1. Just Water
Introduction to Media and Communication:
Assessment Two
Advertising Story Board
Created by:
Alana Chataway â n8326941
Pat Walker â n8284326
2. âBranding is the process
by which a company or
product name becomes
synonymous with a set of
values, aspirations or
statesâ (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
âą This reading is dependant upon other
advertisements that associate product
consumption with feelings and actions that
the product cannot actually provide.
âą Our advertisement follows the same structure
of these advertisements, before pointing out
the fact that the product is âJust Waterâ and
hence, the behaviours are unrealistic.
14. âą Specifically, it is an example of critical
intertextuality, as our advertisement draws
attention to the deceptiveness of other
advertisements.
âą Critical Intertextuality occurs when intertexts
are used to attack other texts, subvert
preferred meanings, and propose alternative
meanings (Gray, 2006, 37).
15. Based on this, the reader should conclude that
other advertisements and their associated
brands are deceptive, making the reader more
inclined to purchase our brand over others.
16. 2) Intelligent and successful people do
not succumb to deceptive
advertisements
âą This reading results from two key signs.
âą A sign is an element of a text that produces
meaning (Bainbridge et al, 2011, 169).
âą A sign is comprised of a signifier, the physical
form of a sign, and the signified, the concept
created by the signifier (Harrington, 2012a).
17. Signifier 1: the suit
This signifier can result in a number of signifieds, reliant on the readersâ 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)
18. Signifier 2: The mansâ name badge
which reads âManagerâ
âąAll meaning derived from language is a result of
presupposed language systems (Schirato et al, 1996,
24)
âą Hence the reader must understand the English
language to arrive at the signified
âąThe name badge is ambiguous, as it does not
suggest what kind of manager the man is.
âą If the reader assumes he is the manager of a
small store, they may not reach
the desired signified: that he is
intelligent and successful.
19. The combination of the two signifiers,
however, results in the signified that the man
is a manager of a formal (rather than
standard) company, and therefore, it is
assumed he is intelligent and successful.
20. Consequentially, if the reader believes they
have, or aspire to have attributes of success
and intelligence, they may be prompted to
purchase our brand rather than other brands.
21. âą Two key denotations:
1) Other advertisements are deceptive
2) Intelligent and successful people do not
succumb to deceptive advertisements
âą Provided this meaning is derived, our brand
âjust waterâ will be associated with values of
intelligence and success, whilst other brands
will be tainted as deceptive.
âą As a result, those who have, or aspire to have
these attributes, or those who recognise the
fraud of other brands, may favour âJust waterâ.
22. References:
Bainbridge, Jason; Goc, Nicola and Tynan, Liz. (2011). âChapter 9: Media Textsâ 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). âChapter 1: Intertextuality and the Study of Textsâ 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. âKCB101 Introduction to Media and Communication:
Texts - Week 3â. YouTube video, posted March 12, 2012. Accessed April 18, 2012.
http://www.youtube.com/watch?v=cWdJuFp86N8&feature=player_embedded#!
23. Harrington, Stephen. 2012b. âKCB101 â Week 7â. Slidecast, posted April 18,
2012. Accessed April 22, 2012.
http://www.slideshare.net/Stephen_Harrington/kcb101-week-7
MacLachlan, Gale and Reid, Ian. (1994). âFraming Occurs, But There Is No
Frameâ 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). âChapter 2: Signs and Meaningsâ 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). âChapter 1: Secrets of Branding Revealedâ in Branding,
New York: Watson-Buptill Publications, 6-12. Accessed April 15, 2012.
https://cmd.library.qut.edu.au/KCB101/KCB101_BK_234894.pdf
Hinweis der Redaktion
According to Vaid, âbranding is the process by which a company or product name becomes synonymous with a set of values, aspirations, or statesâ. Our product is bottled water , a sector in which notable brands already exist, and hence, brand image may be detrimental to the productsâ success.
Our product is bottled water , a sector in which notable brands already exist, and hence, brand image may be detrimental to the productsâ success.
We have chosen to market our brand âJust Waterâ 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 brandsâ image.
Our advertisement begins with a man on screen, wearing a suit, with a badge, which reads âmanagerâ. 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, âIts just waterâ.
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 âthe theory of signsâ) can be employed to predict any readings that may arise. Harrington suggests that branding is concerned with attaching intended âconnotativeâ 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 â that other advertisements are deceptive â is dependant upon the readersâ knowledge of other texts, or as Bainbridge defines - intertextuality. This meaning is reliant on the readersâ 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 âjust waterâ and hence, the behaivours are illogical.
This is an example of â critical intertextualityâ, 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 âsignâ 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 mansâ suit. Our desired signified was that the man is a successful, intelligent, businessman. This signified is reliant on the readersâ extratextual knowledge, or, as defined by Maclachlan âexperiential and textually mediated knowledge of the worldâ . As a readersâ 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 mansâ 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 âjust waterâ will be associated with values of intelligence and success, and consequentially, those who have, or aspire to have these attributes, may favour âJust waterâ over other brands.
