1. White Knight Toothpaste
Saves The Day
Rachael Pluta - 8805148
Emily Dickson - 8602298
Jane Magoffin- 8858161

2. Branding is the process by which a company, a
product name, or an image becomes synonymous
with a set of values, aspirations or states
Helen Vain

3. Brand Concept
Our brand concept is to enhance people’s lives by
assisting them in perfecting their dating and romantic
ventures

4. A clear starry night

5. Car arriving home after their
date

6. House with a White Picket Fence

7. Young Male
dressed in a
suit

8. Beautiful young
woman in a red
dress

9. Young male & female
walking hand in hand

10. Young happy couple
about to kiss after their
first date

11. MAKE HER
FAINT FOR THE
RIGHT REASON

12. WHITE KNIGHT TOOTHPASTE
Saves the day

13. Intertextual Framing
Through shared key elements audience is able to
draw upon their past experiences of romantic comedy
texts to deduce that the genre of this toothpaste
advertisement is a romantic comedy

14. Extratextual Framing
“Life should be better and
fuller and richer”
James Truslow Adams in 1931

15. Conventional Sign
The colour red subtly evokes feelings of eroticism
and is often used to emphasise a passionate,
romantic relationship

16. Index
The girl fainting is an index of the males horrid breath
to reinforce the comedic genre of the advertisement.
The use of this index reinstates to our audiences that
they would only be able to achieve the perfect first
date kiss if they were users of White Knight
Toothpaste.

17. Our mission for White Knight Toothpaste is
to enhance people’s lives by assisting
them in perfecting their dating and
romantic ventures

18. WHITE KNIGHT TOOTHPASTE
Saves the day