Strengthening brand equity through guerrilla...

InesaLastauskaite, 287955 BAMMC, Bachelor Thesis 2011

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Strengthening brand equity through guerrilla marketing: a multimodal

analysis of persuasive functions in Hell Pizza restaurant billboards

Inesa Lastauskaite, 287955

Supervisor: Carmen Daniela Maier

Department of Language and Business Communication

Aarhus School of Business

Bachelor Thesis 05.05.2011


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Abstract

The competitive markets and over advertising created a need for brands to differentiate. Thus, the

guerrilla marketing communication is argued to be a proper differentiation strategy. Hell Pizza is the

restaurant chain established in New Zealand operating within guerrilla marketing approach. This paper

will focus on the Hell Pizza advertisements, more precisely, billboards with unethical content. Through

the integrated analyses it will be strived to identify the functions of persuasion in the specific

multimodal communication strategies employed in Hell Pizza billboards. Furthermore, while taking

into consideration the unethical content, it seems to be relevant to discover how the strategies

identified contribute to the brand equity. Firstly, the multimodal analysis of the advertisements assisted

to indicate the specific communication strategies along with functions of persuasions proposed by

Stockl (2001). In connection to communication strategies, Hell Pizza employed particularly

incompatible elements, negative public persons, offensive statements and deliberate use of colouring.

Accordingly, Attention, Memorise, Distract and Please were the functions identified within the Hell

Pizza billboards. Subsequently, the further analyses were intended to reveal how these communication

strategies strengthen the brand equity. The chart developed by Pelsmacker, Geuens and Bergh (2001)

assisted to do so. The advertising types presented in Pelsmacker’s et al. chart were indicated by

associating them to previously identified functions of persuasion: awareness/salience (attention,

memorise), likeable (please), emotional (distract) and symbolic (distract). These findings directly

ascertained the parts of the brand equity, which are strengthened by the specific communication

strategies revealed previously. Therefore, guerrilla marketing strategies used by Hell Pizza positively

affected Brand Awareness and Brand Associations within its brand equity.

Key words: guerrilla marketing, guerrilla advertising, billboards, brand equity, unethical advertising

Characters (no space): 1806


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Table of Contents

Abstract ................................................................................................................................................................... 2

1. Introduction ..................................................................................................................................................... 4

1.1. Problem statement ................................................................................................................................... 4

1.2. Motivation ............................................................................................................................................... 5

1.3. Method .................................................................................................................................................... 5

1.4. Structure of BA thesis ............................................................................................................................. 6

1.5. Delimitation ............................................................................................................................................ 6

2. Background information ................................................................................................................................. 7

3. Theoretical Framework ................................................................................................................................... 7

3.1. Social Semiotics ...................................................................................................................................... 8

3.1.1. M.A.K. Halliday ............................................................................................................................. 8

3.1.2. Multimodality ................................................................................................................................. 9

3.1.3. Kress and van Leeuven ................................................................................................................... 9

3.1.4. Van Leeuven’s text and image relation ......................................................................................... 10

3.2. Persuasion ......................................................................................................................................... 11

3.2.1. Implicit and explicit persuasion .......................................................................................................... 11

3.2.2. Persuasion functions by Stockl ........................................................................................................... 12

3.3. Marketing communications .................................................................................................................. 13

3.3.1. Guerrilla Marketing ...................................................................................................................... 14

3.3.2. Branding ........................................................................................................................................ 15

4. Methodology ................................................................................................................................................. 18

5. Analysis ........................................................................................................................................................ 20

5.1. Multimodal analysis .............................................................................................................................. 20

5.2. Functions of persuasion ........................................................................................................................ 27

5.3. Contribution to brand equity ................................................................................................................. 28

6. Conclusion .................................................................................................................................................... 29

7. References ..................................................................................................................................................... 30

8. Appendices ..................................................................................................... Error! Bookmark not defined.

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1. Introduction

Nowadays the high competitive markets as well as over advertising have created a need for brands to

differentiate in order to reach out to the consumers. Consequently, guerrilla marketing practices

appeared as a proper alternative option to traditional marketing. The definition proposed below

presents the main features of this type of marketing communications.

Guerrilla marketing is an unconventional way of performing marketing activities, which has recently

been a preferable practise for its surprise value and the ability to operate on a particularly low

budget.1

Furthermore, it interacts with the customer on a personal level, as guerrilla’s practitioners “aim its

messages to individuals or, if it must be a group, the smaller the group, the better”

2.The concept itself

was developed by marketing expert Jay Conrad Levinson and presented in his book Guerrilla

Marketing Handbook in 19843

1.1. Problem statement

.Even though the practice is rather new, it is widely used by different

companies, as both, small and major business appreciate the benefits provided by this marketing

approach. However, the analysis of this paper will focus on only one of the guerrilla marketing tools,

namely guerrilla advertising, which is, according to Ay, Aytekin and Nardali (2010), the most

innovative and creative part of guerrilla marketing. All in all, creativity within advertising strongly

contributes to effectiveness, as the advertisements “not only communicate its message but also ensures

that the message is imprinted for a longer period” (Ay, Aytekin and Nardali, 2010, p. 281).

Due to the intense guerrilla marketing use today, it seems to be relevant to explore this approach more

in details. Therefore, this paper will strive to investigate the specific communication strategies within

guerrilla marketing communications, while analysing billboards, which were recognized as highly

unethical, launched by Hell Pizza restaurant chain in New Zealand. The following questions will assist

to specify the focus of analysis:

1http://linkinghub.elsevier.com/retrieve/pii/S0749379708002560 2http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/ 3http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/


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• What are the functions of persuasion within the multimodal communication strategies

employed by Hell Pizza in their billboards?

• How do these strategies contribute to strengthening the brand equity?

1.2. Motivation

The leading motivation towards this topic is that, there is a lack of studies that focus on detailed

analysis of persuasive strategies employed by guerrilla marketing. As it is a fairly new marketing

practice, which was developed only around the 80’, the investigations within this subject could be

relevant as much as useful and could inspire for further exploration of the topic in the context of other

businesses. Furthermore, the billboards produced by Hell Pizza, as it is mentioned before, could be

seen as provoking, therefore, it is interesting to investigate such a challenging type of advertising. The

challenge appears while taking into consideration the consequences regarding the brand image, in case

of negative consumer response to highly unethical billboards around the country. However, the thesis

will try to investigate the contribution to Hell Pizza brand equity, not the brand image. Moreover, the

billboards, as a type of advertising, could be defined as an outdoor sign or poster you usually see on

freeways, highways and streets.4

1.3. Method

In the next section, the method of the analysis will be briefly

explained in order to get an overview of the main approaches, which will be used in this paper.

First of all, in order to clarify the methodological foundation, there is a need to identify the specific

scientific approach, which will stand as a basis of analysis within the paper. Thus, the hermeneutics

could be the most appropriate scientific method, as the key of the thesis method is to analyse given

materials in the interpretative manner. The method used to identify the multimodal communication

strategies within Hell Pizza brand is a combination of two different theories. First of all, theories

within the field of social semiotics will be the fundamental theoretical framework to analyse visual and

textual elements of chosen advertisements. Kress and van Leeuven will assist to identify visual

communication strategies and Halliday Register analysis theory will facilitate to investigate the textual

part. As the approach proposed by Kress and van Leeuven was following Halliday concepts, the

analysis will be more consistent and cohesive. Subsequently, after identifying visual and textual

4http://advertising.about.com/od/advertisingglossaryb/g/billboard.htm


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functions as well as text and image relation, the persuasive intents will be defined while in connection

to Stockl’s functions of persuasion. Lastly, the chart proposed by Pelsmacker, Geuens and Bergh

(2001) will facilitate to account for the contribution of communication strategies to the brand equity.

All the theories will be explained more precisely in the Chapter 3, namely Theoretical Framework.

1.4. Structure of BA thesis

The thesis will consist of six main chapters: introduction (Chapter 1), background information (chapter

2), Theoretical Framework (chapter 3), Methodology (chapter 4), Analysis (chapter 5), Conclusion

(chapter 6). The following chapter (2) will describe the contextual aspects, such as the background of

fast food industry and Hell Pizza restaurant itself. It is relevant to take into consideration the context

while analysing discourses, as it might assist in comprehending the communicative strategies more in

depth. Furthermore, the theoretical framework (3) will present the main theories in order to provide the

reader with required background knowledge for understanding the methodological choices.

