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Max pirsky presentation
- 1. SEMIOTICS Burton Snowboards Advertisement analysis
- 2. 1 ROCKWELL Rockwell is a slab serif font, where the serifs are unbracketed and similar in weight to the horizontal strokes of the letters. The typeface was designed at the Monotype foundry’s in-house design studio in 1934. Rockwell is a geometric modern slab serif font, best used for headlines. The reason I chose Rockwell for my presentation is the fact that it can be playful as well as serious. This nicely represents the ads I’ve chosen because of the different variety of tone amongst them.
- 3. 2 1. ANTI-CAMO Icon: binding Index: “Anti-Camo” slogan, company description strata Symbol: wicked bastard logo, burton B symbol Name: burton logo Evaluation: bad Potency: weak Activity: passive Strata: top of binding, top of logos Veins: background, binding, logos strata
- 4. 3 2. FLYING ‘R’ Icon: people, letters, snowboard Index: typography, descriptions strata Symbol: single B, U, R, T, O, N letters Name: burton Evaluation: good Potency: strong vein Activity: active Strata: top of jumping guy, top of people, top of strata snow Veins: sky, people with letters, snow, orange bar strata vein strata
- 5. 4 3. WHOA Icon: snowboarder, snow Index: descriptive typography strata Symbol: burton B logo Name: burton strata Evaluation: good Potency: strong vein Activity: active Strata: top of jumping guy, WHOA word + descrip- tion, top of yellow note with burton logo Veins: snow background, snowboarder, typogra- phy, logo strata vein strata
- 6. 5 4. JUST ADD WINTER Icon: snowboard, chairs, trees, clouds, boots, jacket, goggles, beanie Index: descriptive typography, headline Symbol: burton B logo strata Name: burton strata Evaluation: bad strata Potency: weak Activity: passive Strata: top of houses, top of snowboard, top of guy’s head, top of logo, top of headline Veins: sky, houses, trees, chairs, guy + snowboard, typography + logo strata strata
- 7. 6 5. DANNY DAVIS Icon: typography, person, snowboard, boot, bind- strata ing Index: taglines, headline Symbol: burton B logo Name: burton Evaluation: good strata Potency: strong Activity: active Strata: top of guy’s head and foot, top of typography, top of tagline on bottom right Veins: background, guy’s head, guy’s foot + snow- board, headline vein strata
- 8. 7 6. PEACE SELLS Icon: snowboarder, snow, guy on ground Index: typography strata Symbol: hand with peace sign, hand with middle finger Name: strata Evaluation: bad strata Potency: weak Activity: active Strata: top of snowboarder + typography, top of sculptures, top of guy on ground strata Veins: background, snowboarder in the air, hand sculptures, guy on ground
- 9. 8 7. TADASHI & FRIENDS Icon: people, magazine, mirrors, chairs, lamps, clock cupboards, walls, model’s clothing Index: headline, description Symbol: burton B logo strata strata Name: burton Evaluation: bad Potency: weak Activity: passive Strata: top of barber, top of other models, top of bar with logos and headline Veins: mirrors reflection, wall, people, blue bar with logos vein vein strata
- 10. 9 8. JUST ADD WINTER #2 Icon: model, clothing, goggles, snowboard, strata lawn, bench, bus stop sign, billboard, road, clouds, sky Index: descriptive typography, headline Symbol: burton B logo strata strata Name: burton Evaluation: bad Potency: weak Activity: passive Strata: top of bus stop sign, top of billboard in background, top of guy sitting on the bench, top of logo, top of headline strata Veins: sky, road, billboards, bus stop, model, logo and headline strata
- 11. 10 9. TO CREATE, YOU MUST DESTROY Icon: snow, trees, snowboarder Index: ad tagline Symbol: burton B logo Name: Evaluation: good Potency: strong Activity: active Strata: top of typography and logo, top of strata snowboarder strata Veins: snow, trees, snowboarder, logo, typography strata
- 12. 11 10. BURTON STAR WARS strata Icon: little green man, wood, trees, snow, people Index: experience sierra at tahoe (explanatory strata text) strata Symbol: yoda, burton B logo, star wars logo Name: burton, star wars Evaluation: bad Potency: weak Activity: passive strata Strata: top of typography, top of trees, top of yoda, top of wood trunk, top of tree trunk under yoda strata Veins: sky, trees, snow, park (tree trunks), people, yoda, logos
- 13. BRAND PLACEMENT CHART 12 UTOPIA Burton Future Practical Lib Tech DC Ride Forum Oriented Nitro Neversummer Capita CRITICAL PLAYFUL K2 Distance Emotional from product Attachment Salomon Rossignol PRACTICAL
- 14. AD MODIFICATION 13 Fa l l i n g d ow n i s . . . PA I N F U L .
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