1. Peta McLean (N8276765)
Kelly Kerr (N8295697)
Johanna Hull (N8801215)

2.  “judging the value of something has become much more difficult
because a products value has more and more become about
fashion and perception”
Charles Leadbeater
 Pure Earth Linen
 Increasing trends in consumption of environmentally conscious
products
 Eco-friendly brand/product
 Trustworthy brand with high quality products
 Available at high-end, yet affordable retailers – Myer and David Jones

3.  Communications
 Specific message – highest quality of organic products
 Specific audience – humanitarians and earth-lovers
 Semiotics – creating an understanding of communication through signs
 Pure Earth Linen
 Brand values: purity, organic, trustworthiness, eco-friendly
 Extratextual Framing
 Draws on assumed knowledge
 Our advertisement: draws on signs and images – relies on the audiences
ability to draw on prior knowledge of these images

5. FRAME 1
LONG SHOT
TROPICAL SETTING WITH A DAY LOUNGE. PURE EARTH BED LINEN
FLOWS PEACEFULLY THROUGH THE WIND.
CUE SONG: AT LAST BY ETA JAMES

6. FRAME 2
CELEBRITY ENDORSEMENT: ANGELINA JOLIE
TROPICAL BACKGROUND
SHE APPEARS (CLOSE UP SHOT) – WALKING SLOWLY AMONGST THE
FLOWING SHEETS
WEARING ALL WHITE OUTFIT

7. FRAME 3
ANGELINA IS SEARCHING THROUGH THE FLOWING SHEETS (LONG SHOT)
TROPICAL BACKGROUND
SHE IS MOVING/PUSHING THROUGH THE FLOWING SHEETS AROUND
HER.
WALKING IN MOTION WITH THE SONG

8. FRAME 4
CELEBRITY: BRAD PITT
TROPICAL BACKGROUND
APPEARS (CLOSE UP SHOT)
WALKING FROM ANOTHER DIRECTION – WALKING AMONGST THE
FLOWING SHEETS
ALSO WEARING ALL WHITE

9. FRAME 5
TROPICAL BACKGROUND
BRAD IS NOW PUSHING/SEARCHING THROUGH THE FLOWING SHEETS
(LONG SHOT)
WALKS IN TIME WITH SONG

10. FRAME 6
BOTH ANGELINA AND BRAD WALK THROUGH THE SHEETS. BUT THIS
SHOT ONLY FOCUSES ON THEIR HANDS.
(MEDIUM SHOT) THEIR HANDS DRIFT THROUGH THE SHEETS AND MEET
EACH OTHER.

11. FRAME 7
(LONG SHOT) THE SHEETS FALL AND BRAD AND ANGELINA ARE NOW FACING ONE
ANOTHER, SURROUNDED BY THE SHEETS AND THE TROPICAL SETTING WITH THE
DAY BED BEHIND THEM.
FINAL SHOT ENCOURAGES THOUGHTS OF ROMANCE AND RELAXATION.

12. FRAME 8
PURE EARTH BED LINEN AVAILABILITIES.
THIS IS TO PROMOTE THE LUXURY AND QUALITY OF THE BRAND.
Available In Store and Online
@