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Description
English Lit and Lang AS: Comparing texts 23 and 24
- Both texts are taken from crisp
packets so they share some common
features. Each use distinctive graphics
to create an immediately recognisable
and memorable product image
- In the case of Jonathan
Crisp, the most striking
feature is the caricature
image of a sweaty, elderly
man with bushy red eyebrows
and moustache, later
revealed by the text as the
'colonel'
- The salty dog packet features a cartoon style drawing of a small dog with the large
lettering 'Salty' above and 'Dog' below the drawing, Even before we read the text on
each packet in detail, the distinctive characters associated with each product are
clearly displayed
- For consumers, brand loyalty in important and the packaging of each product achieves
immediate recognition. Both packets also depend on the visual humour of cartoon style
characters, one human and the other animal, to imply that the products are associated with
humour and light heartedness
- This humour may enahnce their customer appeal as
impulse buys when they are displayed prominently in
shops or pubs
- Each company also uses the written text and graphological design features to create distinctive
product images. Lexical choices creafe brand images that reflect distinctive qualities.Johnathan
Crisp produces its product as 'crisps of natural character and salty dog is 'the hand cooked
crisps that bite back'
- Within each of these noun phrases is an evaluative adjective element - the 'natual' and
'hand cooked'. 'Natural' carries connotations of healthy goodness (as opposed to carrying
unhealthy and synthetic ingredients), and 'hand cooked' suggests small - scale production
processes in which skilled staff oversee the cooking
- The front of each packet displayed prominently the name of the company producing the crips,
bur the connotations are very different. The confident flourish of the handwritten signiture
'Johnathan Crisp' serves both as company name and memorable design imahe, but by including
the surname 'Crisp' it also creates a strong link between the generic product name and the
company name. which is a clever promotional ploy
- The salty dog packet is (apparently
deliberately) less polished in its design
and artwork. Although the packet is
readily recognized as containing crisps,
the name 'Salty Dog' is not immediately
linked with the contents of the packet
- Although not immediately
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