“OVER 50% OF AUSTRALIAN CHILDREN AGED 9-13 DO NOT GET

ENOUGH CALCIUM” -AUSTRALIAN NATIONAL CHILDREN’S

NUTRITION AND PHYSICAL ACTIVITY SURVEY

SuperKids

Brand Concept

Super Kid Milk• Health– Milk is a healthy product

• Fun– Desperately needed

• Activity– Less sedentary lifestyle

Target Audience

Ages 6-14

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

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

Signs, Connotations and Denotations

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

Milk

Denotations• Calcium -> Strong bones, mind, body

Connotations• Power drink• Fuel for a superhero

Cape and Mask

Denotation• Superhero uniform

Connotation• Transformation from boy to superhero

Cat in the Tree

Denotation• Stereotypical superhero deed• Helping out mankind

Super Kid Logo

Signifier• Inverted pentagon• Red, yellow, blue• Using intertextual framing, people recognize

this as reminiscent of the Superman logo

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

Clancy McNamara n9171291Zoe McGinty n9186867Madeleine Snaith n9165100