Zoozoo Presentation
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Vodaf one Zo oz oo C amp aig n -A S emi oti c A na lysi s
Ashish Milan
Rajashekhar Ritika Vipul
zoozoo? ? ?
Zooo OOOz O Zooo o ads oooOO zoozooooooooooooooooooos Zooz ooing o Z o oomp g o n o i o ly gre O o O Z o o Z at o o pla a o o m o A o o o zoo zoo o o Zoo o ZOOBOULOUS o o o ! , o o, xt> e o o h s o i ZooZO h z
depiction of the characters
depiction of the characters
Sign ifie rs
Sign ifie d
Bu ilt & T raits:
Notness Pri ncip le :
Disproportionate
Stick like egg-headed figures
Limited facial expressions
Round bellied
Softness
Movements are hurried and comical
• Not aggressive • Not handsome • Not complicated • Not glamourous • Not robotic, mechanical • Not intimidating The absence of all of these signify that they are more approachable, simplistic beings who are fun to have around –
Images they Invoke!!
Jaadu •
Pingu Hobbits
•
• •
Noddy
Pilsbury dough boy Wall-E Teletubbies Casper
Cha ract eris ti cs ea ch l ends to ZooZ oo s:
Cute
Quirky
Cuddly
Genderless
Alien Species
Humanlike
Harmless
Kiddish
Archetype: Child
Humourous Not complicated Dumb Full of life Simple Approachable Adorable
What do these characteristics convey? Familiarity Cartoons we used to watch as kids Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about Does not produce bias of any kind(class, creed, religion…)
environment study
environment study
Si gni fi er
Objects Brick walls
Si gni fi ed
Lamp Posts Buildings
Outdoors
Minimalistic
Very basic structures, cars
Mundane life- shows ironical situations
Small problems to resolve
Depicts a World
Trees Streets
Urban setting
between reality and animation
something that is known yet so not known to us
behave similar but look different
Idealistic world you would want
Sign ifie rs
Sign ifie d
The use of the colour grey
Colours used only in case of
the scene and reflect
flowers, bow of the female
like say someone falling,
To free up the clutter from
some discrete objects –
situations that are ordinary,
Zoozoo, vegetables
which everyone finds hilarious.
To spoof the simple things in life
Grey is a neutral colour. It doesn’t distract from the message conveyed and
Fantas y
Reality
Zoozoo World
sound and video
sound and video
Sign ifie rs
Speech Unintelligible Pitch & Tempo Gibberish
Sign ifie d
Speech looks like the mumbling of kids or people gossiping
The emotions are effectively conveyed by the pitch.
Transcends global culture and language barriers.
Camera Angles No close shots Inanimate objects eg: Eiffel Tower form the centre of the surrounding
context & narrative
Context Analysis
Glamour
Colourfu Adrlenaline Vibrant
Drama
Loud
Mundan e
Animated
Sober Celebrit y Humour
Simple Grey
Narrative Linear Around 25sec No background music Revolves around the mundane things in life Slice of the Zoozoo world
analysis of the advertisement: 1. GROUP sms
analysis of the advertisement: 1. GROUP sms
Dominant Images in the AD
Characters • ZooZoo 1: A Kid • ZooZoo 2: The Bully • ZooZoo 3,4,5&6 : Friends of the kid.
Objects • Lamp Post • Bench • Silhouettes of buildings
Describe the Characters
The Kid – Shown playing with a ping pong ball
The bully – Slightly larger in size than the other kid, has a facial expression similar to a smirk
The friends- All of them of the same size as the kid, so as to drive home the impression that the friends are just like him
Symbolism of the Characters
The ad shows a kid who is playing alone and is being disturbed by a bully. The scene depicts a situations which many of us faced in our childhood, a younger kid is always treated like an extra on the ground, he is asked to field, gets the last batting and no bowling.
While the situation here refers to a situation when a person is alone on a road (the playground can also be perceived as a road with street lights) and is exposed to dangers like chain snatching, eve teasing. In such situations the ad tries to tell that you are just a click away from your friends.
