Elements of Semiology in the Ad of the United Colors of Benetton - Case Study Example

Semiotics Name Unit Course Supervisor Date of submission Introduction Two children holding each other in embracing is the main depiction in this image. From the hair style of the two children, it signifies that they are probably girls. In addition to the children, there is the text in green the ‘United colours of Benetton.’ The embrace of the two children could have been used to signify love or togetherness. Key to the image is that one appears to be smiling while the other one is gazing at something. In every society, children are viewed as a universal symbol of value and every society aspire children to lead a quality life (Wells, 2007). Even though embrace is a used as a common sign of affection, love and close relationship, this essay argues that the main purpose of using the image was to seek for assistance and point to allude to ideology of social inclusion. This essay is an analysis of the image. The analysis will start by defining the semiotic, the elements of elements, connotations or denotations and then discuss the implications of the image paying particular attention to various dimensions such as culture and technical codes that are used to construct meaning. Semiotics entails the study of symbols, signs and construction of meaning from the symbols and signs (Eco, 2006). In semiotics a sign can either be indexical, symbolic or iconic. Semiotics is the theory of production and construction of meaning. In semiotics, the meaning of the image is deployed through the use of signs in relation to the other signs (Barthes, 1999). The signs and symbols are used to form a system through which complex meaning can exist. Semiotics that relate to society can be specific to culture and community, it is through the cultural orientation and society that meaning can be constructed from the image. According to Leeuwan (2002) universal use of some symbols can be used to communicate messages that transcends specific culture to an interpretation that conforms to world culture. Texts are used in semiotics in reinforcing the meaning that is intended to be communicated. Over the years, images have been used to advertise or convey information. Barthes (1999) defines semiotics as the study of signs and the manner in which signs are applied to construct meaning. According to Barthes (1999), a sign or image has two elements, an element of the signifier and the signified. Signifiers entails the image that we can see, for instance, in this image we can see two children holding each other close. The second element is the signified which entails what we construct or reconstruct in our mind based on seeing the image. Leeuwan (2002) noted that a picture can tell a story, and each picture has its own story, similarly in gaining meaning from an image there are two orders of signification which include connotation and denotation that forms the basis of constructing meaning. Denotation entails the description and identification of the image; it is the process of recognition (Barthes, 1999). On the other hand, connotation as on the perception one acquires from an image or sign. It makes the basis of an analysis as it transcends denotation and relies on finding facts to support what is perceived in the mind and or what society perceives (Barthes, 2002). Analysis of the image The use of the image was aimed at seeking for assistance and alludes to ideology of social inclusion in the global world. It is this message that the image tries to communicate. According to Leeuwan (2000), images are used to report more than the factual reality that they signify. Through connotations, the real message that is intended to be passed by image is created. Leeuwen (2000) noted that, images seem to allude to things, but they do not say it explicitly, it is through the creation of meaning that the images are made explicit in our minds. The image of the two children points to diversity, one child smiling as she embraces, while the other seemingly is sad and gives a stern gaze to a specific point. The two children are not clothed. The denotation differences that are vivid in the naked eyes are basis of comparison and picture that comes in our mind on seen this image. The child of African origin makes the modality of this image as it points to the true value that with a high degree of naturalness in the visual (Gao, 2011). The embrace and smile that the other child shows seems to take away the modality of naturalness and brings in the aspect of affection. In many cultures, affection is shown through many ways, in this image (Wells, 2007), embrace denotes the universal affection that comes with an embrace. The facial expressions of the children, however, differ significantly and it is through the expression that the nature of the relationship and affection that was denoted in the image is brought a social distance which creates new meaning. In the image, the signifier is achieved through the modality of using focus while photographing the children and use of high resolution to maintain the natural colours of the two children that form the background and basis of the images. Despite of the depiction of the universality of humility and embrace that relate to the children affection, the contextual image that is constructed in the mind is that of the need in one child and hence, the contrast in facial expression paints poverty in the child of African origin. Use of the words ‘United colours of Benetton’ solidifies the message of calling for solidarity in helping the poor children. The fact that the children are naked points to the problem of poverty in the two children, however, differentiation comes with the facial expressions. The expression on the face of the children becomes the center of orientation that signifies the difference. The fervently embracing and smiling child is used to create the desired