VODAFONE ZOOZOO CAMPAIGN -A SEMIOTIC ANALYSISAshish

Milan

Rajashekhar

Ritika

Vipul

ZOOZOO? ? ?

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AmaZOOing

zoo zoo ZooZOO ZOO ZOO

ZOOBOULOUS

Zoo Zoo - Zimply Zoooper

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ZoozooingZoomply greatZoopla

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Zooooooooooooooooo,

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•More like a sound, dynamic and flexible, than a static word which doesn’t change•Used as noun, verb, adjective, characterization and evokes various emotions of appreciations•It makes zoozoos not only memorable but also adorable, accessible, TOM, easily talked about•Increases the signified meanings of ZOOZOO as every time a new expression comes out

DEPICTION OF THE CHARACTERS

Signifiers

Built & Traits: Disproportionate Stick like egg-headed

figures Limited facial

expressions Round bellied Softness Movements are

hurried and comical

Signified

Notness Principle :• 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 – HUTCH “always follow you” !!

IMAGES THEY INVOKE!!

JaaduPinguHobbitsNoddy

Pilsbury dough boyWall-ETeletubbiesCasper

CHARACTERISTICS EACH LENDS TO ZOOZOOS:

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

Signifier

Objects Brick walls Lamp Posts Buildings Trees Streets Outdoors

Minimalistic

Very basic structures, cars , message boards etc

Signified

Urban setting Mundane life- shows

ironical situations Small problems to

resolve

Depicts a World between reality and

animation something that is known

yet so not known to us behave similar but look

differentIdealistic world you would

want to live in!!

Signifiers

The use of the colour grey

Colours used only in case of some discrete objects – flowers, bow of the female Zoozoo, vegetables

Signified

To free up the clutter from the scene and reflect situations that are ordinary, like say someone falling, 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 doesn’t produce biases.

Fantasy

Zoozoo World

Reality

SOUND AND VIDEO

Signifiers

Speech Unintelligible Pitch & Tempo Gibberish

Camera Angles No close shots Inanimate objects eg:

Eiffel Tower form the centre of the surrounding

Signified

Speech looks like the mumbling of kids or people gossiping

The emotions are effectively conveyed by the pitch.

Transcends global culture and language barriers.

CONTEXT & NARRATIVE

Drama

Glamour

Celebrity

Vibrant

Loud

Sober

Animated

Simple

Humour

Adrenaline

Context Analysis

Mundane

Colourful

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

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

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 syntagm of the ad is the background – interaction between the characters – the final denouement. The same message can also be conveyed using other paradigms whereo The called is disturbed while s/he is

prayingo The called is giving an examo 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!!