This document is an advertising storyboard for the brand "Just Water" created by two students. It analyzes how the advertisement will be interpreted using theories of semiotics and textual analysis. It is believed readers will derive two key meanings: 1) Other advertisements are deceptive. 2) Intelligent and successful people do not fall for deceptive ads. The suit and name tag signs signify the man is a manager, and therefore intelligent and successful.
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Just Water Advertising Story Board
1. Just Water
Introduction to Media and Communication
Assessment Two
Advertising Story Board
Created by:
Alana Chataway – n8326941
Pat Walker – n8284326
2. “Branding is the process
by which a company or
product name becomes
synonymous with a set of
values, aspirations or
states” (Vaid, 2003, 12)
12. How will this advertisement be
interpreted?
Using theories of textual analysis and semiotics, we
believe the reader will derive two key denotations:
1) Other advertisements are deceptive
2) Intelligent and successful people do not succumb
to deceptive advertisements
13. 1) Other advertisements are deceptive
• This reading is dependant upon other texts
• Specifically, it is an example of critical
intertextuality, as our advertisement draws
attention to the deceptiveness of other
advertisements.
• Critical Intertextuality occurs when intertexts
are used to attack other texts, subvert
preferred meanings, and propose alternative
meanings (Gray, 2006, 37).
14. 2) Intelligent and successful people do
not succumb to deceptive
advertisements
• This reading results from two key signs.
• A sign is an element of a text that produces
meaning (Bainbridge et al, 2011, 169).
• A sign is comprised of a signifier, the physical
form of a sign, and the signified, the concept
created by the signifier (Harrington, 2012a).
15. Signifier 1: the suit
This signifier can result in a number of signifieds, reliant on the readers’ extratextual
knowledge (i.e experiental and textually mediated knowledge of the world) for
instance:
He is a business He is at a funeral
professional
He is graduating university He is getting married
(MacLachlan et al, 1994, 4)
16. Signifier 2: The mans’ name badge
which reads ‘Manager’
• Results in the signified that
the man is a manager
•All meaning derived from
language is a result of
presupposed language
systems (Schirato et al, 1996,
24)
• Hence only those who
understand the English
language can arrive at the
signified
17. The combination of these two signifiers
results in the signified that the man is a
manager, and therefore, intelligent and
successful.
18. • Two key denotations:
1) Other advertisements are deceptive
2) Intelligent and successful people do not
succumb to deceptive advertisements
• Provided this meaning is derived, our brand
‘just water’ will be associated with values of
intelligence and success.
• As a result, those who have, or aspire to have
these attributes, may favour ‘Just water’ over
other brands.
19. References:
Bainbridge, Jason; Goc, Nicola and Tynan, Liz. (2011). “Chapter 9: Media Texts” in
Media & Journalism: new approaches to theory and practice, South Melbourne:
Oxford University Press, 163-180. Accessed April 28, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_343558.pdf
Gray, Jonathan. (2006). “Chapter 1: Intertextuality and the Study of Texts” in
Watching with The Simpsons: television, parody, and intertextuality, London:
Routledge, 19-40. Accessed April 26, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_179008.pdf
Harrington, Stephen. 2012a. “KCB101 Introduction to Media and Communication:
Texts - Week 3”. YouTube video, posted March 12, 2012. Accessed April 18, 2012.
http://www.youtube.com/watch?v=cWdJuFp86N8&feature=player_embedded#!
20. Harrington, Stephen. 2012b. “KCB101 – Week 7”. Slidecast, posted April 18,
2012. Accessed April 22, 2012.
http://www.slideshare.net/Stephen_Harrington/kcb101-week-7
MacLachlan, Gale and Reid, Ian. (1994). “Framing Occurs, But There Is No
Frame” in Framing and interpretation, Carlton, Vic: Melbourne University
Press, 1-18. Accessed April 20, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_234892.pdf
Schirato, Tony and Yell, Susan. (1996). “Chapter 2: Signs and Meanings” in
Communication and cultural literacy: an introduction, St. Leonards, NSW:
Allen & Unwin, 22-42. Accessed April 20, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_315661.pdf
Vaid, Helen. (2003). “Chapter 1: Secrets of Branding Revealed” in Branding,
New York: Watson-Buptill Publications, 6-12. Accessed April 15, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_234894.pdf
Notas del editor
According to Vaid, “branding is the process by which a company or product name becomes synonymous with a set of values, aspirations, or states”. Our product is bottled water , a sector in which notable brands already exist, and hence, brand image may be detrimental to the products’ success.
