Let's Talk: Advertisements
Updated: Apr 2, 2022
The different ways an individual can interpret advertisements, artworks or designs can genuinely be so interesting. Like yes, below is a photo of a man getting absolutely hammered, but what does it actually mean and how do we form this meaning? You're probably thinking I sound like your high school English teacher and it's not that deep, but it kind of is.
Advertising Agency: Terremoto Propaganda, Curitiba, Brazil
Semiotics What?
Semiotics is essentially how meaning is created and communicated, it involves denotations and connotations that describe "the relationship between the signifier and its signified" (Chandler, 2021 p.7). A denotation is simply the direct or literal meaning of a sign, whilst the connotation relates to ideas or emotions surrounding the sign (Chandler, 2021 p.7). For example, in the advertisement shown above a denotation is the fist, with the connotations being harm, serious injury and danger. This denotation assists the audience to understand the overall purpose of the advertisement, which is the danger of texting and driving.
Giphy Source: (Giphy, 2022)
Hall (1980, p. 507) also suggests "a message can be received only at a particular stage if it is recognisable and appropriate.". In simpler terms, this relates to the differing ways an individual may perceive certain images based on their own experience or knowledge. This meaning is formed through the sign and it's signifier and signified concept through an entirely "psychological process" (Saussure 1983, p. 11).
For my visual learners, the image below is a clear representation of how this works.
So, what is represented in the Ecovia Advertisement?
Multiple signifiers within the image communicate purpose and meaning, including the fist hitting the man's face, text stating "stop the violence, don't text and drive" as well as the salient body paintings of the truck and car colliding through direct contact. The fusion of signifiers such as the man's facial expressions and colliding vehicles, simultaneously depict the act of violence associated with texting and driving. However, if the signifier of the text was not included then the audience would not completely grasp the intended message and issue. Whilst these signifiers alone evoke various signified concepts, their interrelationship allows audiences to entirely interpret the purpose and meaning of the advertisement, reinforcing it's complexity.
Unpacking the Meaning
The advertisement is essentially divided into two halves, one being the man who illustrates a driving truck and the other being the fist, symbolic of an oncoming car whose driver is texting at the wheel. These roles are clear through the connotations of the fist, as this signifier is associated with evoking violence, drawing similarities to the action of a 'coward punch'. Ultimately, conveying that texting and driving is a cowardly act towards other drivers on the road, urging audiences to decode the message of not participating in this act. This basically adds layers to the overall meaning which is the danger of texting and driving, and makes the advertisement more intriguing.
Can it be viewed differently?
To relate back to the idea before about interpreting ads differently, these underlying messages may not be clear to certain audiences such as people uninformed about coward punches. However, as the use of text is a clear signifier that conveys the purpose, the message doesn't become distorted. So, at the end of the day, anyone who can read will pretty much interpret the ad in the same way.
What are your thoughts?
REFERENCES
Chandler 2021, Semiotics for Beginners, Accessed on 20/3/22 https://www.cs.princeton.edu/~chazelle/courses/BIB/semio2.htm
Saussure 1974, Course in General Linguistics Ferdinand de Saussure, McGraw Hill Book Company, Accessed on 25/3/22
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