Subsequently, the methodology (4) chapter will explain the methodology, which will be used to

answer the thesis statement. The analysis part (5) will be divided in three subchapters: multimodal

analysis (5.1), persuasion (5.2) and brand communication (5.3). All three dimensions are interrelated in

a way that supplement each other and contribute in proposing comprehensive investigation. Finally,

the thesis will strive to draw conclusions evaluating the persuasion within the multimodal

communication strategies and their influence on the brand equity.

1.5. Delimitation

As it is stated before, this thesis will strive to analyse six billboards belonging to Hell Pizza guerrilla

marketing campaign in order to answer the problem statement of the thesis. The first delimitation of

analytical material was based on the main angle of the paper – guerrilla advertising. The chosen

advertisements could be defined as highly conspicuous and unethical regarding its content. I have

chosen to make multimodal analyses of a particular genre, which is billboards, in order to produce as

detailed investigation as possible, even though almost all Hell Pizza’s marketing activities are within

guerrilla perspective. Furthermore, these analysis could also be validated by reception analysis, for

instance through quantitative interview, but due to the length of this thesis and to the specific problem


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statement, I have chosen to leave that for future research endeavours. It is claimed that visual

communication is not universally understood in the same way and it is culturally specific (Kress and

van Leeuwen, 2006, p. 4). However, as this paper would not be focusing on how strategies are

perceived by viewer, but on the strategies itself, the cultural analysis will not be present.

2. Background information

Hell Pizza restaurant was established by Callum Davies in New Zealand. In the very beginning it was a

particularly small pizzeria in the city of Wellington. However, the enthusiasm and persistence of the

owners led the concept to spread around the whole country. Now there are 66 restaurants launched in

New Zealand, together with several in Great Britain and Australia. Along the way, Hell Pizza

experienced several obstacles, but fortunately, their innovative thinking and experimentations within

the marketing communications assisted to reach the success of the present.5Hell Pizza is a restaurant

chain that could be accredited as operating within the fast food industry. However, fast food

restaurants, including pizzerias, are considered as unhealthy food providers, which contribute in

raising the level of obesity within society (Allen, Taylor et. al., 2009, p.337). Therefore, it is no

coincidence that industries as such, need to adjust the specific marketing strategies in order to persuade

the selective and well-informed consumers of today. The sufficient competition amongst the fast food

chains, while not even taking into consideration food industry in general, indicates the necessity to

differentiate6. Additionally, there is the presence of indirect competition between fast food restaurants

and healthy life style promoters such as fitness companies. Both industries incorporate guerrilla

marketing practices within their communication strategies, especially in advertising7

3. Theoretical Framework

. Thus, it is

interesting to ascertain by what means and how far a restaurant as Hell Pizza is determined to go in

order to be recognized as a brand, overcome the competition and, consequently, increase the profits.

5http://hellpizza.com/nz/about 6http://www.lonelyplanet.com/new-zealand/restaurants?sort_dir=desc&sort_order=popular 7http://3.bp.blogspot.com/_agHXcORx9eY/ScA-DyUNk4I/AAAAAAAABuo/YqE20R91EvU/s1600-h/guerillaad1a.jpg http://3.bp.blogspot.com/_agHXcORx9eY/ScBBE-eRAUI/AAAAAAAABvA/JxjjAMeyYvY/s1600-h/guerillaad12.jpg etc.

http://www.lonelyplanet.com/new-zealand/restaurants?sort_dir=desc&sort_order=popular�

http://3.bp.blogspot.com/_agHXcORx9eY/ScA-DyUNk4I/AAAAAAAABuo/YqE20R91EvU/s1600-h/guerillaad1a.jpg�

http://3.bp.blogspot.com/_agHXcORx9eY/ScBBE-eRAUI/AAAAAAAABvA/JxjjAMeyYvY/s1600-h/guerillaad12.jpg�


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Further on, the relevant theories within the social semiotics and marketing communications will be

presented and explained. This chapter will provide the reader with the basic knowledge regarding the

subject of thesis and present the charts and tables relevant for the analysis part.

3.1. Social Semiotics

One of the first researchers of semiotics was Saussure, who advocated the idea that semiotics is a

science studying the role of signs within the social context8. In other words, in order to understand the

meanings, it is necessary to interpret the language regarding to its social context. Later on, semiotics

became one of the major approaches to cultural studies, as Barthes emphasized on the importance of

the cultural settings while interpreting the given signs. Additionally, Halliday as the modern social

semiotics representative, suggests to interpret both, discourse and linguistic system, within the specific

culture where the text was exposed (1996, p. 93).Generally semiotics is used to analyse the texts in

order to retrieve the meaning of the particular communication. Though, the text could be any set of

signs such as words, sounds, images etc. However, social semiotics studies both how people use

semiotic resources in order to produce communication artefacts and how they interpret them within the

specific context9

.Additionally, as visual communication is a crucial part of analysis in this paper, it is

important to emphasize that the social semiotics is concerned with all the modes of semiotics,

including visuals. Further on, as the thesis analyses engage with social semiotics theory, the

practitioners of this field as well as their approaches will be explained more in details.

3.1.1. M.A.K. Halliday

Michael Alexander Kirkwood Halliday has developed the notably essential theory within social

semiotics, which concerns the different functions of the language. He stresses that the language is the

product of the social process; therefore, while comprehending the meaning in a particular social

reality, the focus should be on the whole text or discourse, not on sentences (Halliday, 1996, p 89).

Moreover, this semantic system is organized around two concepts: “language as a means of reflecting

on things, and language as a means of acting on things” (Halliday, 1996, p. 289). Subsequently, there

are three general functions regarding the structure of language resources. The ideational function,

8http://www.aber.ac.uk/media/Documents/S4B/ 9http://thoughtjam.wordpress.com/2009/01/02/van-leeuwen-theo-introducing-social-semiotics/


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which refers to the construction of the content within the text, also called representational function.

The latter function is entitled as interpersonal and it concerns the interaction between sender and

receiver. It enables the receiver to define the role of the sender as well as the content of the message

proposed (Stillar, 1998, p 20). Lastly, the textual metafunction is used for evaluating the cohesion of

information throughout the text (Stillar, 1998, p. 21).The theory of systematic function grammar has

been fundamental theory for the further researchers within the field of social semiotics. Kress and van

Leeuwen expanded Halliday’s approach to the other semiotic modes and the term multimodality was

introduced to the field.

3.1.2. Multimodality

As one of the essential methods of this thesis is to analyse the multimodal text, it is important to

explain the concept in more details. It is claimed that, the term multimodality was developed, in order

“to create a theory of semiotics appropriate to contemporary semiotic practice” (Kress and van

Leeuwen, 2001, p. 2). Also, to establish one theoretical framework and common terminology for all

semiotic modes, so it could facilitate the process of multimodal texts analysis (2001, p. 1). According

to the authors, multimodality emphasizes on a relevance of all semiotic modes, such as image, sound,

movement, not only language-in-use as a primer mode (2001, p. 4). Hence, it is important to highlight

that it does not prefer any mode. Furthermore, as “multimodal texts make meanings in multiple

articulations” (2001, p.4), it is important to account for the forms and meanings of all semiotic modes

included in multimodal text, in order to obtain the meaning of the whole text. The following section,

which will explain the analytical tools necessary to analyse visual communication, is highly important,

as the focus of the multimodal analysis is concentrated on the visual part.

3.1.3. Kress and van Leeuven

The visuals have been counted as self-expression rather than communication. Kress and van Leeuwen

stressed that is it important to take in consideration the meaning of the way images are constructed and

structured within the text (2006, p. 1). Barthes claimed that the images are always related or even

dependent on verbal text (Kress van Leuven, 2006, p. 18). On the contrary, despite the classical

approaches, Kress and van Leeuwen argue that “the visual component of a text is an independently

organized and structured message, connected with the verbal text, but no way dependent on it – and

similarly the other way around” (2006, p. 18).Furthermore, visual language is more depended on the


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specific culture, therefore, it cannot be generalized (2006, p. 4). However, as it is stated in the

Delimitation, the paper will not focus on the cultural perceptions. Thus, as it is mentioned in the

previous section, Kress and van Leeuwen adjusted Halliday’s three metafunctions to their study of

visual ‘grammar’. Hereby, the ideational defines the participants and their roles within the text as well

as how they are interlinked with each other. The interpersonal defines the social relationships, while

textual deals with the structure and cohesion among the different semiotic modes (Kress and van

Leeuwen, 2006, p. 42-43).Evidently, the tools proposed by Kress and van Leeuven are concerned with

the same functions as Halliday’s, but in regards to images.

