max pirsky presentation
TRANSCRIPT
SEMIOTICS Burton SnowboardsAdvertisement analysis
ROCKWELLRockwell is a slab serif font, where the serifs are unbracketed and similar in weight to the horizontal strokes of the letters. The typeface was designed at the Monotype foundry’s in-house design studio in
1934.
Rockwell is a geometric modern slab serif font, best used for headlines.
The reason I chose Rockwell for my presentation is the fact that it can be playful as well as serious.
This nicely represents the ads I’ve chosen because of the different variety of tone amongst them.
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1. ANTI-CAMObinding
“Anti-Camo” slogan, company description
wicked bastard logo, burton B symbol
burton logo
bad
weak
passive
top of binding, top of logos
background, binding, logos
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
strata
2
2. FLYING ‘R’people, letters, snowboard
typography, descriptions
single B, U, R, T, O, N letters
burton
good
strong
active
top of jumping guy, top of people, top of snow
sky, people with letters, snow, orange bar
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
vein
veinstrata
strata
strata
strata
3
3. WHOAsnowboarder, snow
descriptive typography
burton B logo
burton
good
strong
active
top of jumping guy, WHOA word + descrip-tion, top of yellow note with burton logo
snow background, snowboarder, typogra-phy, logo
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
vein
veinstrata
strata
strata
strata
4
4. JUST ADD WINTERsnowboard, chairs, trees, clouds, boots, jacket, goggles, beanie
descriptive typography, headline
burton B logo
burton
bad
weak
passive
top of houses, top of snowboard, top of guy’s head, top of logo, top of headline
sky, houses, trees, chairs, guy + snowboard, typography + logo
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
strata
strata
strata
strata
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5. DANNY DAVIStypography, person, snowboard, boot, bind-ing
taglines, headline
burton B logo
burton
good
strong
active
top of guy’s head and foot, top of typography, top of tagline on bottom right
background, guy’s head, guy’s foot + snow-board, headline
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
strata
stratavein
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6. PEACE SELLSsnowboarder, snow, guy on ground
typography
hand with peace sign, hand with middle finger
bad
weak
active
top of snowboarder + typography, top of sculptures, top of guy on ground
background, snowboarder in the air, hand sculptures, guy on ground
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
stratastrata
strata
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7. TADASHI & FRIENDSpeople, magazine, mirrors, chairs, lamps, clock cupboards, walls, model’s clothing
headline, description
burton B logo
burton
bad
weak
passive
top of barber, top of other models, top of bar with logos and headline
mirrors reflection, wall, people, blue bar with logos
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
vein
strata
strata
strata
vein
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8. JUST ADD WINTER #2model, clothing, goggles, snowboard, lawn, bench, bus stop sign, billboard, road, clouds, sky
descriptive typography, headline
burton B logo
burton
bad
weak
passive
top of bus stop sign, top of billboard in background, top of guy sitting on the bench, top of logo, top of headline
sky, road, billboards, bus stop, model, logo and headline
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
strata
strata
strata
strata
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9. TO CREATE, YOU MUST DESTROYsnow, trees, snowboarder
ad tagline
burton B logo
good
strong
active
top of typography and logo, top of snowboarder
snow, trees, snowboarder, logo, typography
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
stratastrata
strata
10
10. BURTON STAR WARSlittle green man, wood, trees, snow, people
experience sierra at tahoe (explanatory text)
yoda, burton B logo, star wars logo
burton, star wars
bad
weak
passive
top of typography, top of trees, top of yoda, top of wood trunk, top of tree trunk under yoda
sky, trees, snow, park (tree trunks), people, yoda, logos
Icon:
Index:
Symbol:
Name:
Evaluation:
Potency:
Activity:
Strata:
Veins:
strata
strata
strata
strata
strata
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FutureOriented
Practical
Distance from product
BRAND PLACEMENT CHART
CRITICAL
UTOPIA
PLAYFUL
PRACTICAL
Burton
Nitro
Capita
Lib Tech
Neversummer
Salomon
K2
Rossignol
Ride Forum
DC
EmotionalAttachment
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AD MODIFICATION
Fa l l i n g d o w n i s . . .PA I N F U L .
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