of the sender: young, friendly but also, in some sections, institutional.
The identity that the sender wants to communicate is, in some sections,
the one of an adult with the childish soul inviting us to take part in
the games and in the activities of the group.
Moreover never forgetting to communicate the genuineness and the quality
of its product and the social work for the ideal and the real community:
children with their parents and young people.The created relationship
between the sender and the web user is generally fresh and friendly. Nevertheless
some sections have an institutional look, for example the pages dedicated
to the company, to the franchising or to the press room. Here we find
another kind of relationship: a more formal one. All these elements confuse
the web surfer.
Identity of the receiver: heterogeneous
To the hypothetical sender correpond several different kinds of ideal
web users: children, curious and bold young people who want to identify
with the community and meet other people. But also parents are the target
of this web site, the sender in some sections speaks explicity to them
(like in the section dedicated to birthday's parties).
Finally it also speaks to potential enterprisers and journalists.