Responding to a Client Brief: Maggies Centres

Semiotic Analysis of ‘Make Manchester Love Maggie’s Poster’ Tone Of Voice Maggie’s is a place that gives extra emotional, practical and social support. As described in their brand principles their tone of voice; ‘calmness, clarity and a cup of tea’. This is enforced into the poster by addressing that they can help regain control of their lives by using the metaphor ‘hijack your life’ and ‘here to take it back’ this Instantly offers the reader support.

‘Making the reader feel at ease, always speaking/writing in a way that’s warm, understated and informed.’

Copy Platform Uses a san serif Arial font to allow easy reading for all audiences, the statistical data is highlighted in bold so that the important information stands out. This is effective, as the desired information will embed into the readers mind. The positioning of the writing is to the bottom left of the poster to help draw attention to the brand logo on the bottom far right.

Creative Platform Style uses illustration to mirror the handwritten style of the Maggie’s logo, which can give instant recognition. It is free flown giving it a more personal approach when communicating harder subjects like Cancer. Illustration is also trending amongst marketing techniques keeping the style very current in todays society.

Tactics The tactical approach for the poster, was in order to educate the reader about Maggie’s and urge them to visit the website as a call to action. Reaching out for help by using an emotive approach ‘to help Maggie’s come to Manchester’.

Features Imagery- With the use of Ferdinand Saussure (1974) semiotic theory the sign would be the primary image which is an illustrations perspective of two people, the signifier is that they are a couple and the signified is that Maggie’s is a centre that isn’t gender specific but open to all audiences. The body language demonstrates genuine interaction and reflects the meaningful relationships gained at Maggie’s.

The mug of tea is another sign, the signifier is the ‘steam’ illustration and the signifier symbolizes the comfort and security felt at Maggie’s by building relationships. The steam arising from the mug helps to visualise the emotions, spirit and ideas around Maggie’s. This can be adapted into Kress & Van Leeuwen (1996) social semiotics as the interpretation within the social context makes easier understanding. It is aesthetically pleasing for the reader as they feel at ease and are able to relate to such situations. Results showed that 85% of respondents knew someone that would benefit from a Maggie’s centre in Manchester, meaning this is applicable to today’s society.

Colour- Maggie’s logo has two symbolic colour themes. I have opted to use the warm blue to push the logo association and to help appeal to different gender audiences. The colour is also closely associated with calmness and spirituality (Colour Pyschology:Online) leaving this impression amongst the readers.

Target Audience Realistically, the older generation will have more disposable income and are more likely to donate to charities like Maggie’s. The use of an old-fashioned china mug will appeal to an older audience as it suggests invitation for general ‘chit chat’ amongst adults.