud
    Drama
    Sober
    Celebrity
    Simple
    Humour
    Grey
  • 25. Narrative
    Linear
    Around 25sec
    No background music
    Revolves around the mundane things in life
    Slice of the Zoozoo world
  • 26. ANALYSIS OF THE ADVERTISEMENT: 1. group sms
  • 27. Dominant Images in the AD
    Characters
    • ZooZoo 1: A Kid
    • 28. ZooZoo 2: The Bully
    • 29. ZooZoo 3,4,5&6 : Friends of the kid.
    Objects
  • Describe the Characters
    The Kid – Shown playing with a ping pong ball
    The bully – Slightly larger in size than the other kid, has a facial expression similar to a smirk
    The friends- All of them of the same size as the kid, so as to drive home the impression that the friends are just like him
  • 32. Symbolism of the Characters
    The ad shows a kid who is playing alone and is being disturbed by a bully. The scene depicts a situations which many of us faced in our childhood, a younger kid is always treated like an extra on the ground, he is asked to field, gets the last batting and no bowling.
    While the situation here refers to a situation when a person is alone on a road (the playground can also be perceived as a road with street lights) and is exposed to dangers like chain snatching, eve teasing. In such situations the ad tries to tell that you are just a click away from your friends.
    This can also be perceived as the Hutch way of saying ‘Where ever you go, our network follows’.
    The bully on the other hand is a typical bully, he is larger than the average kid, has a constant smirk on his face and disturbs people for no reason even when he know they are getting irritated. But he gets defeated by the group of friends, this signifies the strength of unity.
    The whole situation can also be interpreted as a girl being stalked by a road side Romeo, in the beginning the girl tries to avoid him and the guy gets emboldened by this fact. Finally the girl decides to call her brothers for help and the Romeo gets thrashed.
  • 33. 2. CALL Divert
  • 34. Dominant Images in the AD
    Characters
    The caller and the called
    Objects
    The bench, book and trees around
  • 35. Symbolism of the Characters
    The called character is inconspicuous in its features. The caller character has mouth wide open
    By their physical descriptions, the called character symbolizes engrossed and serious while the caller character with its giggling sound and mouth open symbolizes a silly, unwanted entity. The sequence of frames depict the intrusive nature of the called
  • 36. Symbolism of the Objects
    The bench and book show help in showing that the called character is busy and engrossed.
    The long shot in initial part of the ad sets the background while the close shot when the caller zoozoo giggles in the face of the caller zoozoo depicts the botheration caused by the caller more sharply.
  • 37. The syntagm of the ad is the background – interaction between the characters – the final denouement. The same message can also be conveyed using other paradigms where
    • The called is disturbed while s/he is praying
    • 38. The called is giving an exam
    • 39. The called is proposing to his girlfriend
  • The role that the different zoozoos play are shown by taking a base form and then adding, wherever required, such attributes that distinguish one role from another (as in case of a giggling character or a grumpy character).
    The value of each distinguishable zoozoo can be identified by contrasting it with other zoozoos around it i.e. if one zoozoo is giggling and other isn’t then you distinguish one with the help of what other is not
  • 40. The langue of the zoozoo is set by their common attributes like their egg shaped heads, their round eyes and their noises. The parole is in the way they interact in different settings.
    By their distinguishable features, the signifier – signified relation is established (like that of a girl friend, angry man etc)
  • 41. THANK YOU!!