2. “OVER 50% OF AUSTRALIAN
CHILDREN AGED 9-13 DO NOT GET
ENOUGH CALCIUM”
-AUSTRALIAN NATIONAL CHILDREN’S
NUTRITION AND PHYSICAL ACTIVITY SURVEY

13. Brand Concept
Super Kid Milk
• Health
– Milk is a healthy product
• Fun
– Desperately needed
• Activity
– Less sedentary lifestyle

14. Target Audience
Ages 6-14

15. Genre
“A way of classifying text through style, form
and conventions, so audience can set their
expectations accordingly”
-King
• Mini action film
• Over-exaggerated acting

16. Intertextual Framing
“The concept that ideas do not exist in isolation
but rely on other texts to make meaning”
-Bainbridge
Stereotypes
• Brand logo is replication of Superman Logo
• Knowledge of superheroes
– Saving cats
– Cape and mask

17. Signs, Connotations and Denotations
“Something that signifies meaning. Denotations
are the most basic, obvious meanings.
Connotations are the indirect, analytical
meanings”
-Gripsrud

18. Milk
Denotations
• Calcium -> Strong bones, mind, body
Connotations
• Power drink
• Fuel for a superhero

19. Cape and Mask
Denotation
• Superhero uniform
Connotation
• Transformation from boy to superhero

20. Cat in the Tree
Denotation
• Stereotypical superhero deed
• Helping out mankind

21. Super Kid Logo
Signifier
• Inverted pentagon
• Red, yellow, blue
• Using intertextual framing, people recognize
this as reminiscent of the Superman logo

22. Summary
• Super Kids Milk
– Create brand concept that is fun, healthy active
– Appealing to target market of 6-14 year olds
– Utilize intertextual framing
– Identify the use of semiotics
– Genre of a mini action film
– Overall, makes drinking milk enjoyable

23. Clancy McNamara n9171291
Zoe McGinty n9186867
Madeleine Snaith n9165100