image that every child should have of status quo and unity. The gaze of the child points to factual information about the true situation that calls for intervention such as providing the basic need of clothing to the child. The natural appearance of the two children, the facial expression and the embrace as they gaze to a given point with one child smiling while the other one is seemingly sad amplifies the message being passed and connotes the need for assistance in the viewers mind (Milner, 2006). Images can be used to explain and point to social distances in a society. This is achieved through the creation of meaning that is conceptualized by viewing the finer details of the image. For instance, the social interaction that is depicted between the participants can be conceptualized through the alignment that is found on the image. For example, in the image, there is an aspect of closeness and feeling of togetherness between the two children that is symbolized by the hug. Use of texts in any image serves to add to the strength of the message and connote meaning that is being passed. In this photograph, this has been realized through the higher modality in extent, that is depicted through a higher degree of truth in color contrast. The background of the image is clear that brings in the salient elements of the photograph and gives its prominence of low modality despite of the contrast of high modality that is depicted by the photographs of the children. The high resolution that brings out the colour differentials between the two; clear facial differences do not point to the normal universality of affection that comes with embrace, instead it brings an appeal to assist and provide a contextual element of mercifulness to the target audience. However, Barthe (1999) argues that it is not possible to have an absolute interoperation of signs unless we possess the ability to know the connotations that exist in different people’s minds. Nevertheless, through generalizations and cultural orientations of the society that brings in the contextual relevance in terms of constructing the image. The overall semiotics that this image creates is that of a passive distance between the target audience and the participants in the photograph in which the intended results are supposed to benefit the participants. The image does not have background explanation and hence, it makes the viewer conceptualize the issue of assistance which is result oriented. The high modality differences that are inherent in the image represent reality of the differences in society and framed in a manner that brings the connection of the different world communities in an endeavor to have a unified equal society (Wodak, 2006). The stern gaze of the child toward the camera is a signifier of the information about the situation at hand. Even though the image seems to give prominence of togetherness through the embrace, the differentials that are exhibited in the photograph transcend the denotation and connotes a merciful image. The ideological implication that results from this image is that of social inclusion of all children to make them have a good life. The social inclusion ideology is well illustrated by the existence of the children embracing. This ideology is depicted by two unequal societies that need to make a just and equal society. This points to need of aid to alleviate poverty by arousing sympathy through the use of the images that are visually striking and pointing to differences that are inherent in society, but that ideally considers to be an equal society. The image serves as a passive and an affectionate appeal for aid that has characterized many non -profit organizations (Milner, 2006). Thus the image tries to extend the ideology of invoking the target audience to be involved in the ideology of social inclusion to achieve solutions that have been complex social phenomena involving varying social actors and relations. Issues in society are constructed differently by different social actors. Conclusion Use of imagery acts to signify the factual reality, creating meaning through the use of images and framing elements of semiotics serve to construct meaning. These two children seem to be of the same age group and belonging to the same gender, this relates to hair style that culturally women keep their hair to grow long. However, the child on the left seems to be the prominent character in the photographer, which is depicted by the facial expression of smile and appearance of relaxation. The use of the clear background serves as part of technical code that is used to construct the differentiation and passive distance that exists between the participants. The clear background creates a distancing effect which helps in enhancing the natural colours that are used in the image. This portrayal of the image leaves the target viewer of the image to connote meaning, but remain limited to the problem at hand that is centered on the image which is seeking for assistance and at the same time alluding to social inclusion. References Barthes, R. (1999). Elements of Semiology. London: Jonathan Cape. (Ed) Eco, U. ( 2006). A theory of semiotics. Bloomington, IN: Indiana University Press. Gao, F. (2011). New scheme of communication: An exploratory study of interactivity and multimedia use in Chinese j-blogs and the implications. Asian Journal of Communication, 21 (1), pp.65-68 Leeuwen, T (2000). Visual racism-the semiotics of Racism: Approaches in critical discourse analysis. Vienna: Passage. Milner, M. (2006). The politics of social justice: a visual verbal analysis of poverty in news. Lancaster University. Wells, K. (2007). Narratives of liberation and narratives of innocent suffering: The rhetorical uses of images of Iraqi children in British press. Visual Communications, 6 (1), pp, 55- 71. Wodak, R. (2006). Images: Mediating ideology in text and image. Amsterdam: John Benjamins. Read More