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Semiotics Analysis #1: Denny’S + Tumblr

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Semiotics Analysis #1: Denny’S + Tumblr Semiotics Analysis #1: Denny’s + Tumblr For my first analysis, I chose the restaurant brand Denny’s and their fun/interact presence on the blogging site Tumblr known for its support of GIF and audio files and “reblog” system. Signifier: Dennys Restaurants (specifically Denny’s Tumblr page) Signified: By utilizing the website Tumblr among other social networks, and adding to the mix their own “GIFs” or animated photos, “Edits”, “Memes”, etc. While most brands come off as corporate or formal, Denny’s aims for the opposite and signifies the breakfast chain restaurant as young, hip, trendy, fun, playful, humorous, pop culture savvy, and overall very casual. Image: Visually, Denny’s Tumblr differs itself from other social media (Facebook, Twitter, etc.) as well as traditional advertising (print, video/TV, etc.) by taking advantage of Tumblr’s use of multiple media formats. This includes audio posts, text posts, images, GIFs, artwork, comics, and so on. Typically this leads to outrageous sorts of posts, use of humor, bright colors and lots of photoshop. They come off as less of a corporate brand but fun. Denotation: Looking at their blog, it is all over the place. It contains many advertisements, testimonials, photos from users who may have taken a “Denny’s Selfie”, etc. Many of their image posts are animations of their food, there are many parodies of pop culture, and their text posts often contain jokes or even “haikus” dedicated to their menu. Connotation: This variety of fun advertising narrows down to how Denny’s wants their brand to come off as fun, relatable, shareable. The personal human connection is what they aim for; they symbolize not just a restaurant chain but a friend/acQuaintance/”one of us” rather than a corporate advertiser shouting their message at whoever will listen, no matter if it’s teenagers hanging out or families dining out. We cling to this emotionally whether we know it or not, hence why testimonials and reviews have so much value. Diachronic Analysis: Denny’s push into more playful advertising is a recent change, thanks to the rise in social media marketing and content marketing/creation. Their menu has stayed relatively the same since 1977, but in recent years has become known for its “offbeat” attitude towards marketing, i.e. the Always Open web comedy series with Jason Bateman and Will Arnett. It was around 2009 when their Super Bowl ad advertising free breakfast “for everyone in America” and their new value menu, that they decided to revamp the brand. They wanted more “emotion”, more eQuality, more appeal to different generations and customers. Metaphor: A lot of Denny’s posts are metaphors. Some of the GIFs featured in my presentation show that, i.e. Denny’s is the Lion Kingdom while I-Hop belongs to Scar and the Hyenas, a Lion King metaphor. Or the villains and monsters prefer pancakes and bacon. Denny’s food, Denny’s menu, Denny’s atmosphere is advertised as “desirable” before anything else, which is important for food marketing. Codes: Social codes are moreorless thrown out the window in place of internet etiQuette. When it comes to Denny’s Tumblr especially, their entire presence on the website is marketed towards the younger generations who enjoy internet memes. So in a way they get rid of the normal social codes seen on other sites but replace with them with a younger, playful speak and attitude. Ideology: Denny’s website reads: “Denny’s is America’s diner. This is where Americans have come for over 60 years now to sit back, relax, and enjoy delicious, hearty meals 24/7, every day of the year.” The ideology of Denny’s Tumblr presence is one of exuberance, lightheartedness, and comfort. They truly want to just be “America’s diner.” Auteur Theory: Compared to other uses of advertising of Denny’s, Denny’s has a very varied brand. Some more traditional advertising (video advertisements on TV for example) still aim for the family crowd by advertising “wholesomeness” and the great American breakfast. Their Facebook campaign is very simplistic, showing the foods and using buzzwords. On Twitter but especially on Tumblr is where Denny’s goes wild and crazy and has fun with the brand. While this could come off as as a little confusing (which brand is REALLY Denny’s?) it is smart to appeal to different target markets. Jingoism: “The Great American Breakfast” - Denny’s is big on patriotism, as it aims to be known as America’s diner. When it comes to Tumblr, the website is a community that drives its social media on “shares” or “reblogs” as discussion. Semiotics Analysis #2: Google Maps + GooglePlus This week I chose to go meta and analyze one of Google’s own brands and their presence on Google+, specifically Google