The absence of all of these signify that they are more approachable, simplistic beings who are fun to have around – HUTCH “always follow you” !!
Images they Invoke!! Pilsburydough boy Wall-E Teletubbies Casper Jaadu Pingu Hobbits Noddy
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
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…)
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!!
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.
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
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.
Dominant Images in the AD Characters The caller and the called Objects The bench, book and trees around
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
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.
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 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
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)