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

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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

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vein

veinstrata

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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

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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

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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

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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

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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

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vein

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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

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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

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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

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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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