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Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
Timtam Lover
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Timtam Lover

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Presentation Creative intro

Presentation Creative intro

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  • 1. TimTam Lovers<br />GAO WENHONG<br />N7343825<br />The most indulgent chocolate biscuit<br />
  • 2. Table of Content<br /> Background<br />Advertising<br />Media Analysis<br />Rhetorical analysis<br /> Semiotic analysis<br />Conclusion and suggestion<br />Reference<br />
  • 3. Background <br /><ul><li>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</li></ul>60% of market share in biscuit and consumed over 95% of household (n.d.).<br />
  • 6. Media Analysis<br /> Definition<br />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). <br />Techniques<br />Rhetorical<br />Semiotic<br />Narrative <br />Discourse <br />Interpretative <br />Conversation <br />Critical<br />Normative<br />
  • 7. RhetoricalAnalysis<br />
  • 8. Rhetorical Situation (context)<br />Target Market of the advertising: <br />Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader.<br />Competitors<br />Main competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé). <br />Intention of the message<br />To associate message ‘Indulgent’ into TimTam <br />
  • 9. Information Convey (Medium)<br />What medium is used?<br />TVC & Internet<br /> Who is the audience?<br />Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage.<br /> What implications does this choice have?<br />They look for more free time to do things what they want to do.<br />
  • 10. Message Content (Content)<br />What is communicated?<br />To associate TimTam brand with the most indulgent chocolate biscuit.<br />Who is the author/speaker?<br />Michelle Sotheren is the production designer. Speakers of the advertising were two persons (one male and one female) <br />How is it communicated <br />Angle of camera: slowly switched between long shot and close shot <br />Background: under the room environment<br />Music: a feeling of indulgence and outlaw<br />Brand: came out in the end<br />
  • 11. Semiotics Analysis<br />
  • 12. <ul><li> Male with one hand on his hip</li></ul>Signifier<br />A male in the picture<br />Signified<br />Male with one hand on his hip<br /> Signification<br />Confidence<br />Indulgence<br />
  • 13. <ul><li>Female arm cross</li></ul>Signifier<br />A picture of female<br />Signified<br />A female with arm crossing<br />Signification<br />Rejection of the offering<br />
  • 14. <ul><li> Room environment</li></ul>Signifier<br />The picture of room shape<br />Signified<br />A home, private environment<br /> Signification<br />Home is a place to relax and do whatever things you want to do<br />
  • 15. <ul><li> Grapes, shoes/clothes, Decorations</li></ul>Physiological needs<br />Signifier<br />Grape, shoes/clothes, Decorations<br />Signified <br />Necessaries for human being. <br />Signification<br />Three levels of human needs according <br />to Maslow’s Hierarchy of needs<br /> Egoistic needs<br />Self-actualization<br />
  • 16. <ul><li> Smokes of chocolate and Product</li></ul>Signifier<br />A great amount of vapor state chocolate smokes<br />Signified<br />TimTam Chocolate biscuit<br /> Signification<br />Thickness<br />Magic (linked back to indulgence) <br />
  • 17. <ul><li> Suitcase</li></ul>Signifier<br />A suitcase carried by male <br />Signified<br />A male walks out for business or trip<br /> Signification<br />Job done, enjoy extra time and go out for entertainment, do anything you want to do.<br />
  • 18. Critique and recommendation <br />Critique<br />1. Advertising for TimTam, why in the end just mother brand Arnott's? <br />2. Inconsistent message between advertising message and product packaging message.<br /> Recommendations<br />1. to focus on TimTam brand (Arnott’s brand can be small size besides TimTam brand)<br />2. to make message consistent in the product package.<br />
  • 19. Reference<br />Arnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, from<br />http://www.arnotts.com/history.aspx<br /> <br />Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx<br /> <br />Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33.<br />http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract<br /> <br />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<br /> <br />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<br /> <br />Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd<br /> <br />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<br /> <br />Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183.<br /> <br />Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia.<br /> <br />World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from <br />http://wn.com/TimTam_Lovers__TV_Commercial<br /> <br /> <br />

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