This can also be perceived as the Hutch way of saying ‘Where ever you go, our network follows’.
The bully on the other hand is a typical bully, he is larger than the average kid, has a constant smirk on his face and disturbs people for no reason even when he know they are getting irritated. But he gets defeated by the group of friends, this signifies the strength of unity.
The whole situation can also be interpreted as a girl being stalked by a road side Romeo, in the beginning the girl tries to avoid him and the guy gets emboldened by this fact. Finally the girl decides to call her brothers for help and the Romeo gets thrashed.
2. call divert
2. call divert
Dominant Images in the AD
Characters The caller and the called
Objects The bench, book and trees around
Symbolism of the Characters
The called character is inconspicuous in its features. The caller character has mouth wide open
By their physical descriptions, the called character symbolizes engrossed and serious while the caller character with its giggling sound and mouth open symbolizes a silly, unwanted entity. The sequence of frames depict the intrusive nature of the called
Symbolism of the Objects
The bench and book show help in showing that the called character is busy and engrossed.
The long shot in initial part of the ad sets the background while the close shot when the caller zoozoo giggles in the face of the caller zoozoo depicts the botheration caused by the caller more sharply.
The syntagmof the ad is the background – interaction between the characters – the final denouement. The same message can also be conveyed using other paradigms where o The called is disturbed while s/he is praying o The called is giving an exam o The called is proposing to his girlfriend
The role that the different zoozoos play are shown by taking a base form and then adding, wherever required, such attributes that distinguish one role from another (as in case of a giggling character or a grumpy character).
The value of each distinguishable zoozoo can be identified by contrasting it with other zoozoos around it i.e. if one zoozoo is giggling and other isn’t then you distinguish one with the help of what other is not
The langue of the zoozoo is set by their common attributes like their egg shaped heads, their round eyes and their noises. The parole is in the way they interact in different settings. By their distinguishable features, the signifier – signified relation is established (like that of a girl friend, angry man etc)
THANK YOU!!
Ashish Milan
Rajashekhar Ritika Vipul
zoozoo? ? ?
Zooo OOOz O Zooo o ads oooOO zoozooooooooooooooooooos Zooz ooing o Z o oomp g o n o i o ly gre O o O Z o o Z at o o pla a o o m o A o o o zoo zoo o o Zoo o ZOOBOULOUS o o o ! , o o, xt> e o o h s o i ZooZO h z
depiction of the characters
depiction of the characters
Sign ifie rs
Sign ifie d
Bu ilt & T raits:
Notness Pri ncip le :
Disproportionate
Stick like egg-headed figures
Limited facial expressions
Round bellied
Softness
Movements are hurried and comical
• Not aggressive • Not handsome • Not complicated • Not glamourous • Not robotic, mechanical • Not intimidating The absence of all of these signify that they are more approachable, simplistic beings who are fun to have around –
Images they Invoke!!
Jaadu •
Pingu Hobbits
•
• •
Noddy
Pilsbury dough boy Wall-E Teletubbies Casper
Cha ract eris ti cs ea ch l ends to ZooZ oo s:
Cute
Quirky
Cuddly
Genderless
Alien Species
Humanlike
Harmless
Kiddish
Archetype: Child
Humourous Not complicated Dumb Full of life Simple Approachable Adorable
What do these characteristics convey? Familiarity Cartoons we used to watch as kids Invokes pleasant memories and fantastical world we used to live as children but branded by vodafone; cool to talk about Does not produce bias of any kind(class, creed, religion…)
environment study
environment study
Si gni fi er
Objects Brick walls
Si gni fi ed
Lamp Posts Buildings
Outdoors
Minimalistic
Very basic structures, cars
Mundane life- shows ironical situations
Small problems to resolve
Depicts a World
Trees Streets
Urban setting
between reality and animation
something that is known yet so not known to us
behave similar but look different
Idealistic world you would want
Sign ifie rs
Sign ifie d
The use of the colour grey
Colours used only in case of
the scene and reflect
flowers, bow of the female
like say someone falling,
To free up the clutter from
some discrete objects –
situations that are ordinary,
Zoozoo, vegetables
which everyone finds hilarious.