3.1.4. Van Leeuven’s text and image relation

It is highly important to define the text and image relation and discuss the way these two modes are

linked, as the Hell Pizza billboards contain both, image and text. Van Leeuwen claims that the value of

information is related to its context, meaning that, while interpreting the information, the specific

communicative interests and purposes as well as other pieces of information within the context should

be taken into consideration (2005, p. 219). The author stresses three different categories within the

information linking: verbal, visual and visual-verbal. However, in this paper, his approach will

facilitate the discussion of the image and text relationship in the advertisements. The basis of word and

image relation study is derived from classical semiotic approaches. First of all, Ronald Barthes

developed two key concepts “anchorage” and “relay” in order to assist the process of defining the

relation. “Anchorage” refers to the relationship when the words elucidate the image. It is seen as

similar concept to Halliday’s “elaboration”. Meanwhile, “relay” defines the complementary

relationship between image and word, which is therefore close to the term “extension” delivered by

Halliday (van Leeuwen, 2005, p. 229). Apparently, when the multimodality within semiotics is taking

place, there is a need to extend the classical approaches. Thus, the “linking” theory is here to amplify

the fundamental theories and to provide the extensive options of text and image relations. See table

below:


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Table 1. Overview of visual-verbal linking (van Leeuwen, 2005, p. 230)

Therefore, van Leeuwen’s theory of “linking” could assist in linking the visual and textual analysis in

order to extract the overall meaning of the message within advertisements. In the further chapter, the

concept of persuasion will be defined as well as some approaches for identifying the types and

functions of persuasion.

3.2. Persuasion

Persuasion has become an inevitable part of daily life. There are so many different types in different

forms exposed every day that it is hard to distinguish between intentional and unintentional persuasive

events. Hence, Perloff combined several definitions developed by other researchers within the field of

study and proposed his own.

“a symbolic process in which communicators try to convince other people to change their attitudes or

behaviours regarding an issue through the transmission of a message in an atmosphere of free choice”

(2010, p .12).

Generally, all the use of language could be seen as persuasion, but mostly it is highly associated with a

public sphere like advertising, political speeches as well as within professional discourse such as

business negotiations (Halmari, 2004, p.3). Therefore, in regards to what kind of behaviour is intended

to change or how beneficial would be the consequences for the persuader, there are two types of

persuasion identified.

3.2.1. Implicit and explicit persuasion


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Persuasion could be categorized in two types – explicit and implicit. As the materials analysed within

this thesis are advertisements, the types of persuasion will be described in regards to advertising. The

main difference between the two types is that audiences observing implicit persuasion are not aware of

advertising presence in the given content. It is usually very deliberately blended in media sources such

as newspapers, so the viewer subconsciously perceives the advertising as part of the news (Halmari,

2004, p. 242). However, the advertisers should be aware that implicit persuasion would become

explicit, if people would notice the trick of how the advertisement proposed works (Halmari, 2004, p.

242). Therefore, explicit persuasion could be as much effective as implicit if being creative and eye

catching. Also, by using explicit persuasion there is no risk of being accused of exploiting the

subconscious mind of the consumer. Moreover, as to only define types of persuasion does not seem

enough for detailed analysis, in the next section seven functions of persuasion by Stockl will be

presented, which will be used in the analysis part.

3.2.2. Persuasion functions by Stockl

The content of printed advertisement, including billboards, usually consists of verbal text and images.

It is argued that the message is more effective while combining these two different modes

(Garzone,Poncini, Catenaccio, 2007, p. 33).According to Stockl, different elements in the text could

have different functions as well as the whole text has its own function. Therefore, he proposes seven

functions of persuasion: Attention, Imagine, Yield, Please, Distract, Comprehend, and Memorise (See

Table2). Stockl claims that not all of the functions are compulsory as the element within text might

have one of the functions, all of them or none (Garzone et al., 2007, p. 36).

ATTENTION Ability to catch attention through dimensions, typography style, rhetoric or

lexical choices.

COMPREHEN

D

Makes the content understandable in the cognitive and emotional perspectives.

Clear structure and positive connotations.

YIELD Aims to make credible and acceptable prepositions regarding target audiences.

MEMORISE Ability to stimulate the memory of recipients through linguistic techniques,

visual elements etc.

IMAGINE Through use of metaphors, tense, mood or rhetorical figures project addressee

into other state of existence broadens imagination.


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DISTRACT Attempt to steer the attention from actual argumentation, by using humour,

irony, parody, comparison or understatement.

PLEASE Entertaining function implying decoding process that requires an intellectual

effort, but is gratifying for the receiver. For instance, Ingenious statements,

puzzling formulations, puns, unusual verbal-visual combinations.

Table 2. Seven functions of persuasion (Garzone, Poncini, Catenaccio, 2007, p. 33).

3.3. Marketing communications

This chapter will present the relevant marketing communication theories and will strive to discuss the

differences between traditional marketing and guerrilla marketing practices as well as reveal the

importance of branding within marketing communications, guerrilla or traditional. To begin with, the

field of marketing communication was investigated by many different researchers. However, the

definition proposed by Pickton and Broderick covers the essential characterization. Marketing

communications stands for “all the promotional elements of marketing mix, which involve the

communications between an organization and its target audiences on all matters that affect marketing

performance” (Pickton and Broderick, 2005, p. 4). However, in order for the companies to be more

consistent and clear with the marketing messages, the concept of Integrated Marketing

Communications (IMC) comes along. Different marketing communications are structured and co-

ordinated in a way that facilitates to reach the particular target audiences. In connection to this,

according to Kotler, IMC could also be defined as “a way of looking at the whole marketing process

from the viewpoint of the customer” (2003, p.563; Pickton and Broderick, 2005, p. 3).The marketing

mix activities and tools provided my IMC, could range from Advertising, Public Relations, Direct

Marketing, Sales promotion, even Packaging etc. (Pickton and Broderick, 2005, p. 543). Thus, the

most important task of marketers is to choose the right tools for their marketing communication

strategy. Further on, the advertising activity within IMC will be explained more in details, as the thesis

focuses on analysis of communication strategies within billboards, which is one of the forms of

advertising. For its long existence and popularity the term advertising is often confused as being a

definition of marketing communications, however, it is only a part of it (Pickton and Broderick, 2005,

p. 4). Additionally, as definition argues, “advertising is the use of paid mass media, by an identified

sponsor, to deliver marketing communication to target audiences” (Pickton and Broderick, 2005, p.

593). However, not all the marketing activities are paid, for example, Public Relations. Thus, it proves


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that advertising is only one of the marketing tools. Advertising is beneficial for its ability to reach mass

audiences as well as target selectively if needed. Moreover, it has low unit cost, which is important

while taking budgeting into consideration. Lastly, it is successful in raising levels of awareness, brand

development and maintenance (Pickton and Broderick, 2005, p. 598). Advertising is the part of IMC,

which should be a deliberately continuous activity in order to maintain competitive advantage and be

effective. Although, there is no concrete understanding of how advertising works, companies around

the world invest in this marketing activity by assuming that it just works (Pickton and Broderick, 2005,

p. 614). In the next section the marketing communications together with advertising will be explained

within the guerrilla marketing perspective.

3.3.1. Guerrilla Marketing

At first guerrilla approach was established as an alternative to traditional marketing to facilitate the

start-up of new and small businesses. However, now it has become increasingly prominent strategy

adopted by well-known, huge corporations such as Pepsi, American Express, McDonald’s and so on

(McNaughton, 2008, p. 303). Moreover, it is claimed that guerrilla marketing strategy usually is

practiced by market challengers which are aiming to increase their profitability by gaining more

market share from other competitors (Kotler, Armstrong, Sounders, Wong, 1999, p. 532). However,

Jay Levinson, the so-called Father of guerrilla marketing, contradicts this approach by saying that

guerrilla is leaning towards collaboration instead of competing against the companies operating in the

same industry (Levinson, 2007, p. 6). “I'm referring to the soul and essence of guerrilla marketing

which remain as always - achieving conventional goals, such as profits and joy, with unconventional

methods, such as investing energy instead of money”10

10http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing

This is how he defines the purpose of engaging

in guerrilla marketing activities. Accordingly, creativity and enthusiasm are the key features for

guerrilla entrepreneur. There is confusion while defining the structure within guerrilla marketing.

