Timtam Lover
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
3,018
On Slideshare
3,018
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
15
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TimTam Lovers
    GAO WENHONG
    N7343825
    The most indulgent chocolate biscuit
  • 2. Table of Content
    Background
    Advertising
    Media Analysis
    Rhetorical analysis
    Semiotic analysis
    Conclusion and suggestion
    Reference
  • 3. Background
    • TimTam is a brand of chocolate biscuit snake food produced by Arnott's Biscuits Holdings.
    • 4. TimTam was first introduced to Australia market in 1964 by Arnott’s, and name of TimTam was from a winning horse in Kentucky Derby Race by one memberof Arnott family—Ross Arnott
    • 5. Arnott’s is No.1 biscuit brand in Australia and hold about
    60% of market share in biscuit and consumed over 95% of household (n.d.).
  • 6. Media Analysis
    Definition
    Media analysis was used to save costs, and provide insights by analyzing a particular problem in order to generate effective marketing and public relations campaigns (Dowling, 2011, p.26).
    Techniques
    Rhetorical
    Semiotic
    Narrative
    Discourse
    Interpretative
    Conversation
    Critical
    Normative
  • 7. RhetoricalAnalysis
  • 8. Rhetorical Situation (context)
    Target Market of the advertising:
    Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader.
    Competitors
    Main competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé).
    Intention of the message
    To associate message ‘Indulgent’ into TimTam
  • 9. Information Convey (Medium)
    What medium is used?
    TVC & Internet
    Who is the audience?
    Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage.
    What implications does this choice have?
    They look for more free time to do things what they want to do.
  • 10. Message Content (Content)
    What is communicated?
    To associate TimTam brand with the most indulgent chocolate biscuit.
    Who is the author/speaker?
    Michelle Sotheren is the production designer. Speakers of the advertising were two persons (one male and one female)
    How is it communicated
    Angle of camera: slowly switched between long shot and close shot
    Background: under the room environment
    Music: a feeling of indulgence and outlaw
    Brand: came out in the end
  • 11. Semiotics Analysis
  • 12.
    • Male with one hand on his hip
    Signifier
    A male in the picture
    Signified
    Male with one hand on his hip
    Signification
    Confidence
    Indulgence
  • 13.
    • Female arm cross
    Signifier
    A picture of female
    Signified
    A female with arm crossing
    Signification
    Rejection of the offering
  • 14.
    • Room environment
    Signifier
    The picture of room shape
    Signified
    A home, private environment
    Signification
    Home is a place to relax and do whatever things you want to do
  • 15.
    • Grapes, shoes/clothes, Decorations
    Physiological needs
    Signifier
    Grape, shoes/clothes, Decorations
    Signified
    Necessaries for human being.
    Signification
    Three levels of human needs according
    to Maslow’s Hierarchy of needs
    Egoistic needs
    Self-actualization
  • 16.
    • Smokes of chocolate and Product
    Signifier
    A great amount of vapor state chocolate smokes
    Signified
    TimTam Chocolate biscuit
    Signification
    Thickness
    Magic (linked back to indulgence)
  • 17.
    • Suitcase
    Signifier
    A suitcase carried by male
    Signified
    A male walks out for business or trip
    Signification
    Job done, enjoy extra time and go out for entertainment, do anything you want to do.
  • 18. Critique and recommendation
    Critique
    1. Advertising for TimTam, why in the end just mother brand Arnott's?
    2. Inconsistent message between advertising message and product packaging message.
    Recommendations
    1. to focus on TimTam brand (Arnott’s brand can be small size besides TimTam brand)
    2. to make message consistent in the product package.
  • 19. Reference
    Arnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, from
    http://www.arnotts.com/history.aspx
     
    Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx
     
    Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33.
    http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract
     
    Euromonitor International (2010). Biscuits in Australia. Retrieved September1st, 2011, from http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Handlers/accessPDF.ashx?c=06PDF&f=S-163372-18690006.pdf&code=TidTcRby0cjj8IbAFX4GzUHyn24%3d
     
    Grayson, L. (2011).KIP 424 Creative advertising: Introduction: Media analysis Techniques. (lecture notes). Retrieved September 1th. 2011, from http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_75109_1%26url%3D
     
    Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd
     
    Schneyer, K.L. (2008). Rhetorical Analysis. Retrieved August 27th, 2011, from http://onlinelibrary.wiley.com.ezp01.library.qut.edu.au/doi/10.1111/j.1744-1722.1997.tb00060.x/pdf
     
    Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183.
     
    Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia.
     
    World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from
    http://wn.com/TimTam_Lovers__TV_Commercial