About the QUT Institutional advertisements:
The recent TV commercial of QUT is pretty interesting. According to a semiotic analysis, it can be seen that there many images of signifier are used in the commercial, such as students from different countries, doing various activities, to represent what professional education background they are pursuing in QUT. So the meaning of signified is that QUT provides a multicultural environment for students. Just “go there,” and then you will have the opportunity to connect with the world. Some famous landmarks around the world are also used to show this “university of the real world.”
Besides that, the element of “soccer” is pleasing. People kicking the soccer ball are offering a connection between different scenes and show the Australian spirit of loving sports as well.
Redesigning the QUT campaign:
The core concept is “university of the real world makes your dreams come true.”
TVC: Use some ideal images to represent students’ ideal models in their dreams. For example, a student who is doing drama in QUT is walking in the campus, and there is an ideal icon of a famous actress following her. The ideal icon and the setting in the commercial have become indexical icons for presenting “dreams come true.”
Print ads on magazines: Use two pages to show the visual execution on two layers. That is, on the first page, there is an image of a door which is printed on a kind of plastic transparent material, and it is the metaphor of “chance.” When people open the second page, it shows some real scene like lectures in QUT.
Print ads as postcards: The colour of the postcard is standard blue of QUT logo. This is a direct way for people to recognise QUT. In the centre of the postcard, the word “QUT” is hollowed out, so when people get this card, they can “see” the real word through the holes on the card. The whole communication process has become signified to present that QUT is a window for students to see and touch the real world.
Outdoor ads: Put the headline “Get in the Real World” and QUT logo on outdoor ads which are moving with buses. That is, buses are the media. Open the door, get into QUT, and have the chance to get into the real world to make your dreams come true.
Besides that, the element of “soccer” is pleasing. People kicking the soccer ball are offering a connection between different scenes and show the Australian spirit of loving sports as well.
Redesigning the QUT campaign:
The core concept is “university of the real world makes your dreams come true.”
TVC: Use some ideal images to represent students’ ideal models in their dreams. For example, a student who is doing drama in QUT is walking in the campus, and there is an ideal icon of a famous actress following her. The ideal icon and the setting in the commercial have become indexical icons for presenting “dreams come true.”
Print ads on magazines: Use two pages to show the visual execution on two layers. That is, on the first page, there is an image of a door which is printed on a kind of plastic transparent material, and it is the metaphor of “chance.” When people open the second page, it shows some real scene like lectures in QUT.
Print ads as postcards: The colour of the postcard is standard blue of QUT logo. This is a direct way for people to recognise QUT. In the centre of the postcard, the word “QUT” is hollowed out, so when people get this card, they can “see” the real word through the holes on the card. The whole communication process has become signified to present that QUT is a window for students to see and touch the real world.
Outdoor ads: Put the headline “Get in the Real World” and QUT logo on outdoor ads which are moving with buses. That is, buses are the media. Open the door, get into QUT, and have the chance to get into the real world to make your dreams come true.
Reference
Lecture Slides on Week 3 of KCP 404 Advertising Creative: Introduction, 2007.
Barnard, M. (2005). Graphic Design As Communication. London: Routledge, 20-55.
Bignell, J. (2002). Media Semiotics : An Introduction (Second ed.). Manchester and New York: Manchester University Press, 28-37.
Lecture Slides on Week 3 of KCP 404 Advertising Creative: Introduction, 2007.
Barnard, M. (2005). Graphic Design As Communication. London: Routledge, 20-55.
Bignell, J. (2002). Media Semiotics : An Introduction (Second ed.). Manchester and New York: Manchester University Press, 28-37.