Our product is bottled water , a sector in which notable brands already exist, and hence, brand image may be detrimental to the products’ success.
We have chosen to market our brand ‘Just Water’ toward those who have, or aspire to have, attributes of intelligence and success. Harrington states that advertising is a significant part of the branding process, and accordingly, an advertisement was created to communicate our brands’ image.
Our advertisement begins with a man on screen, wearing a suit, with a badge, which reads ‘manager’. He is surrounded in darkness
but as he drinks our bottled water his surroundings brighten.
Lively music starts playing, and people around the suited-man start cheering,
dancing, smiling and applauding him.
The man too starts dancing and smiling, seemingly due to the bottled water.
Suddenly, the music and exaggerated behavior stops.
The man then says, enlightened, “Its just water”.
But how will our text be interpreted? The process of deriving meaning from a text (known as reading) is automatic, and hence, textual analysis and semiotics (known as “the theory of signs”) can be employed to predict any readings that may arise. Harrington suggests that branding is concerned with attaching intended ‘connotative’ meanings to a product, and hence, an understanding of textual analysis and semiotics has not only helped to identify connotations, but has also allowed us to alter these connotations. Consequentially, we believe readers will derive two key meanings: The first is that other advertisements are deceptive, and the second - that intelligent and successful people do not succumb to deceptive advertisements.
The first reading – that other advertisements are deceptive – is dependant upon the readers’ knowledge of other texts, or as Bainbridge defines - intertextuality. This meaning is reliant on the readers’ knowledge of other advertisements that associate consumption of a product with feelings and actions that the product cannot actually provide. Our advertisement initially follows the structure of such advertisements, before highlighting that the product is ‘just water’ and hence, the behaivours are illogical. This is an example of ‘ critical intertextuality’, which according to Gray, occurs when intertexts are used to attack other texts, subvert preferred meanings, and propose alternative meanings. Hence, through critical intertextuality, the reader should conclude that other advertisements are deceptive.
The second reading - that intelligent, successful people do not succumb to deceptive advertising - results from two signs. Bainbridge defines a ‘sign’ as an element of a text that produces meaning. Harrington further explains that a sign is the combination of a signifier, the physical form of a sign, and the signified - the concept created by the signifier.
The first signifier is the mans’ suit. Our desired signified was that the man is a successful, intelligent, businessman. This signified is reliant on the readers’ extratextual knowledge, or, as defined by Maclachlan “experiential and textually mediated knowledge of the world” . As a readers’ extratextual knowledge concerning a suit may be vast, the suit signifier results in several signifieds, for instance a suit may be worn by a groom at a wedding or by mourners at a funeral.
In order to convey the desired signified, we have included a second signifier - the mans’ name-badge which reads manager. This signifier results in the signified, that the man is a manager. This sign is a language based-sign, and as outlined by Schirato any meaning derived from language is a result of presupposed language systems. The sign, therefore, is only relevant to those with knowledge of the English language system.
Based on these two signifiers, the reader can derive that the man is a manager, and therefore, intelligent and successful. Consequentially, they should conclude that, all people with these traits do not succumb to deceptive advertising.
Our advertisement results in two likely denotations: first, that other advertisements are deceptive, and secondly, that intelligent, successful people do not succumb to deceptive advertisements. Provided this meaning is derived, our brand ‘just water’ will be associated with values of intelligence and success, and consequentially, those who have, or aspire to have these attributes, may favour ‘Just water’ over other brands.