'Semiotics' - how meaning is constructed through language and codes
AKA the study of signs
Roland Barthes argued that:
- All elements of a media text are codes (signs) that need to be read.
All can be seen on a connotative and denotative level.
Semiotics Analysis Starter: 'Fight Cancer'
1. The text 'Fight Cancer' is very powerful and violent which should encourage the reader to get involved seeing as cancer is a very serious and negative disease. It is also a sensitive and emotional topic to many people who may have experienced either it themselves or through a family member.
2. The fact that the main focus character in the advert is a woman shows that anyone can help with the battle because stereotypically strength and power is associated with men whereas this is subverted through the woman lead. Highlighting her face which enhances her innocence.
3. The woman looking to the left and up suggests that she could be looking into the future of the people by doing this strong movement. Also people read left to right so it shows going against the norm.
4. Strong black and white contrast suggests that cancer, the negative aspect to the advert, is behind them because the white bright light is emphasised on her face suggesting that we as people can solve this if we put 'knowledge' together and try to sort this.
5. The fact that the picture style is in a totalitarian style suggests that in this instance we need to be in a dictatorship way because it is such a big issue
Semiotic analysis of newspaper:
1. The text 'Fight Cancer' is very powerful and violent which should encourage the reader to get involved seeing as cancer is a very serious and negative disease. It is also a sensitive and emotional topic to many people who may have experienced either it themselves or through a family member.
2. The fact that the main focus character in the advert is a woman shows that anyone can help with the battle because stereotypically strength and power is associated with men whereas this is subverted through the woman lead. Highlighting her face which enhances her innocence.
3. The woman looking to the left and up suggests that she could be looking into the future of the people by doing this strong movement. Also people read left to right so it shows going against the norm.
4. Strong black and white contrast suggests that cancer, the negative aspect to the advert, is behind them because the white bright light is emphasised on her face suggesting that we as people can solve this if we put 'knowledge' together and try to sort this.
5. The fact that the picture style is in a totalitarian style suggests that in this instance we need to be in a dictatorship way because it is such a big issue
Semiotic analysis of newspaper:
The fact that the man is portrayed as a turkey suggests that he is not liked or seen as a person or as inhumane. Turkeys are seen as quite stupid and inept animals so being compared to them may mean that he is seen in these ways.
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