Some researches see terms such as Guerrilla marketing and Guerrilla advertising functioning as

separate entities. “Guerrilla communication functions as advertising given that it presents products to

consumers, functions as marketing because guerrilla campaigns are intended to drive sales and

increase mindshare” (McNaughton, 2008, p. 304). However, Guerrilla marketing could also be seen as

an alternative to traditional marketing activities. It corresponds to Integrated Marketing

Communications structure, as all the tools and activities (PR, Advertising, Sales Promotions etc.)


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existing in tradition marketing, are available within guerrilla marketing approach. Therefore, it could

be assumed that guerrilla advertising is a part of guerrilla marketing likewise in IMC structure. Further

on, the comparison between traditional and guerrilla marketing, could assist to define the guerrilla

perspective more precisely. The table developed below is based on Jay Conrad Levinson’s (2007)

book.

TRADITIONAL MARKETING GUERRILLA MARKETING

Focus on volume of advertising Focus more on the impact of the message Target broader audiences Target more narrow target audiences Invest money Usually Invest less money, instead focus

on time, energy, imagination Determine the competitors you ought to obliterate

Scans the competition to determine the business with the same standards in order to cooperate

Monologue and dialogue Mostly dialogue

Identifies heavy weapons of marketing:

TV, Radio, Internet, Newspapers, Direct

Mail

Identifies 200 weapons and most of them

are free

Table3. What is Guerrilla Marketing today (Levinson, 2007, p. 5-9)

Apparently, there are many differences between traditional and guerrilla marketing approaches. The

main prominent features are that guerrilla marketing strategies are focusing more on consumers, on

their needs and benefits and guerrilla practitioners aim to operate on the lowest budget possible.

However, both perspectives are focusing on the same intent – to establish the brand and to streghen its

equity. Therefore, the following section will discuss what the term brand stands for and how marketing

communications affect brand equity.

3.3.2. Branding

Pelsmacker et al. defines brand as “a name, term, sign, symbol or design, or a combination of these,

intended to identify the goods or services of one seller or group of sellers, and to differerenciate them

from thoose of a competitor“ (2001, p. 35). Basically it is a set of specific features and atributes, which

identify and differenciate the product or service from the others. Moreover, it is said that generally the


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purpose of marketing communications is to facilitate brand establishment and thereafter communicate

the essence of the brand. Hence, one of the great tasks within marketing communications is to enhance

and sustain the brand equity, which is a set of assets (and liabilities) linked to a brand’s name and

symbol (Aaker, 2002, p. 7). The brand equity consists of four main parts, which could be strengthened

by the specific marketing communication strategies. Firstly, brand awareness appears while increasing

brand recognition and recall as well as influencing customer’s attitudes and perceptions towards the

product or service. Also, it is not only to inform about the existence of the brand, but also to

communicate the attributes and characteristics of the product or service in a memorisable manner

(Pelsmacker et al., 2001, p. 45). Strong brand association is all about building brand personality,

which could settle in evoked sets of the customer. The functional attributes such as speed, user

friendliness, trustworthiness or humour could be associated with a brand through its communication

(Pelsmacker et al., 2001, p. 46) as well as celebrity endorsements or particular symbols used in the

promotional activities such as advertising. The prominent features within the brand are usually the

ones evoking the associations. Furthermore, the overall opinion about the performance of a particular

product or service comparing to other is concerned with quality perception. There are intrinsic cues

related to the concrete physical properties of the product, such as colour or taste and extrinsic cues

which evaluate brand’s quality while considering the features delivered by marketing strategies, such

as price, level of advertising and so on. The last component of brand equity is customer loyalty, which

could be seen as a final goal of every company – to have constant customers. Hence, it could be

claimed that customer loyalty is strengthened by contributing to the other components, as people start

to be loyal to the product or service, which are highly recognized, has a perceived quality and implies

positive associations. As it is mentioned before, the analysis will aim to investigate how the

communication strategies within Hell Pizza contribute to brand equity. Thus, the chart developed by

Pelsmacker et al. (See Chart 1) could facilitate to identify which components are strengthened by the

particular communications.


17

Chart 1. Brand equity components and advertising models (Pelsmacker et al., 2001, p. 52)

According to the authors, advertising has been the main marketing communications tool while building

brand equity (Pelsmacker et al., 2001, p. 52).The term ‘advertising models’ throughout this paper will

be named ‘advertising types’ in order to avoid the confusion in the terminology. As it is illustrated,

each advertising type contributes to a particular part of brand equity. Therefore, it is necessary to

explain these types in order to be able to relate them to the functions of persuasion within multimodal

communication strategies. Pelsmacker at al. (2001, p. 52-3) claim that Awareness-salience stands for

outstanding advertisement intend to increase awareness and recall, usually used to introduce the brand.

Symbolic advertising strives to communicate symbolic meaning of the brand and its personality traits.

Also, it creates links between the name of the brand and brand symbols, such as logo, packaging or

design as well as identifies the potential consumers (Pelsmacker et al., 2001, p. 52).The likeable

advertisements usually create advertising involvement through techniques such as creativity, humour

or celebrity endorsements. Emotional advertisements stimulate the feeling of excitement, nostalgia and

try to build up the emotional associations to the brand as well as create the empathy. The Relationship

advertising stresses the values and benefits of a brand for the consumer, along with emotional

involvement and brand associations. Sales response is mostly concerned in generating sales, therefore

aims to provoke direct response behaviour by providing relevant information about how to get the


18

product. Lastly, the Persuasion as a type of advertisement in this chart refers to the advertisements,

which emphasize on the best features of the product or service and strives to get the main message

across in order to enhance the perceived quality of the brand. However, I would like to criticize this

part of the chart, as within this thesis the term persuasion is much broader. According to Perloff,

“anything what involves moulding or shaping attitudes involves persuasion” (2010, p.3). Thus, all the

advertising types mentioned in this chart could be seen as intents of persuasion. Besides that, as not

everybody are persuaded by the same means, there is no one best way to persuade all the customers

(Perloff, 2010, p. 4). Therefore, the advertising type emphasizing on the main message should not be

called persuasion. Instead it could be called rational advertising, as it is trying to establish a link

between a brand and its essential benefit, which most likely is a particular tangible feature or attribute

of the product itself. In the following chapter, the method used in this thesis will be introduced and

explained in details.

4. Methodology

It is important to identify the scientific method used within the paper. As this thesis will strive to

obtain the vital findings through the means of interpretation, the hermeneutics could be seen as an

appropriate method. According to Schleiermacher (1768-1834) hermeneutics is the science of

interpreting in order to reach the understanding. Moreover, within hermeneutics there are two main

dimensions – grammatical and psychological. The multimodal analysis revealed in the paper would

stand as a grammatical dimension, which is concerned about general grammatical laws governing the

text. The persuasion and brand equity analysis will stand as psychological dimension focusing on the

intentions and meanings of the advertisements.


19

Chart 2. Methodology structure

First of all, the theoretical framework is composed of three main categories of theories. Social

semiotics part will assist to analyse the multimodal texts, in this case, Hell Pizza billboards. As they

consist of both text and images, the analysis of these two modes is crucial. Halliday, as well as Kress

and van Leeuwen, delivered the approach proposing three functions of language. As I described in the

previous chapter (Theoretical Framework), they all account for different aspects within the text or the

image. Besides that, the combination of text and image within advertisement is usually an essential

tool used to transfer more effective message. Hence, the identification of the relation between the two

elements would facilitate the understanding of the meaning of particular advertisements as well as

overall communication strategy within the billboards. Subsequently, after analysing all the billboards

separately and summarizing the findings, the functions of persuasion will be specified accordingly.

Stockl developed the model containing seven functions described in the Theoretical Framework

chapter (See Table 2.). He proposes a broader variety of functions that persuasion could have.


