The advertising I have chosen to use in this semiotic analysis exercise is called “Liking isn’t helping” by Crisis Relief Singapore. Please feel free to refer to this exercise, I have received good marks for it.
The campaign brings awareness of current social issues around the world and how society reacts to those issues. This powerful campaign highlights that by clicking on an image and liking it while feeling guilty to witness such major issue it does not help the cause or help release the pain from those, under those circumstances, the campaign works to emphasise that more needs to be done by the society (Publicis, 2014).
Using colours and signs in this advert, the campaign focus on bringing attention to viewers about a serious issue taking place in current days. The modern language used also intends to connect with the viewer more closely. ‘In a semiotic approach, not only words and images but objects themselves can function as signifiers in the production of meaning’ (Hall, 1997, p37). The expression on the boy’s face, hopeless and the left hand of his assumingly mother is interpreted as despair by her loss. Furthermore, the 12 hands signing positively as “linking” remind the viewers how disconnected the viewers are from the “reality”. Most importantly, the image reminds us of how much we really do in order for such event to stop taking place.
Although the main image of the mother and son was taken from a real event, it was later amended and altered in order to highlight more powerfully the issue. The hands were added in order to complete the advert and visually be able to easily make a connection between social media and social issues.
The text is also simple however rather powerful, although short, it leaves space for viewers to questioning themselves about the issue. The denotative meaning of the words displayed is simple, “liking isn’t helping”, it highlights that simply liking does not solve the issue. In contrast, the campaign takes also a connotative approach with the words. “Liking isn’t helping”, the sentence works nearly as a provocative to the viewers, almost impaling that most do not take social issues serious enough or showing sympathy does not put you any closer to the solution. Furthermore, it brings up how social media can be ineffective, merely using its platform as entertainment separating reality and virtual.
The dramatic scene displayed in this campaign is emphasised by its deep black and white colour and its surrounds, moreover, it clearly persuades viewers to be aware of the situation. Clearly, a semiotic analysis was produced by the advert team before starting the final piece. It is also important to mention that the semiotic analysis must have been used as such campaign would most effectively work in printing rather than TV or online. The semiotic theory is a powerful tool in advertising campaigns to persuades consumers to purchase a product or in this case, bringing awareness of a social issue.
Bibliography:
Hall, S. (ed.) (1994). Representation: cultural representations and signifying practices. London: Sage.
Publicis Worldwide (2014). Publicis Worldwide awarded two major prizes at the New York Festivals. Publicis.com. Available from http://www.publicis.com/news/details/publicis-worldwide-awarded-with-two-major-prizes-in-the-new-york-festivals/ [Accessed 12 December 2017]