Timtam Lover


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Timtam Lover

  1. 1. TimTam Lovers<br />GAO WENHONG<br />N7343825<br />The most indulgent chocolate biscuit<br />
  2. 2. Table of Content<br /> Background<br />Advertising<br />Media Analysis<br />Rhetorical analysis<br /> Semiotic analysis<br />Conclusion and suggestion<br />Reference<br />
  3. 3. Background <br /><ul><li>TimTam is a brand of chocolate biscuit snake food produced by Arnott's Biscuits Holdings.
  4. 4. TimTam was first introduced to Australia market in 1964 by Arnott’s, and name of TimTam was from a winning horse in Kentucky Derby Race by one memberof Arnott family—Ross Arnott
  5. 5. Arnott’s is No.1 biscuit brand in Australia and hold about</li></ul>60% of market share in biscuit and consumed over 95% of household (n.d.).<br />
  6. 6. Media Analysis<br /> Definition<br />Media analysis was used to save costs, and provide insights by analyzing a particular problem in order to generate effective marketing and public relations campaigns (Dowling, 2011, p.26). <br />Techniques<br />Rhetorical<br />Semiotic<br />Narrative <br />Discourse <br />Interpretative <br />Conversation <br />Critical<br />Normative<br />
  7. 7. RhetoricalAnalysis<br />
  8. 8. Rhetorical Situation (context)<br />Target Market of the advertising: <br />Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader.<br />Competitors<br />Main competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé). <br />Intention of the message<br />To associate message ‘Indulgent’ into TimTam <br />
  9. 9. Information Convey (Medium)<br />What medium is used?<br />TVC & Internet<br /> Who is the audience?<br />Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage.<br /> What implications does this choice have?<br />They look for more free time to do things what they want to do.<br />
  10. 10. Message Content (Content)<br />What is communicated?<br />To associate TimTam brand with the most indulgent chocolate biscuit.<br />Who is the author/speaker?<br />Michelle Sotheren is the production designer. Speakers of the advertising were two persons (one male and one female) <br />How is it communicated <br />Angle of camera: slowly switched between long shot and close shot <br />Background: under the room environment<br />Music: a feeling of indulgence and outlaw<br />Brand: came out in the end<br />
  11. 11. Semiotics Analysis<br />
  12. 12. <ul><li> Male with one hand on his hip</li></ul>Signifier<br />A male in the picture<br />Signified<br />Male with one hand on his hip<br /> Signification<br />Confidence<br />Indulgence<br />
  13. 13. <ul><li>Female arm cross</li></ul>Signifier<br />A picture of female<br />Signified<br />A female with arm crossing<br />Signification<br />Rejection of the offering<br />
  14. 14. <ul><li> Room environment</li></ul>Signifier<br />The picture of room shape<br />Signified<br />A home, private environment<br /> Signification<br />Home is a place to relax and do whatever things you want to do<br />
  15. 15. <ul><li> Grapes, shoes/clothes, Decorations</li></ul>Physiological needs<br />Signifier<br />Grape, shoes/clothes, Decorations<br />Signified <br />Necessaries for human being. <br />Signification<br />Three levels of human needs according <br />to Maslow’s Hierarchy of needs<br /> Egoistic needs<br />Self-actualization<br />
  16. 16. <ul><li> Smokes of chocolate and Product</li></ul>Signifier<br />A great amount of vapor state chocolate smokes<br />Signified<br />TimTam Chocolate biscuit<br /> Signification<br />Thickness<br />Magic (linked back to indulgence) <br />
  17. 17. <ul><li> Suitcase</li></ul>Signifier<br />A suitcase carried by male <br />Signified<br />A male walks out for business or trip<br /> Signification<br />Job done, enjoy extra time and go out for entertainment, do anything you want to do.<br />
  18. 18. Critique and recommendation <br />Critique<br />1. Advertising for TimTam, why in the end just mother brand Arnott's? <br />2. Inconsistent message between advertising message and product packaging message.<br /> Recommendations<br />1. to focus on TimTam brand (Arnott’s brand can be small size besides TimTam brand)<br />2. to make message consistent in the product package.<br />
  19. 19. Reference<br />Arnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, from<br />http://www.arnotts.com/history.aspx<br /> <br />Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx<br /> <br />Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33.<br />http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract<br /> <br />Euromonitor International (2010). Biscuits in Australia. Retrieved September1st, 2011, from http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Handlers/accessPDF.ashx?c=06PDF&f=S-163372-18690006.pdf&code=TidTcRby0cjj8IbAFX4GzUHyn24%3d<br /> <br />Grayson, L. (2011).KIP 424 Creative advertising: Introduction: Media analysis Techniques. (lecture notes). Retrieved September 1th. 2011, from http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_75109_1%26url%3D<br /> <br />Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd<br /> <br />Schneyer, K.L. (2008). Rhetorical Analysis. Retrieved August 27th, 2011, from http://onlinelibrary.wiley.com.ezp01.library.qut.edu.au/doi/10.1111/j.1744-1722.1997.tb00060.x/pdf<br /> <br />Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183.<br /> <br />Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia.<br /> <br />World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from <br />http://wn.com/TimTam_Lovers__TV_Commercial<br /> <br /> <br />