20

Employing this theory to the analysis, delivers a more nuanced image of persuasive intents used in

Hell Pizza billboards. Further on, in order to reveal how the functions of persuasion within the

multimodal communication strategies contribute to the brand equity, the chart developed by

Pelsmacker, Geuens and Bergh (2001) will be used (See Chart 1). Thus, the functions of persuasion

will be related to the advertising types proposed in Pelsmacker et al. chart (See Theoretical

Framework). Consequently, it will assist to detect the parts of brand equity, which are strengthened

through these specific strategies. To sum up, the method consists of integrated theoretical framework,

namely social semiotics, complemented with persuasion and brand communication. Additionally, it is

important to mention, that this methodology requires relevant argumentation throughout the analysis in

order to successfully interrelate two separate theoretical frameworks.

5. Analysis

In this part, the analysis of six billboards will be proposed in order to reveal the multimodal and

persuasive communication strategies and their contribution to brand equity. Firstly, visual followed by

textual and text-image relationship analysis will be presented as well as persuasion functions will be

indicated. Secondly, while taking into consideration previous findings, the types of advertisement will

be identified in order to discover how guerrilla advertising communication strategies contribute to the

brand equity.

5.1. Multimodal analysis

The analysis of each billboard will be delivered separately, however the conclusions will summarize

all the findings in order to facilitate the further analysis such as persuasion.

Billboard 1. Bush1 (See Appendix 1)

Visual analysis will focus more on the image and visual grammar within the whole advertisement. This

billboard has a symbolic participant, which is associated with specific symbolic values (Kress and van

Leeuwen, 2006, p. 105). The picture contains only one participant in the portrait, which could be seen

as a suggestive carrier whose identity and general personality traits are the most important in the

advertisement. Therefore, a former US President George W. Bush was chosen to symbolize the evil

person as he carries negative personal and professional background. Regarding the interpersonal

contact, the gaze of participant is addressed to the viewer within a very close distance. Hence, it is


21

suggested to be an intimate and demanding relationship. However, it seems like the image is taken

from Bush’s political campaign archive and placed in this particular advertising. In this case Bush

himself is not demanding or convincing to buy the product, meanwhile he is only illustrated example

of negative character. Therefore, this picture is taken from one context and placed to another in order

to evoke the direct familiarity with a person as we mostly know him within political environment. It is

placed at the equal angle towards the viewer in order to create a personal relationship with his voters.

However, as Hell Pizza decided to propose Bush as an evil in this advertisement, the reason of image

choice might be highly sarcastic. He exposed himself as honest person who is not afraid to face people,

but his actions were not corresponding with the promises. Thus it makes him even more evil as he

could be considered a liar. In regards to textual metafunction the information value is polarized, as

there are no centred elements. On the left side of advertisement contains the given picture of public

persona who is assumed to be familiar to the viewers. As an opposite, the elements placed on the right

usually provide the new and essential information as the viewers pay most of the attention to that part.

Thus, in this advertisement, the right side contains the statement about Bush as well as company’s

contact information. Furthermore, the upper section emphasizes on appeals, in this case sarcastic

and/or unethical humour, suggested by picture and verbal statement together as a whole. It strives to

present the ideal brand image – provocative, daring and sarcastic. Also, the message transferred within

the topic of hell, which is the main concept of the brand as well as its name. The elements placed in the

bottom are considered as real and usually visualize the product and provide the actual information

about it. Therefore, Hell Pizza website and telephone number is indicated to order the actual product or

contact for the company in general. In connection to salience, the combination of black and white

(high tonal contrast) on the right side of advertisement, tend to attract viewer’s attention (Kress and

van Leeuwen, 2006, p. 202). Furthermore, the image of public human figure stands out as a presence

of the salience as well. All in all, the whole picture is salient, especially while taking into consideration

the overall meaning suggested – exposing George Bush as an evil person belonging to hell. Through

salience, it is aimed to emphasize on shocking as well as sarcastic elements of advertisement. In terms

of framing, the billboard is separated in two parts, image and textual part. However, as the colouring of

the whole advertisement is within the same scale colours (black, while, grey), it stimulates to perceive

the picture and its meaning together. Moreover, the choice of colours is facilitating to emphasize the

focus on the meaning of the message not on flashy colours or effects within the billboard.

Additionally, black and white are usually perceived as classy and serious colours, hence, it could be

argued that the choice was made in order to sharpen the sarcasm (it is not a joke, it is serious).The


22

textual part will focus on the textual communication strategies. Text-image relationship will be

discussed in order to extract the essential meaning of the whole advertisement. In regards to

representational function, this sentence could be seen as a general statement without particular time

frame. Furthermore, it includes the antonymy (“good” and “evil”) to emphasize how negative ‘the evil’

George Bush is. Additionally, it corresponds to the choice of colours, as black colour could symbolize

the evil and white colour stands for goodness. Therewith, the use of meronymy (“hell” as a whole and

“evil bastards” as part) is present to propose the connection that evil persons belong to hell and even

claims it to be too good for Bush. It is a declarative sentence that has a purpose to catch attention as

well as entertainment value through proposing a possibility for interpretations. Moreover, the

qualitative adjective “too good” serving the antonymy function, however, the whole clause “too good

for some evil bastards” stands as an explanation of what is too good for hell. Hence, the text is not

supposed to convince or persuade, but propose a statement in order to shock or please (depending on

the viewer’s background and personality). In terms of coherence, the advertisement has an anaphoric

reference type, where the element refers to the previous one. In this case text refers to the picture and

the adjective clause refers to “hell”. Thus, the picture explained by the following text and the subject

(“hell”) is explained afterwards. Lastly, in connection to Van Leeuwen the text and image relation

within this advertisement could be counted as complementary. Both could stand separately and

propose totally different meanings than the one revealed while combined together. Therefore, both

elements are necessary to create and transfer a full message. Also, it could be seen as specification, as

the picture illustrates the text in order for it to make sense for a particular meaning.

Billboard 2. Bush2 (See Appendix 2)

To begin with, as this advertisement is particularly similar to the previous one, I will exclude several

analogical points within the analysis. The image contains the same character namely George Bush

representing the same negative values. However, within this picture the participant carries specific

attributes, such as red eyes and devil’s signature (666) on his forehead. This could be seen as an

exaggerated attempt to indicate the negative public opinion about the participant in order to distract

and stimulate the attention. It could be seen as a demand image, but as there is no direct gaze because

of the red eye effect, it could be also assigned to be an offer picture representing the person who is

over the standards of hell. Additionally, even though the shot is intimate and on eye level, the red

effects disturb the direct contact. Furthermore, the information value is polarized and almost identical

to the previous advertisement (Bush1). However, while taking into consideration only image, the top


23

part could be seen as ideal – Bush is devil with red eyes and symbols on his head. Meanwhile, the

bottom part revealing formal clothes indicates his true identity. In terms of salience, the black and

white background and the outstanding red on participants face is creating colour modulation effect. It

composes the emphasis on the red colour, which symbolises the fire, in this context, hell or devil.In

connection to textual strategies, the possessive verb “has” indicates that hell dictates its rules and Bush

is even too evil for hell. As it is highly exaggerated statement, it corresponds with the exaggerated

effects within the image. Generally, it is a statement, which is not referring to any particular time,

however, as it is present tense, it could be claimed that it is meaningful and important nowadays. Also,

in terms of meronymy, the whole could be “hell” and the part – “standards”. Accordingly, the plural

form of the word ‘‘standard’’ could indicate that there is more than one standard within hell.

Moreover, it is a declarative sentence, which attempt to generalise the image of hell while indicating

its standards. The subject (“hell”) is emphasized in order to stress the name of the brand as well as the

whole concept of hell. The function of the word “even” is to accent how negative Bush is that even for

hell he is out of the standards. Lastly, the combination of text and image is crucial for the whole

meaning. The same as within the previous advertisement, combination both, complementary and

explanatory relations, could be defined in this advertisement.

