The document provides an introduction to a marketing campaign for a new pen brand called "Contour". It aims the pen at busy professional women aged 30-40. The logo, slogan, and storyboard commercial were designed to convey that the pen will provide "freedom, continuity, reliability, convenience and consistency" through its reliable yet flexible design. A target consumer is identified as a 35 year old professional married woman who juggles work and family and relies on products that are convenient, effortless, and reliable.

1. Introduction to Media Communication: Texts
Sophie Thatcher
Hannah Orr Lecturer: Dr Stephen Harrington
Bill Siganto Subject: KCB 101

3. The Product:
Cheap writing
pens for general
use

4. “CONTOUR” CONSISTENC
Y
RELIABILITY
CONVENIENCE
FREEDOM

5. The Target Audience:
busy, professional, working, A
ustralian women aged 30-40
years old

6. • Free-flowing
Contour shape, form or
continuous line.
• Something is
contoured to
fit or mould
into another
shape – this
suggests
convenience
and
adaptability

7. Contour
• Connotes a style of free-hand drawing
• Freedom, continuity, reliability, convenience and
consistency.

8. THE LOGO

9. • Storyboard – shows woman going through her
everyday activities which involve using a pen
• Consumers identify with with the need to write
in order to communicate in so many varied
everyday activities
• We always need a pen

10. • “Contour” - this pen will always be there
when its needed.
• It is reliable, convenient and consistent.
• Provides the desirable outcome of giving
the user of the pen a “free-hand life”
The Slogan

11. THE
STORYBOAR
D

23. = communicates a specific meaning to an intended
audience through the use of semiotics
= sells itself on providing users with
“the free – hand life”
It was important to identify a
target audience that would have
the deepest connection to the key
values expressed by “Contour”

24. WHO IS OUR TARGET AUDIENCE?
• She is a 35 year
old, professional, married, woman with a
husband and two kids
She overcomes stress and worry in her life through the
use of a product that is…….
Convenient, Effortless, Reliable

25. Signs for identifying the woman's’ role
Conventional sign:
Interactions with the children and
man suggest that she is a Mother
and Wife
Conventional sign:
Her presentation, her clothing = she
has a corporate job/she is
intelligent and hardworking

26. Message? = This woman leads an extremely
busy life (forced to juggle work and family)
Faced with many obstacles
Calmly reaching for “Contour” pen is a
CONVENTIONAL SIGN for an effortless solution to
these obstacles

27. • Smiling = Iconic sign showing that the woman
is relaxed and confident
Upbeat “feel – good music”
CIRCUMTEXTUALLY
FRAMES the text by
insinuating a
confident, hassle
free lifestyle

28. The “Contour” Pen will always be on the
bench, readily available as a……
Convenient, Effortless, and Reliable
product