Just Water

Introduction to Media and Communication:Assessment TwoAdvertising Story Board

Created by:Alana Chataway – n8326941Pat Walker – n8284326

“Branding is the process by which a company or product name becomes synonymous with a set of values, aspirations or states” (Vaid, 2003, 12)

• Intelligence• Success =

It’s Just WaterIt’s Just Water

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 deceptive2) Intelligent and successful people do not succumb to deceptive advertisements

1) Other advertisements are deceptive

• This reading is dependant upon other advertisements that associate product consumption with feelings and actions that the product cannot actually provide.

• Our advertisement follows the same structure of these advertisements, before pointing out the fact that the product is ‘Just Water’ and hence, the behaviours are unrealistic.

• 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).

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.

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).

Signifier 1: the suitThis 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 at a funeral

He is getting married

He is a business professional

He is graduating university

(MacLachlan et al, 1994, 4)

Signifier 2: The mans’ name badge which reads ‘Manager’

•All meaning derived from language is a result of presupposed language systems (Schirato et al, 1996, 24)• Hence the reader must understand the English language to arrive at the signified•The name badge is ambiguous, as it does not suggest what kind of manager the man is.• If the reader assumes he is the manager of a small store, they may not reachthe desired signified: that he isintelligent and successful.

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.

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.

• Two key denotations:1) Other advertisements are deceptive2) 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, whilst other brands will be tainted as deceptive.

• As a result, those who have, or aspire to have these attributes, or those who recognise the fraud of other brands, may favour ‘Just water’.

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#!

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