Billboard 3. Lust (See Appendix 3)

The participants within this advertisement are symbolic: carrier - pizza, and symbolic attribute – the

package. According to the narrative structure of analytical process, the carrier is ‘the whole’ and

possessive attribute is ‘the part’, it could also be interpreted the other way around, as the pizza is inside

the package (Kress and Van Leeuwen, 2006, p. 50). However, as the pizza is the main product within

Hell Pizza brand, the pizza is represented as a carrier. It is an offer picture where the objects are

closely exposed in order to be visible from the long distance as the billboards usually placed along

highways, on buildings etc. The perspective is objective and knowledge orientated where the top down

angle demonstrates the objects in its natural presence. Except that it is a metaphorical package, which

does not exist in the real life. In regards to textual metafunction, the information value is polarized like

in previous advertisements. The top part contains the image of the essential product of Hell Pizza and

its shocking as well as humorous package (condom pack) that represents the ideal brand image of the

restaurant. The bottom part presents the permanent contact information as usual in the given

information. The new element is the message provided, which presents the fact that they have the type

of pizza in Hell Pizza, which is only for people who eat meat, not vegetarians. Hence, it is a very


24

straightforward statement in order to narrow the target audience. Furthermore, it could be considered

that the most salient elements within this billboard are the objects, as this particular combination of

condom and food could be claimed to be unethical or even unsanitary. Additionally, in regards to

Christianity, the condoms are not allowed. Hence, this also refers to the presence of hell (the opposite

of heaven). The background is chosen to be black in order to draw attention to these objects. Their

exaggerated size has the same function. The background within the same colour connects the text and

the image as well as indicates that these elements belong together. In regards to textual choices, there

is the presence of meronymy, while the whole is ‘’pizza’’ and the part is “meat”. It creates a relation in

the sentence, as the pizza has meat and the lovers like meat. Also, the circumstantial role indicates for

whom the pizza is made – “for meat lovers”. Moreover, it is a declarative statement describing the

pizzas of Hell Pizza as well as identifying the potential consumers. Additionally, within the previous

advertisements the emphasis was on “hell”, but the main subject in this statement is “pizza”.

Therefore, according to the fact that the name of the brand is Hell Pizza, the choice of the subjects

seems to be highly deliberate. Lastly, the text and image relation is complementary, as only with the

combination of two elements the full message could be transferred. The unethical image is within the

image and the actual statement is provided in the textual part. However, it could be claimed that texts

makes the image more specific, as the image itself would not transfer the actual statement within the

advertisement.

Billboard 4. Hitler (See Appendix 4)

First of all, it is the same conceptual structure of symbolic carrier delivering his (Hitler) values and

personal traits. It could be claimed that the chosen participant is more negative than the previous one

(with George W. Bush). The fact is that Hitler is actually identified as a highly negative character

regarding the 2nd World War history. Hence, even without the attached message the billboard appears

to be unethical or at least shocking. Furthermore, it is an offer picture representing the dictator and his

ideals as suitable for hell. The use of the low angle makes the participant look significant and imposing

as he is standing on the platform. This attitude gives a reference to his real identity and the occupation.

The information is also polarized, however not in the right order. The sides of new and given

information are switched, presumably because of come visual consideration. Yet, the quotation

provided on the left could be considered as a new thing, as everybody knows Hitler exposed on the

right, but not everyone are familiar with this particular quote. In connection to ideal and real, the

composition is analogical to the previous advertisements – the ideal brand image and the contact


25

details. In this ad the logo is placed down. The main salient element within the billboard is the

participant and his especially recognizable pose (one hand straight up). The black and white colours

were chosen for the same reason – to draw attention to the message, not to the effects or bright colours.

The framing techniques are alike the Lust advertisement – black background to unite the parts. In

terms of textual communication strategies, there are several verbs which accentuate the credibility and

emotions within the text: ‘is’ – relational process, which indicates the concrete fact, not ‘might be’,

‘make’ –the action process referring to the ability to change something and ‘believe’ – mental

reactive process strongly appeals to emotions. However, this quote proposed by the participant (Adolf

Hitler)does not concern Hell Pizza itself, it is only referring to the brand name and concept of the

restaurant (“hell”) in a very indirect way. The antonymy within the text, such as “hell” and “heaven”

refers to the power of speech. Hitler was able to convince people to see the perverted reality (that hell

is heaven). Thus, it is a declarative sentence, more specific, a direct quote. As it is mentioned before,

the subject “hell” is emphasized within the statement in order to stress the concept of hell. In regards to

text and image relation, the elements are linked by the similarity relationship, as the text is provided by

the person portrayed.

Billboard 5.Greed (See Appendix 5)

As most of Hell Pizza billboards, this one is also represented by the symbolic suggestive carrier.

Therefore, there is definitely a pattern regarding communication strategy within these advertisements.

Mark Hotchin is well-known property developer and financier in New Zealand. The particular

character was chosen for its unsuccessful business operations concerning finance issues. His assets and

properties were frozen and court gave him allowance only for 1000$ dollars a week. Thus, the title

‘Greed’ is referring to the fact that he is requesting for 7000$ a week in order to maintain his life in

Australia.11

11http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10695687

The picture is indicating general moment in order to communicate only the personality

traits that the participant is carrying. Even though it is a personal shot directly addressing the viewer,

likewise the advertisements with Bush, the image is taken from another context and it does not have a

demanding function. The shot is particularly close, so the person portrayed could be recognizable from

the distance, because his identity and values is the most important point within the advertisement.The

information value as well as the salience and framing are analogical to advertisement with Bush. The

essential feature of Hell Pizza advertisements containing negative public persons is firstly to attract

attention and shock by the message next to the image. The advertisements are considered unethical


26

because it communicates the true opinion of society, but nobody says it out loud. In regards to textual

part, there is a meronymy where the whole is ‘’sins’’ and the part is ‘’greed’’. This construction refers

to Christianity, which is the religion promoting the concepts of ‘hell’ and ‘heaven’. The sentence is

structured as in the dictionary in order to be considered trustworthy. However, the definitions provided

are made up by Hell Pizza in order to create humoristic and sarcastic messages to reflect the image and

the brand. The word ‘’greed” and first definition are identifying the image and the second definition

indicates how good the pizza is (Hell Pizza is so good that you overeat). Also, the adjective “deadly”

emphasizes how bad it is to commit that sin – to be greedy. In terms of text structure, the word

“greed” and both definitions could be indicated as meronymy as well. Lastly, the anaphoric reference

is present as “greed” refers to the image and the definitions explaining the word “greed” are presented

after. Therefore, the text is constructed this way in order to be perceived as a real part of the dictionary.

In regards to the text and image relation, it is the same as in the Bush advertisements: complementary

and specification.

Billboard 6. 666 Metres (See Appendix 6)

The communication strategies within this billboard are the most different. First of all, the location is

the essential unethical feature within this advertisement, as it is placed next to the Bible College.

However, the focus of analysis will be on the content of billboard itself. The symbolic suggestive

carrier represented within the billboard is devil – a symbol of evilness and the ruler of hell. His values

and personality traits are certainly negative. In some of the previous advertisements, where the

participants were humans representing negatives values, in order to perceive the message correctly, the

background knowledge was obligatory. However, in this case, no interpretations needed, as devil is

common negative character around the world, especially in Christianity. It is a demand picture, as

devil is gazing straight at the viewer. Along with the textual part, it could be considered as direct

invitation to Hell Pizza by providing the directions (“666 meters away”). The information value is

centred and triptych, as the central object (devil) is in the middle and the other elements are above and

below. The text above and below have the same role, hence, there was no need to divide information

into ideal/real composition (Kress and van Leeuwen, 2006, p. 197). This structure was chosen to

emphasize on the centred element and reveal the hierarchy among the elements within the

advertisement (Kress and van Leeuwen, 2006, p. 195). Thus, the main participant is the devil

representing the brand and other elements are directions. The most salient object is the devil, as the red

colour contrasts with the black background. Thus, as the devil is one of the main symbols of hell, the


27

emphasis is on him. Additionally, it seems like the participant is appearing from the darkness and it

associates with the mystery and hell. The framing creates an intrigue, as the central object visually

disconnects the textual part. Also, the devil is a hint to the second part of the text, while first part

evokes the mystery and desire to read further. Finally, the text and image is related in terms of

specification, as in this case the text specifies the image. Therefore, the textual part creates the desired

message; otherwise, it would be just an ordinary picture of devil. In the following part, all the findings

will be labelled to the functions of persuasion as a stepping-stone to identify the types of advertising

proposed by Pelsmacker et al.

