Brand Concept
Super Kid Milk
• Health
– Milk is a healthy product
• Fun
– Desperately needed
• Activity
– Less sedentary l...
Target Audience
Ages 6-14
Intertextual Framing
“The concept that ideas do not exist in isolation
but rely on other texts to make meaning”
-Bainbridg...
Signs, Connotations and Denotations
“Something that signifies meaning. Denotations
are the most basic, obvious meanings.
C...
Milk
Denotations
• Calcium -> Strong bones, mind, body
Connotations
• Power drink
• Fuel for a superhero
Cape and Mask
Denotation
• Superhero uniform
Connotation
• Transformation from boy to superhero
Cat in the Tree
Denotation
• Stereotypical superhero deed
• Helping out mankind
Summary
• Super Kids Milk
– Create brand concept that is fun, healthy active
– Appealing to target market of 6-14 year old...
Assignment
Assignment
Assignment
Assignment
Assignment
Assignment
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Assignment

  1. 1. Brand Concept Super Kid Milk • Health – Milk is a healthy product • Fun – Desperately needed • Activity – Less sedentary lifestyle
  2. 2. Target Audience Ages 6-14
  3. 3. Intertextual Framing “The concept that ideas do not exist in isolation but rely on other texts to make meaning” -Bainbridge Stereotypes • Brand logo is replication of Superman Logo • Knowledge of superheroes – Saving cats – Cape and mask
  4. 4. Signs, Connotations and Denotations “Something that signifies meaning. Denotations are the most basic, obvious meanings. Connotations are the indirect, analytical meanings” -Gripsrud
  5. 5. Milk Denotations • Calcium -> Strong bones, mind, body Connotations • Power drink • Fuel for a superhero
  6. 6. Cape and Mask Denotation • Superhero uniform Connotation • Transformation from boy to superhero
  7. 7. Cat in the Tree Denotation • Stereotypical superhero deed • Helping out mankind
  8. 8. Summary • Super Kids Milk – Create brand concept that is fun, healthy active – Appealing to target market of 6-14 year olds – Utilize intertextual framing – Identify the use of semiotics – Overall, makes drinking milk enjoyable

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