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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