Presentation Creative intro

1. TimTam Lovers GAO WENHONG N7343825 The most indulgent chocolate biscuit

2. Table of Content Background Advertising Media Analysis Rhetorical analysis Semiotic analysis Conclusion and suggestion Reference

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. Arnott’s is No.1 biscuit brand in Australia and hold about60% of market share in biscuit and consumed over 95% of household (n.d.).

6. Media Analysis Definition 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). Techniques Rhetorical Semiotic Narrative Discourse Interpretative Conversation Critical Normative

7. RhetoricalAnalysis

8. Rhetorical Situation (context) Target Market of the advertising: Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader. Competitors Main competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé). Intention of the message To associate message ‘Indulgent’ into TimTam

9. Information Convey (Medium) What medium is used? TVC & Internet Who is the audience? Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage. What implications does this choice have? They look for more free time to do things what they want to do.

10. Message Content (Content) What is communicated? To associate TimTam brand with the most indulgent chocolate biscuit. Who is the author/speaker? Michelle Sotheren is the production designer. Speakers of the advertising were two persons (one male and one female) How is it communicated Angle of camera: slowly switched between long shot and close shot Background: under the room environment Music: a feeling of indulgence and outlaw Brand: came out in the end

11. Semiotics Analysis

18. Critique and recommendation Critique 1. Advertising for TimTam, why in the end just mother brand Arnott's? 2. Inconsistent message between advertising message and product packaging message. Recommendations 1. to focus on TimTam brand (Arnott’s brand can be small size besides TimTam brand) 2. to make message consistent in the product package.

19. Reference Arnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, from http://www.arnotts.com/history.aspx Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33. http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract 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=06DFamp;f=S-163372-18690006.pdf&code=TidTcRby0cjj8IbAFX4GzUHyn24%3d 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 Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd 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 Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183. Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia. World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from http://wn.com/TimTam_Lovers__TV_Commercial