Kiwi Identity - A Loaded Image

Learning intentions Students are learning to…

• to demonstrate understanding of different media texts & how they target & affect different audiences

Success criteria (How do students know they have achieved success?) I can…

• I can identify representations of NZ & discuss overall messages
• I can work successfully in a group & share my ideas while accepting the ideas of others.

Relevant Film Archive footage on ON DISK programme

• Greggs Coffee
• Trustbank
• Kiwiburger

Activities

Show “Greggs Coffee” ad twice
Model answer on the board in the form of a structured overview or grid

1. What is the product? When do we see it?
We see it when a male at the end is drinking a cup of coffee and then we hear something along lines of enjoying coffee
So what do you think this ad is really about? Coffee? They seem to be selling us new ideas about our nation – new urban lifestyle, multi-culturalism and unity

2. Who is being used to present the product? Describe their appearance, occupation and the setting they are in.
“Normal” NZers – mainly urban, business people in a rush who will drink Greggs coffee to relax
Wearing suits and some hippies, girls wearing very mini skirts. Fun loving etc…
All are undoubtedly urban and in cities even if they are just small country ones
Only one child as this is not the target market
Different jobs, races and socio-economic groups are shown
This idea echoed in the lyrics of the song "different faces, many races .. each is free to go his way..... all may live as one"

3. Who is the target consumer for the ad? How do you know? Back this up with evidence from the ad itself.
Anybody because it’s kind of showing the audience that anybody can drink coffee – coffee is for anybody – as shown when the man gazes over all the different groups of people. We see typical coffee drinkers at the start – suit, table, pipe and then when he gazes over the town it makes us realise you don’t have to be the typical coffee drinker to drink coffee.
Possibly trying to educate the audience – away from tea drinking and its rural connotations?
The main character is still a white male which reflects conservative values

4. What personality traits or values are associated with the person(s) and/or products?
We’re all NZers were all one even though we’re different we’re all the same in that we all drink the same coffee – Greggs
Unity in an urban, individual population

5. What personality traits or values are associated with the person(s) and/or products?
We’re all NZers were all one even though we’re different we’re all the same in that we all drink the same coffee – Greggs
Unity in an urban, individual population

6. From this, what do you think the message is?
A cup of Greggs coffee will take you away from the stress of life
People on the street look like they could use a cup of Gregg’s coffee to relax
We are all down-to-earth people
- tolerance and harmony Acceptance + normalisation of urban living

Group thinking
Divide class into 6 groups and assign each group one of the two adverts (therefore each ad is analysed by two groups) and give them A3 sheets with questions on to answer.
Play the Greggs Coffee, Trustbank and McDonalds Ads through once. Wait 5 minutes then play them a second time.
The groups combine to pool answers.
You may need to write certain descriptors (i.e. adjectives, values, messages) on the board for students to choose from
Each group must present their analysis back to the class which can be recorded by the teacher on the board.

1. What is the product? When do we see it?
Trustbank
We don't see the''product'' until right at the end - the Bank's logo

Mc Donalds’ KiwiBurger
We see it as a whole in the beginning and then built up layer by layer (with matching lyrics naming the ingredients with emphasis on the egg and the beetroot) then as a whole at the end
The title on screen and the song lyrics reinforce what it is

2. Who is being used to present the product? Describe their appearance, occupation and the setting they are in.
Trustbank
Maori teenager and his 20-something brother -rugby jersey + tidy casual dress (unpretentious)
Student & perhaps visiting brother from the city in a rural setting

Mc Donalds’ KiwiBurger
Stereotypical New Zealanders and icons
• Sports teams
• Haka
• Cricket playing
• Golf
• Skiing

3. Who is the target consumer for the ad? How do you know? Back this up with evidence from the ad itself.
Trustbank
Rural setting targets people who might be suspicious of the corporate banking scene
''typical'' rugged, old fashioned NZer
-using the national sport so we can relate to a familiar situation = Sat sport and post
game discussion…
"Awesome game Joey.
"Awesome team George"
"You can't do much without a great team Jo"

Mc Donalds’ KiwiBurger
New Zealanders – we relate to the images shown
Has emotive appeal - Appeal to stereotypes and those who remember the ''good old days" like the customer of the local fish n chip shop
Rhetorical question implies that all NZers eat these types of burgers but is it a kiwi thing or is this multi-national corporation trying to sell us our own culture?
Implications? How can this be part of our national identity if a foreign company has created it?
Appeals to target audience with use of lyrics and the montage of images
'kiwis love....then lists (hotpools, rugby, ABs, sandals, jandals (ingredients
which insidiously rhyme with our icons)
Is this offensive? Selling us US culture and products under the guise of NZ culture?
of kiwiana images
Images have been coloured to look old, yellow & grainy to appeal to our sense of nostalgia
The viewer is also overwhelmed by the pace of the editing and the lyrics which helps to hide the gravity of the message

4. What personality traits or values are associated with the person(s) and/or products?
Trustbank
- teamsmanship - working together to achieve a goal
- everyone plays a part
- associating the bank with wisdom
- the older brother represents the bank dressed more formally and giving
This breaks down our perception of banks as corporations but more as friends or equal partners who want to know you as a person - Have your best interests at heart

Mc Donalds’ KiwiBurger
Appeals to the sport and leisure lifestyle
Happy, carefree, enjoying life
Tacky images are used to sell an American product to NZ
Exploitation of NZ culture
Appeals to our sense of patriotism – idealises the past with a sense of nostalgia for the good old days – creates a yearning for this by making the past look more innocent and simple
Seems to value honesty and the genuine article which is ironic considering what the product is and who has made it

5. From this, what do you think the message is?
Trustbank
1) You can trust the bank - you need trust more than business
2) It's the team effort that counts (no 'I' in team mentality)- rugby metaphor = the ultimate
team game
3)This is the bank for you because they value the individual (relationships)

Mc Donalds’ KiwiBurger
NZers are happy and carefree and enjoy life and sports
The kiwiburger brings back the past – if you eat it then you’re a true kiwi and being patriotic
BUT McDonalds is a global corporation who care about their shareholders not their stakeholders. Are they pretending to know and care about our culture but using it to promote corporate, capitalist values and agendas? Why does the image Ronald McDonald appear in the montage of kiwiana – as if he is part of our culture?

Handouts
Advertising A3 Questions