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
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
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
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)
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