GET BOTH SIDES Campaign Analysis By Kavita Srinivasan
The Campaign
Creative Strategy Analysis <ul><li>Semiotics  </li></ul><ul><li>(Textual Analysis) </li></ul><ul><ul><li>Signifiers </li><...
Sign <ul><li>Signifiers </li></ul>Dead Alive Face Slogan Logo
Sign <ul><li>Signified </li></ul>Terrorism War Politics “OPINION” “FAIR” “UNBIASED” “WE TELL EVERYTHING”
Reality and Modality <ul><li>Relevance to the scenario </li></ul><ul><li>Politically opinioned magazine </li></ul><ul><li>...
Paragmatics <ul><li>Paradigms </li></ul><ul><li>All advertisements are a different set of paradigms sending the same messa...
Syntagmatics and Anchoring <ul><li>Structures </li></ul><ul><li>War and Peace </li></ul><ul><li>The face </li></ul><ul><li...
Market and Channel <ul><li>The campaign is aimed at developing a trust factor amongst its readers </li></ul><ul><li>Its wi...
Suggestions <ul><li>TV Campaign would have globalize the magazine more </li></ul><ul><li>The successive campaigns should b...
Open House! <ul><li>Which of the advertisements do you find the most interesting and why?  </li></ul><ul><li>Do you find a...
 
 
 
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Veja Magazine Campaign Analysis

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Get Both Sides

  1. 1. GET BOTH SIDES Campaign Analysis By Kavita Srinivasan
  2. 2. The Campaign
  3. 3. Creative Strategy Analysis <ul><li>Semiotics </li></ul><ul><li>(Textual Analysis) </li></ul><ul><ul><li>Signifiers </li></ul></ul><ul><ul><li>Signified </li></ul></ul><ul><ul><li>Sytagmatic </li></ul></ul><ul><ul><li>Paragmatic </li></ul></ul><ul><ul><li>Intertextuality </li></ul></ul>
  4. 4. Sign <ul><li>Signifiers </li></ul>Dead Alive Face Slogan Logo
  5. 5. Sign <ul><li>Signified </li></ul>Terrorism War Politics “OPINION” “FAIR” “UNBIASED” “WE TELL EVERYTHING”
  6. 6. Reality and Modality <ul><li>Relevance to the scenario </li></ul><ul><li>Politically opinioned magazine </li></ul><ul><li>Critical </li></ul><ul><li>The strategy is aptly timed </li></ul><ul><li>All the ads in the campaign reflect the same setup in the same time </li></ul>
  7. 7. Paragmatics <ul><li>Paradigms </li></ul><ul><li>All advertisements are a different set of paradigms sending the same message </li></ul><ul><li>Each of them is mutually exhaustive </li></ul><ul><li>Give rise to different structures with the same symbols </li></ul><ul><li>The close up signifiers </li></ul><ul><li>Dead </li></ul><ul><li>Alive </li></ul><ul><li>Osama Bin Laden </li></ul><ul><li>“Get Both Sides” </li></ul><ul><li>Logo </li></ul><ul><li>Colors </li></ul><ul><li>Positioning </li></ul>
  8. 8. Syntagmatics and Anchoring <ul><li>Structures </li></ul><ul><li>War and Peace </li></ul><ul><li>The face </li></ul><ul><li>The logo </li></ul><ul><li>The slogan </li></ul><ul><li>Spatially Connected </li></ul><ul><li>The slogan anchors the image! </li></ul>
  9. 9. Market and Channel <ul><li>The campaign is aimed at developing a trust factor amongst its readers </li></ul><ul><li>Its widely read in the age group of 12-64 </li></ul><ul><li>Creative strategy overplays the market effort </li></ul><ul><li>Its an ad for an ad space (magazine) </li></ul><ul><li>Print media is obviously the choice </li></ul><ul><li>Internet market targeted through Veja Online! </li></ul>
  10. 10. Suggestions <ul><li>TV Campaign would have globalize the magazine more </li></ul><ul><li>The successive campaigns should be carefully designed </li></ul><ul><li>A broader campaign liberating it from a politically intense reading product </li></ul>
  11. 11. Open House! <ul><li>Which of the advertisements do you find the most interesting and why? </li></ul><ul><li>Do you find a co-relation between the ads in the campaign beyond the signs? </li></ul><ul><li>Have you heard of Veja’s ad?  </li></ul><ul><li>NOW… </li></ul>
  12. 15. THANK YOU!

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