Maps, the app used to obtain directions, traveling time, maps, etc. Signifier: Google Maps Signified: Adventurous, useful, productive, grand, explorer, exciting. Image: Google Maps uses Google+ to interact with its users beyond being used as just a tool, using the mix of photos, GIFs, video, and links to encourage travel and adventure. Denotation: Posts on Google Maps’ Google+ page range from historical and geographical facts to #MyMapsSpotlight which chronicles different users’ adventures around the world to #Views, which highlight just beautiful scenery and places to visit around the world. Some of the #Views might have poems, jokes, puns, etc. to accompany the nature and travel photography. Connotation: While most users associate Google Maps as the app they use to get pinpoint directions to somewhere nearby, Google Maps’ social media presence thinks bigger and uses its posts to highlight all the wonders of the world and places to travel to with a light, fun tone. In turn when their users travel they turn to Google Maps so they benefit. Synchronic Analysis: Presently, Google Maps reigns as the #1 directions and maps tool/app in the world. However, with the recession and hard times, many families might cut down on vacations and travelling. Google Maps wants to encourage that adventurous spirit again and uses their benefits of having a worldwide audience to highlight all the wonders out there. Systematic Analysis: Google Maps takes a unique approach to the interact, social media map by having users add to a chain or series of events. For instance, when I looked them up they had users submit to “36 Hours in Paris” map, with suggestions to areas such as the Catacombs, Spring, Hotel Armour, Ralph’s, Minipalais, etc. Paradigmatic Analysis: By featuring some of the more grand adventures and travelling out there, Google Maps contrasts the usual image that is it just a tool for figuring out how to get to a street a few blocks away. It presents itself as a tool that allows for a variety of possibilities to happen. It uses its social media presence to desconstruct and destroy the otherwise bland, to-the- point image that it has created for itself. Metaphor: Google Maps is meant to be seen as the passport to discovery, not simply just a useful internet tool for travel, but rather a ticket to a road unknown. Codes: While the language and tone of Google Maps’ page can vary a bit, between its serious and direct advertising to its playful features of places to travel around the world. However, Google Maps plays the role of an excited tour guide, having fun as it encourages you to explore and get out there in the world, riddling off facts and trivia, and so on. After all, Google Maps is the travel guide for a good part of the whole world. Interpellation: Interacting with its Google+ users, Google Maps asks its users to think more outside the box and give/receive travel recommendations, so that their users are encouraging each other to explore. Ideology: Ultimately, while Google Maps has no trouble obtaining customers considering that it is the most extensive tool out there for discovery and directions, it does take it a step further through its marketing. Google Maps wants its users to explore and have adventures, especially through their app. Auteur Theory: Of all of Google’s brands and tools, Google Maps definitely has the most flair to it. They take great opportunity to highlight the wonders of the world, have fun with their users, and encourage interactivity and fan submissions. They have a more pinpoint focus on encouraging a love of travel and exploration. Jingoism: In a way, Google Maps benefits from not targeting a single community or nation (though travelers/adventurers could be considered a community.) It really does have a worldwide, global focus. For instance, in a post celebrating “United Nations Day” it highlights the “Planet of Cool Stuff” (their own words) and all its great wonders. Though Google is an American company, their audience and reach is vast and wide. Semiotics Analysis #3: GrubHub + Snapchat This week I chose Snapchat and how GrubHub, a food delivery service that operates online, uses the mobile application meant for one-on-one photo messaging to market its service. They use a combination of Snapchat “stories” and direct Snaps, with giveaways, promo codes, contests, conversations, etc. Signifier: Grubhub Signified: Not a brand or other delivery service, but an engager, a friend, a creative. Image: Creative, artsy, funny Denotation: Groupon uses Snapchat for coupons, ads, giveaways in the form of “snaps”. Connotation: Appealing to a different generation, engagement, fun and funny, not a brand but a friend, Quick snaps mean more engagement. GrubHub wants to be your friend. Its service is meant to serve you, to bring you closer to restaurants and deals.
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