KCB101 Assignment 2 Jo Mills, Katrin Langton & Rosanne Leung

1. ADVERTISEMENT STORYBOARD
BY KATRIN LANGTON, ROSANNE LEUNG AND JO MILLS
Magnifique

2. THE STORYBOARD
Magnifique

3. CREATING DESIRE
"Advertisers code their persuasive messages in all kinds of disguises to lead the consumer to focus on the exchange value of the commodities (Dimitri, 2009).
Part one

4. • Aim to generate a
desire for the
relaxation and
satisfaction of a
vacation.
• Brands establish an
emotional connection
between the target
audience and the
product.

5. RELATING TO THE BRAND
“Emotional Branding… focuses on the most compelling aspect of the human character: the desire to transcend material satisfaction” GOBE, 2009.
Part two

6. • Advertisements must:
• Introduce the
product in a way
consumers can
relate to.
• Create an
emotional
attachment to a
lifestyle.

7. HOW WE CAN FILL YOUR DESIRES
“Advertisers are the interpreters of our dreams… they infect the routine futility of our days with purposeful adventure.” (E.B. White in Beasley and Danesi 2002, v)
Part three

8. • Inter- and extratextual
framing devices allow the
viewer to denote the
intended meaning.
• ‘Magnifique’ establishes itself
as a descriptive for it's
consumers' lives.Magnifique

9. TO CONCLUDE…
Magnifique

10. REFERENCE LIST
 Beasley, Ron and Marcel Danesi. 2002. Persuasive Signs – The Semiotics of Advertising. Berlin, New York:
Mouton de Gruyter. (p. v(preface); 56)
 Dimitri, M. 2009. "Socio-semiotic analysis of print advertisements for luxury products." Semoitica 120 (2): 181-
206. Accessed April 21, 2012. doi: 10.1515/semi.1998.120.1-2.181.
 Gobé, Marc. 2001. Emotional branding: the new paradigm for connecting brands to people. New York:
Allworth Press. (pg. xix, xx, xxx)
 Harrington, Stephen. 2012a. “Media and Communication Texts – Week 3.” YouTube video, posted March
12th. Accessed April 25th, 2013.
http://www.youtube.com/watch?feature=player_embedded&v=cWdJuFp86N8#!
 Harrington, Stephen. 2012b. “Media and Communication Texts – Week 4.” YouTube video, posted March
19th. Accessed April 25th, 2013.
http://www.youtube.com/watch?feature=player_embedded&v=A1sxvgbJE44#!
 VAID, Helen. 2003. “Chapter 1: Secrets of Branding Revealed”. Branding. 18. Watson-Buptill Publications.
New York.