5.2. Functions of persuasion

Firstly, the presence of well-known symbolic participants carrying negative values and placed within

the different context than usual, stands for two functions – attention and memorise. The characters

subconsciously provoke the attention and remain in the memory, as it is very unlikely to see them in

pizzeria advertisements. In terms of colouring, the black and white was used for message to stand out,

which also assists to attract attention. Also, the unusual combination of elements within billboards,

such as condom/food, devil/Bible College, stimulates attention. However, it could be argued that a

more apparent function is to distract, as these combinations are notably unethical or even offensive.

For instance, when it comes to religion, people usually do not allow themselves to be sarcastic or

especially humorous about it. Furthermore, the use of conspicuously negative public persons along

with offensive and disturbingly straightforward comments about them has a function to distract.

Therefore, instead of presenting their actual product, Hell Pizza chooses to propose the brand, which

seeks to distract and steer the attention through the unethical communication strategies. Lastly, the

please function is evoked by deliberate combinations of image and text, which require interpretations

and intellectual effort. The use of sarcastic humour within all the advertisements could please a

specific target audience – people who enjoy this kind of humour. In addition, in order to explain the

characteristics of the communicative strategies in terms of their particular persuasion function,

Stockl’s model has been employed. Further on, these persuasion functions will be related to the

advertising types so that it would be possible to reveal how specific communication strategies

contribute to brand equity.


28

5.3. Contribution to brand equity

In the previous section, four functions of persuasion were identified: attention, memorise, please and

distract. To begin with, the two first functions could be assimilated as awareness/salience type of

advertising, which results in generating a brand recall. Evidently, Hell Pizza desires to differentiate

from other pizzerias and seeks brand recall, while engaging with attention and memory stimulating

communication strategies. Furthermore, the please is the function proposing the entertainment value

explained previously, could be related to likeable type of advertising, as it is creating an advertising

involvement through creativity, humour and sarcasm. According to Garzone et al., the need to use the

intellectual resources in order to perceive the message, tend to gratify the receivers (2007, p. 33).

Finally, the distract function of persuasion, could be attached to symbolic type, as through distractive

elements within the advertisements the core symbolic meaning of the brand is communicated. Also,

these elements are interlinked to the brand logo and the name – Hell Pizza and the concept of hell link

to the distractive messages proposed. Additionally, it could be considered emotional type of

advertising as it causes an emotional response, such as resentment or laughter (depending on the

personality). Hereby, after identifying the types of advertisement, according to Pelsmacker et al., the

multimodal communication and persuasion strategies contribute to Brand awareness and Strong brand

associations.


29

Chart 3. Identified types of advertising and parts of brand equity. Adopted from Pelsmacker et al.

model.(2001, p. 52)

6. Conclusion

This paper has analysed guerrilla marketing communication strategies within Hell Pizza billboards.

The main purpose was to identify the communication strategies and reveal their contribution to the

brand equity. The first question within the problem statement aimed to indicate the functions of

persuasion within the multimodal communication strategies employed by Hell Pizza in their

billboards. Hence, the multimodal analysis including visual and textual elements assisted to reveal

these specific strategies along with functions of persuasion, which are essential in order to indicate the

types of advertising. Hell Pizza within their guerrilla marketing billboards presented in this thesis used

negative public persons and incompatible elements in order to arouse the attention and recall

(memorise). Also, those particularly drastic combinations of elements and unethical comments

contribute to the distract persuasion function. Moreover, deliberate combinations of image and text

and sarcastic humour evoked function, namely please. The metaphorical visual choices and

straightforward statements proposing unethical messages refer to the brand name (Hell Pizza) and the

concept of hell itself. Accordingly, it could be argued that the strategies employed by Hell Pizza,

focused on communicating the brand values, not the features of the product or restaurant. Furthermore,

as previously mentioned, the identification of functions of persuasion facilitates to indicate what types

of advertising Hell Pizza billboards are. Therefore, in connection to the analysis presented above, there

are four types identified: awareness/salience, likeable, emotional and symbolic, which according to the

Pelsmacker et al. (2001) chart contribute to Brand awareness and Brand Associations within the brand

equity. Thus, this chart facilitated to respond the second question within problem statement concerning

the contribution to the brand equity. All in all, the guerrilla marketing communications characterized

as unconventional marketing activities could be argued to be a proper strategy in order to raise

awareness, recall the brand and shape its perception. However, the analogical analyses within the

different types of businesses could be conducted by the further researchers with the purpose of having

findings to compare. It could be interesting to ascertain whether the brands involved with guerrilla

marketing has the same or similar communication strategies within their billboards or other types of

advertisements.


30

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http://advertising.about.com/od/advertisingglossaryb/g/billboard

http://hellpizza.com/nz/about�

http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10695687�

http://3.bp.blogspot.com/�

http://www.lonelyplanet.com/new-zealand/restaurants?sort_dir=desc&sort_order=popular�

http://www.aber.ac.uk/media/Documents/S4B�

http://thoughtjam.wordpress.com/2009/01/02/van-leeuwen-theo-introducing-social-semiotics/�

http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing�

http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing�

http://advertising.about.com/od/advertisingglossaryb/g/billboard�


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8. Appendices

Appendix1. Bush 1

Visual: Interpersonal function, Ideational and Textual Metafunctions

Textual: Field, Tenor, Mode Text and Image Relationship

Persuasion Advertising types

Ideational Symbolic-placed in foreground, portrait picture

participant

-human participant – pose for the viewer -“conventually associated with symbolic values”(K&vL, p.105)

-only one participant Suggestive carrier

-the identity of carrier and values he represents is important in the ad -general not a specific moment

Ideational (Field) -no verbs, but ellipsis (“is”) - no particular time perpective, just general statement -antonymy “good” and “evil”to emphasize how bad is ‘the evil bastard’ - adjective “too good” is serving the antonymy function - also, “too good for some evil bustards”

Attention/Distract /Memorise

Awareness/Salience Emotional Symbolic


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Particular worldwide known character such as Bush was chosen to symbolize evil, as he carries negative personal features

regarding his background.

Interpersonal Gaze at the viewer, so called demand picture

Intimate/personal shot

It seems like an image taken from Bush political campaign, because Bush himself is not demanding or convincing to buy a product for what he is, he is just an example of evilness. Therefore, it is a picture taken from one context and put in another one, in this case Hell Pizza advertisement.

Perspective is subjective within the eye level -object is placed as an equal to viewer from political campaign? create an open relationship with the voters.

angle

However, as Hell Pizza seeks (according to textual part) to present Bush as a evil, the reason of image choice might be seen as sarcastic. He exposed his self as honest person, not afraid of eye contact, however, as his not proper actions are well known, it makes him even more evil as

could be identified as adjective clause, which emphasize on the whole description of what is too good for hell Interpersonal (Tenor) -declarative sentence – gives a statement -determined speaker, proposing a statement, not persuading, not convincing, more to shock

Distract

Emotional


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he is able to lie Textual metafunction Information value Polarized

- non centred elements

Given -the picture of Bush -public persona assumed as known to the viewers

New -the statement about the person given on the left -the number and website of the company the key info, of what viewer must pay particular attention

Ideal -upper section emphasizes on appeal, in this case sarcastic/or unethical humour (picture of bush and textual statement together as a whole) -the ideal image of brand, what they striving to present they are

Real -usually visualizes product itself and provides with factual info website and tel. number of Hell Pizza, there you can actually order pizza or get other info

Salience -colour contrast wise the salience in New part

Textual metafunction (Mode) -active voice -marked theme -anaphoric reference text refers to the picture adjective clause refers to hell

Memorise Attention/Please

Awareness/Salience Awareness/Likeable/ Symbolic


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-cultural factor, such as public human figure proposed also is counted as a presence of salience Therefore, picture and a message itself

are salient, especially while taking in consideration its meaning. Both, shocking and humorous.

Framing -two elements (text and image) are separated by colour. However, colouring is within the same grey, black, white tone, so it also connect the picture to represent the meaning together (it belongs together)

Text and image relation Extension Complement Elaboration Specification

Please

Likeable/Symbolic


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Appendix2. Bush 2




Ideational Symbolic carrier and suggestive

-human participant

(the same as previous)

-general not a specific moment - But with specific attributes eyes colour in red like Satan together with 666 sign on the forehead. This could be seen as an exaggerated indication of its evil personality in order to reveal the obvious.