To spoof the simple things in life
Grey is a neutral colour. It doesn’t distract from the message conveyed and
Fantas y
Reality
Zoozoo World
sound and video
sound and video
Sign ifie rs
Speech Unintelligible Pitch & Tempo Gibberish
Sign ifie d
Speech looks like the mumbling of kids or people gossiping
The emotions are effectively conveyed by the pitch.
Transcends global culture and language barriers.
Camera Angles No close shots Inanimate objects eg: Eiffel Tower form the centre of the surrounding
context & narrative
Context Analysis
Glamour
Colourfu Adrlenaline Vibrant
Drama
Loud
Mundan e
Animated
Sober Celebrit y Humour
Simple Grey
Narrative Linear Around 25sec No background music Revolves around the mundane things in life Slice of the Zoozoo world
analysis of the advertisement: 1. GROUP sms
analysis of the advertisement: 1. GROUP sms
Dominant Images in the AD
Characters • ZooZoo 1: A Kid • ZooZoo 2: The Bully • ZooZoo 3,4,5&6 : Friends of the kid.
Objects • Lamp Post • Bench • Silhouettes of buildings
Describe the Characters
The Kid – Shown playing with a ping pong ball
The bully – Slightly larger in size than the other kid, has a facial expression similar to a smirk
The friends- All of them of the same size as the kid, so as to drive home the impression that the friends are just like him
Symbolism of the Characters
The ad shows a kid who is playing alone and is being disturbed by a bully. The scene depicts a situations which many of us faced in our childhood, a younger kid is always treated like an extra on the ground, he is asked to field, gets the last batting and no bowling.
While the situation here refers to a situation when a person is alone on a road (the playground can also be perceived as a road with street lights) and is exposed to dangers like chain snatching, eve teasing. In such situations the ad tries to tell that you are just a click away from your friends.
This can also be perceived as the Hutch way of saying ‘Where ever you go, our network follows’.
The bully on the other hand is a typical bully, he is larger than the average kid, has a constant smirk on his face and disturbs people for no reason even when he know they are getting irritated. But he gets defeated by the group of friends, this signifies the strength of unity.
The whole situation can also be interpreted as a girl being stalked by a road side Romeo, in the beginning the girl tries to avoid him and the guy gets emboldened by this fact. Finally the girl decides to call her brothers for help and the Romeo gets thrashed.
2. call divert
2. call divert
Dominant Images in the AD
Characters The caller and the called
Objects The bench, book and trees around
Symbolism of the Characters
The called character is inconspicuous in its features. The caller character has mouth wide open
By their physical descriptions, the called character symbolizes engrossed and serious while the caller character with its giggling sound and mouth open symbolizes a silly, unwanted entity. The sequence of frames depict the intrusive nature of the called
Symbolism of the Objects
The bench and book show help in showing that the called character is busy and engrossed.
The long shot in initial part of the ad sets the background while the close shot when the caller zoozoo giggles in the face of the caller zoozoo depicts the botheration caused by the caller more sharply.
The syntagmof the ad is the background – interaction between the characters – the final denouement. The same message can also be conveyed using other paradigms where o The called is disturbed while s/he is praying o The called is giving an exam o The called is proposing to his girlfriend
The role that the different zoozoos play are shown by taking a base form and then adding, wherever required, such attributes that distinguish one role from another (as in case of a giggling character or a grumpy character).
The value of each distinguishable zoozoo can be identified by contrasting it with other zoozoos around it i.e. if one zoozoo is giggling and other isn’t then you distinguish one with the help of what other is not
The langue of the zoozoo is set by their common attributes like their egg shaped heads, their round eyes and their noises. The parole is in the way they interact in different settings. By their distinguishable features, the signifier – signified relation is established (like that of a girl friend, angry man etc)
THANK YOU!!
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