TimTam LoversGAO WENHONG

N7343825

The most indulgent chocolate biscuit

Table of Content Background Advertising Media Analysis Rhetorical analysis Semiotic analysis Conclusion and suggestion Reference

Background TimTam is a brand of chocolate biscuit snake food produced by

Arnott's Biscuits Holdings.

TimTam was first introduced to Australia market in 1964 by

Arnott’s, and name of TimTam was from a winning horse in

Kentucky Derby Race by one member of Arnott family—Ross Arnott

Arnott’s is No.1 biscuit brand in Australia and hold about

60% of market share in biscuit and consumed over 95% of household

(n.d.).

Media Analysis Definition

Media analysis was used to save costs, and provide insights by

analyzing a particular problem in order to generate effective

marketing and public relations campaigns (Dowling, 2011, p.26).

TechniquesRhetoricalSemioticNarrative Discourse Interpretative Conversation CriticalNormative

Rhetorical Analysis

Rhetorical Situation (context)Target Market of the advertising: Australia market. Arnott's took over 65% shares in the market from 2005 to 2009 as a market leader.

CompetitorsMain competitors for TimTam will be other chocolate brand such as: Cadbury, Kit Kat (Nestlé).

Intention of the message

To associate message ‘Indulgent’ into TimTam

Information Convey (Medium) What medium is used?TVC & Internet

Who is the audience?Male and female, age group from 18~35, around Australia, they tended to be not married or newly marriage.

What implications does this choice have?They look for more free time to do things what they want to do.

Message Content (Content)What is communicated?

To associate TimTam brand with the most indulgent chocolate biscuit.

Who is the author/speaker?

Michelle Sotheren is the production designer. Speakers of the

advertising were two persons (one male and one female)

How is it communicated

Angle of camera: slowly switched between long shot and close shot

Background: under the room environment

Music: a feeling of indulgence and outlaw

Brand: came out in the end

Semiotics Analysis

SignifierA male in the picture

SignifiedMale with one hand on his hip

SignificationConfidenceIndulgence

Male with one hand on his hip

SignifierA picture of female

SignifiedA female with arm crossing

SignificationRejection of the offering

Female arm cross

SignifierThe picture of room shape

SignifiedA home, private environment

SignificationHome is a place to relax and do whatever things you want to do

Room environment

SignifierGrape, shoes/clothes, Decorations

Signified Necessaries for human being.

SignificationThree levels of human needs according to Maslow’s Hierarchy of needs

Grapes, shoes/clothes, Decorations

Physiological needs

Egoistic needs

Self-actualization

SignifierA great amount of vapor state chocolate smokes

SignifiedTimTam Chocolate biscuit

SignificationThicknessMagic (linked back to indulgence)

Smokes of chocolate and Product

SignifierA suitcase carried by male

SignifiedA male walks out for business or trip

SignificationJob done, enjoy extra time and go out for entertainment, do anything you want to do.

Suitcase

Critique and recommendation Critique

1. Advertising for TimTam, why in the end just mother

brand Arnott's?

2. Inconsistent message between advertising

message and product packaging message.

Recommendations

1. to focus on TimTam brand (Arnott’s brand can be

small size besides TimTam brand)

2. to make message consistent in the product

package.

ReferenceArnott’s (n.d.). History of Arnott’s. Retrieved September 1st, 2011, fromhttp://www.arnotts.com/history.aspx Arnott’s (n.d.). Company Profile. Retrieved September 3rd, 2011, from http://www.arnotts.com.au/about-us/corporate-profile.aspx Dowling, Grahame (2011). Media analysis: what is it worth?. The Journal of business strategy(0275-6668), 32 (1), pp.26 – 33.http://www.emeraldinsight.com.ezp01.library.qut.edu.au/journals.htm?articleid=1896877&show=abstract Euromonitor International (2010). Biscuits in Australia. Retrieved September1st, 2011, from http://www.portal.euromonitor.com.ezp01.library.qut.edu.au/Portal/Handlers/accessPDF.ashx?c=06\PDF\&f=S-163372-18690006.pdf&code=TidTcRby0cjj8IbAFX4GzUHyn24%3d Grayson, L. (2011). KIP 424 Creative advertising: Introduction: Media analysis Techniques. (lecture notes). Retrieved September 1th. 2011, from http://blackboard.qut.edu.au/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1&url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_75109_1%26url%3D Hoyer. W.D., Maclnnis. D.J. (2008). CONSUMNER BEHAVIOR. Nelson Education, Ltd Schneyer, K.L. (2008). Rhetorical Analysis. Retrieved August 27th, 2011, from http://onlinelibrary.wiley.com.ezp01.library.qut.edu.au/doi/10.1111/j.1744-1722.1997.tb00060.x/pdf Semetsky, Inna (2007). Introduction: semiotics, education, philosophy. Studies in philosophy and education(0039-3746), 26 (3), pp. 179-183. Weerakkody, Niranjala. (2009). Research methods for Media and Communication. Oxford University Press: Australia. World News (2011). TimTam Lovers TV Commercial. Retrieved September 5th, 2011, from http://wn.com/TimTam_Lovers__TV_Commercial