Semiotic Analysis Tutorial

Bath and East Somerset Alcohol Awareness Week
Home Office Alcohol Awareness Advert Targeted at Young Females
Home Office Alcohol Awareness Advert Targeted at Young Males
NHS Alcohol Awareness Superhero Advert
Oldham Council Alcohol Awareness Advert
UCLAN Students Creative Alcohol Awareness Campaign Idea

From the alcohol awareness clips provided, audit and analyze the images broadcast.  Using at least two films, discuss:

• What you see in the image

• What messages you feel the organisation is trying to communicate

• Who it is trying to communicate with

• Why you think the organisation is choosing to communicate in this way

• What are the hidden elements of the communication

• How successful this communication is

• What you would do to improve this image/communication

Promotion Tutorial:
Business Nightmares with Evan Davies Part 1
View Hoover case study from 13.00 to 15.00, then:
Business Nightmares with Evan Davies Part 2
View Hoover case study from 00.00 to 11.33

Working in small groups, discuss the case study.
Critically analyse this case study to identify what went wrong.
What elements of the promotional mix were not correctly considered?
What could Hoover have done differently to avoid this situation?
Could Hoover possibly have known what the impact might be?
What should they have done when the scale of the problem became apparent?

Prepare a small group presentation to feed your discussion back to the seminar group.

Product Tutorial:
Business Nightmares with Evan Davies Part 1
View Sunny Delight Case Study from 00.00 to 13.03.

Working in small groups, discuss the case study.
What is your opinion of Sunny Delight?
What went wrong in terms of development of the product?
Where was the mismatch between product development and consumer expectation?
Was this a business disaster - if so why?
What could the marketing and operations managers at Sunny Delight have done differently to avoid this situation?

Prepare a small group presentation to feed your discussion back to the seminar group.