Ideational (Field) Possessive verb “has” indicates that the hell dictates its rules The whole sentence is general statement time wise. But grammatically it is a present tense, meaning that statement is important –now- Meronymy -whole is “hell” -part is – “standards” Plural indicate that there


Awareness/Salience/ Emotional Symbolic


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Interpersonal Demand picture

-But as the red marks covering his eyes, it is not that obvious.

, participant’s gaze at the viewer (as previous)

-There it could be seen as offer

-Social distance is

picture, representing the person who is over the hell standards (meaning in the textual part)

personal within the same eye level

angle, but his tame the equality is not that present as the participant does not have direct eye contact with the viewer. It looks like exposition

Textual metafunction It is again polarized

information value- within the same principles as the previous one, as they almost look alike regarding their structure.

However, while taking a look at the image only -at the top, the attached effect of the red eyes and 666 sign (Ideal) something advertisers desire to represent -at the bottom, the suit represent his true identify

is one then more standards within hell Interpersonal (Tenor) Declarative statement striving to generalize the picture of the hell (what is about) Textual Metafunction (Mode) Active voice Unmarked theme, emphasizing on the subject- Hell Anaphoric reference (as previous) The function of “even” is to reveal how bad Bush is that even for hell he is out of the standards

Attention/Distract Memorise Attention

Emotional/Awareness/ Salience Awareness/Salience Awareness/Salience


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(Real) – politician -SalienceModality markers Colour modulation is present as the background is black and white and the outstanding red on participants face is taking place. The emphasis on red colour could symbolise the fire in this context (evil eyes) -Framing is analogical to the previous ad (Bush1)


Please

Likeable/Symbolic


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Appendix3. Lust




Ideational

-carrier is pizza Symbolic and attributive

-symbolic attribute package Attribute forms the message to a different angle. or Analytical-carrier is pizza

structure

-possessive attribute is a package (condom Lust)

Ideational (Field) Ellipsis ‘is’ (our pizza is for meat lovers), which could be an identification verb Meronymy whole-pizza, part-meat Creates a relation. Pizza has meat – lovers likes meat Circumstantial role

Attention/Distract

Awareness/Emotional/ Salience Symbolic


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- Also visual wise could be other way around. And it seems like pizza is a part of package. However the focus is on pizza

as it is Hell Pizza ad

Interpersonal

-participants are objects (two products)

Offer picture

Intimate or close shot

, represented items are particularly exposed

However, it is metaphorical package, so it is not real offer

Objective knowledge orientation angle

Textual metafunction Polarized

(not strictly)

Given -pizza as a main product of Hell Pizza New - The message that the pizza is for meat lovers, not for vegetarians assumingly. Also, word lovers indicates the hint to condoms Ideal -the message representing brand

indicates for who is the pizza for meat lovers Interpersonal (Tenor) Declarative sentence –statement about pizzas in Hell Pizza (contains meat) Textual metafunction (Mode) Unmarked theme – emphasis on subject ‘pizza’ Anaphoric references -text refers to picture


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Real -the contact information Salience The main salience within is the objects and the

-Background is black, so the objects stands out as well as the letters in white

message itself

-condom pack and pizza are in realistic presence -but not realistic size, very up-close to draw attention Framing The background within the same colour connects the text and the image. Indicates that they belong together


Attention Please

Awareness/Salience Likeable/Symbolic


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Appendix4. Hitler




Ideational

-Hitler’s identify represents the values related with

Symbolic suggestive carrier

negative personal

-human participant

features chosen to represent hell

-little too negative to expose in billboard, even without following message is negative enough (though Bush was shocking mostly because of the message)

Ideational (Field) ‘is’ – relational process concrete facts, not ‘might be’ ‘make’ – action process refers to the ability to change something ‘believe’ – mental reactive process appeals to emotions The use of these verbs stimulates emotions and credibility. However, it is not a message about




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Interpersonal

-no gaze Offer

-offering the dictator and his ideals as suitable for the hell

-somewhere in between, as the figure showed until knees

Social/Impersonal

-subject looks imposing and significant.

Representation power

-like he is standing on the platform Textual metafunction

-but not in the right order Polarized

Given -could be both – Hitler as a well known historical character and his words might be known by a lot of people New

brand, it just participant’s claim related to the brand by the word Hell. It is again more about personality, the negative character. Antonymy ‘Heaven’ and ‘hell’ contrast. How powerful Hitler was to convince people see the opposite of reality. Interpersonal(Tenor) Declarative statement quotation Quoting the participant directly Textual metafunction (Mode) Active voice Unmarked theme

Memorise

Awareness/Salience


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-however the quotation could be seen as a new thing. Even though the sides are switched. (it is so, probably because of the visual considerations) Ideal -brand message and image (evil people, hell etc) Real -contact details Salience -The message and participant

-

, especially participant and his pose very recognizable (one hand straight up) black and white

to draw attention to the message not effects

Framing -white letters and drawing on black background connects it to common context

Text and image relation Extension Complement Elaboration Explanation

Please

Likeable/Symbolic


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Appendix5. Greed




Ideational

-human participant Symbolic suggestive carrier

-representing negative values and identity

-general not a specific moment

(Mark Hotchin New Zealand property developer and financier)

Interpersonal

Ideational

Demand picture

(Field) Ellipsis could be seen again, but it is a template from dictionary. This is a specific structure Meronymy Whole – sins Part – greed But it is explained directly in the ad itself Interpersonal (Tenor)

Distract/Attention /Memorise



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Intimate personal close shot

-because it is taken from another context as well like Bush, because for the ad it does not have a demanding function

Eye level angle

-however exposed very close, so could be recognizable person from far distance catchy

ad, because the values he carries is unethical

Textual metafunction

Palorized

Given New Ideal -brand image

sarcastic, unethical

Real -contact information of restaurant Salience -message itself

-black and white draw attention to the message

, well know character

Framing -analogical

Declarative

to Bush1 advertisement

-dictionary form, explanation of the word ‘greed’ Adjective – deadly Emphasizes how bad is to commit that sin Overwise, it seems like a formal structure even though the content is not realistic Textual metafunction (Mode) Anaphoric reference Picture ’greed’ explanations Whole – greed Parts – both explanations Indicates two negative definitions: one of the sins, or pizza of hell (you are very greedy at hell and overeat). Brand message pizza is so good that you cannot stop Text and image relationExtension Complement Elaboration Specification

Attention/Please Memorise Attention Please

Likeable/Symbolic/ Awareness/Salience Awareness/Salience Awareness/Salience Likeable/Symbolic


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Appendix6. 666 metres




Ideational

-not human, not beast – devil himself

Symbolic suggestive participant

-carries specific values, obviously negative -common character of evil almost all around the world In previous ads people with negative background, in this ad pure devil,

Ideational

no interpretation

(Field) ‘are’ – relational process concrete facts, not ‘might be’ ‘666 meters from hell’ – circumstantial role of place indicates the location

and directions

Also, the most important feature of this ad is its

Attention Distract

Awareness/salience Emotional


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needed Interpersonal

-gaze at viewer, direct offer together with text

Demand picture

-intimate shot, close -eye level angle Emphasis on the participant. Devil inviting you to go to Hell Pizza Textual metafunction

-central object in the middle and other elements are above and below

Centred Triptych composition

-above and below texts have the same role, so there is no need to divide it into ideal real (Kress and van Leeuwen, 2006, p. 197) To emphasize on participant again, as it central object. Greater emphasis on hierarchy (2006, p. 195) Salience -Red colour contrasts with black background, so the participant stands out once again. It makes sense as it is a major symbol of hell -also it seems like participant

location

as well. It is placed next to Bible college sign. It is considered as highly unethical guerrilla marketing input

Interpersonal (Tenor) General statement could be seen as directions. But obviously humorous and not realistic Textual metafunction (Mode) The sentence is separated and conjoined with three dots and the image of devil.

Attention

Awareness/salience/ Likable


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appearing from the darkness mystery, hell Framing The central objects visual disconnects the textual part in order to create an intrigue Placed by Bible college hell opposing heaven

Text and image relation Elaboration Specification

Distract/Please

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