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Also, the word 'hi' is often transposed from the English language and used within other languages to mean 'hello'. It is often used by different cultures and forms an acceptable substitute for generic cultural greetings (See also Gramley, S. and Pätzold, K. (2003) 1). The structure and syntax of this word Hi5 is also significant. It is informal and thus this is a useful way to target and solicit the interest of youth within the 20-25 age groups. The word 'hi' is short and easily remembered, and when it is combined with the number 5, it forms a memorable brand (Cronin, A. (2000) 83) which is both relatively neutral, given its cross cultural appeal and easily understood. The shape of the combined number and word is also significant, as it is a symmetrical construct which lends more appeal to its already appealing form. It is therefore short and easily remembered; essential ingredients of a brand which is intended to appeal to the interest of observers who will usually not make an effort to remember such things.

As you enter the Hi5 site, the caption which is visible alongside the top of the website is the question 'who's in?'. This is both an invitation to the visitor to explore the website and it is also a tactic to generate and capture the interest of the visitor. It allows the visitor to the website to question any doubts which they have had about entering the website or engaging in the activities which it promotes. This is an informal question which is intended to invite a similar relaxed response from the person reading it. It is an invitation and also a question; sparking interest and perhaps an idea that the person who is not 'in' will miss something. Also, the word 'in' has been well chosen by the disseminator of this website message; it reminds the reader of a common colloquial expression used to describe popularity. The expression; the 'in crowd' or fashion that is 'in' is a cross cultural phrase to connote popularity and acceptability.

The overwhelming impression which the website generates is that it is principally targeted at multicultural youth. It is colourful and often has butterflies, flowers of other neutral images transposed onto the pages of profiles to add unique texture and appealing formats. There are options for the visitor to the website to listen to music and there is a gallery of selected member profiles which is easily accessible, and it shows the visitor to the site. Photographs of smiling youths occupy most of the available space on the homepage of the website, and this is intended to give the website an air of acceptability and to project that it is a lively community, with many young and attractive people involved in it.

Slogan: Discourse and Semiotic Analysis

The slogan of the website is displayed prominently underneath the photograph of a particularly attractive young black man who is smiling and has his eyes closed because he is laughing. This projects as a personification of the ultimate message of the website; that the website is young; it involved young people and that it is fun and neutral. The slogan reads:

'Meet new people

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