Timtam Lover
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    Timtam Lover Timtam Lover Presentation Transcript

    • TimTam Lovers
      GAO WENHONG
      N7343825
      The most indulgent chocolate biscuit
    • Table of Content
      Background
      Advertising
      Media Analysis
      Rhetorical analysis
      Semiotic analysis
      Conclusion and suggestion
      Reference
    • Background
      • TimTam is a brand of chocolate biscuit snake food produced by Arnott's Biscuits Holdings.
      • 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
      • 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.).
    • 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
    • RhetoricalAnalysis
    • 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
    • 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.
    • 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
    • Semiotics Analysis
      • Male with one hand on his hip
      Signifier
      A male in the picture
      Signified
      Male with one hand on his hip
      Signification
      Confidence
      Indulgence
      • Female arm cross
      Signifier
      A picture of female
      Signified
      A female with arm crossing
      Signification
      Rejection of the offering
      • 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
      • 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
      • 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)
      • 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.
    • 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.
    • 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