Sophie ThatcherHannah OrrBill Siganto Lecturer: Dr Stephen HarringtonSubject: KCB 101

Introduction to Media Communication: Texts

Advertisement Storyboard

Contour

For the fre

e – hand

life!

The Product: Cheap writing

pens for general use

“CONTOUR”

FREEDOM

CONSISTENCY

RELIABILITY

CONVENIENCE

The Target Audience: busy, professional, working, Australian women aged 30-40 years old

• Free-flowing shape, form or continuous line.

• Something is contoured to fit or mould into another shape – this suggests convenience and adaptability

Contour

Contour

• Connotes a style of free-hand drawing

• Freedom, continuity, reliability, convenience and consistency.

THE LOGO

• Storyboard – shows woman going through her everyday activities which involve using a pen

• Consumers identify with with the need to write in order to communicate in so many varied everyday activities

• We always need a pen

• “Contour” - this pen will always be there when its needed.

• It is reliable, convenient and consistent.

• Provides the desirable outcome of giving the user of the pen a “free-hand life”

The Slogan

THE STORYBOAR

D

CONTOUR = communicates a specific meaning to an intended audience through the use of semiotics

= sells itself on providing users with

“the free – hand life”

It was important to identify a target audience that would have the deepest connection to the key values expressed by “Contour”

WHO IS OUR TARGET AUDIENCE?

• She is a 35 year old, professional, married, woman with a husband and two kids

She overcomes stress and worry in her life through the use of a product that is…….

Convenient, Effortless, Reliable

Signs for identifying the woman's’ role

Conventional sign:Interactions with the children and man suggest that she is a Mother and Wife

Conventional sign:Her presentation, her clothing = she has a corporate job/she is intelligent and hardworking

Message? = This woman leads an extremely busy life (forced to juggle work and family)

Faced with many obstacles

Calmly reaching for “Contour” pen is a CONVENTIONAL SIGN for an effortless solution to these obstacles

• Smiling = Iconic sign showing that the woman is relaxed and confident

Upbeat “feel – good music”

CIRCUMTEXTUALLY FRAMES the text by insinuating a confident, hassle free lifestyle

The “Contour” Pen will always be on the bench, readily available as a……

Convenient, Effortless, and Reliable product