SEMIOTIC ANALYSIS
Question 2
Introduction
Advertising refers to paid-for messages targeted at a specific audience with the intention of informing or influencing members of that audience (The Economic Times, undated). In order to understand the deeper meanings that exist in advertisements, a semiotic analysis can be conducted (O’Shaughnessy & Stadler, 2016). In this essay, the researcher will analyse the Greenpeace ocean defenders’ advertisement by means of semiotic analysis. Firstly, the concept of semiotic analysis will be explained. Then, the semiotic analysis will follow in which the researcher will analyse the context; audience; denotative and connotative meanings; signs; codes and conventions; anchorage; modality and ideology of the advertisement. Thereafter, the researcher will summarise the findings of the semiotic analysis to identify the signified meaning and lastly, the conclusion will capture the findings of the analysis.
What is a semiotic analysis?
Semiology refers to the study of signs and what they signify (O’Shaughnessy & Stadler, 2016). It concerns meaning and the ways in which it is constructed and transmitted (O’Shaughnessy & Stadler, 2016). The meaning of a message can only be communicated through signs (O’Shaughnessy & Stadler, 2016). Signs are signals that represent a meaning, concept or idea and consist out of signifiers and the signified (O’Shaughnessy & Stadler, 2016). Signifiers refer to the physical form such as letters or images which conveys the message (O’Shaughnessy & Stadler, 2016). The signified refers to the meaning communicated by these signifiers (O’Shaughnessy & Stadler, 2016).
In order to gain an in-depth understanding of Greenpeace’s ocean defenders’ advertisement, the researcher will conduct a semiotic analysis. In the sections below, the researcher will address each aspect of the semiotic analysis individually to eventually draw a conclusion about what is signified in the advertisement.
The context/setting
Greenpeace is a non-profit organisation that fights for a future that is green and peaceful (Greenpeace, 2018). Campaigns run by Greenpeace include saving the Arctic; protecting forests around the world; fighting against global warming; protecting oceans; promoting toxin-free living; promoting agriculture and defending democracy (Greenpeace, 2018). It is clear that the ocean defenders’ advertisement forms part of their campaign of protecting the oceans. Millions of tons of plastic pollution fill the oceans and harm marine life (Weule, 2017). Thus, it makes sense that Greenpeace would launch this advertisement as part of its efforts to protect the ocean.
The audience
The advertisement was targeted at a global audience since Greenpeace is a multinational organisation (Greenpeace, 2018). The advertisement would be directed at consumers. Consumers purchase plastic as a natural part of everyday life but these plastic bottles and containers can be really damaging to marine life (Weule, 2017). The Greenpeace advertisement thus targets global consumers of plastic.
It can be said, however, that even though Greenpeace speaks to a global audience, there are certain restrictions that apply. The text in the advertisement is in English which means that, in order to fully engage with the advertisement, viewers would need to understand the English language. Furthermore, the signs in the advertisement requires some degree of knowledge about the current state of plastic pollution in our oceans. The audience would need to have some degree of media literacy in order to understand the implied meanings.
Denotative and connotative meanings
The denotative meaning of an advertisement refers to the direct, value-free description thereof whereas the connotative meaning includes associated meanings (O’Shaughnessy & Stadler, 2016).
On a denotative level, the advertisement includes an image of the sea with sea rocks, an anemone and a string of plastic bottles in the water. In the right top corner of the advertisement, viewers can see a white square-shaped banner with the words: “the greatest wonder of the sea is that it’s still alive”. Underneath these words one can see the Greenpeace logo and the link to the Greenpeace website. The advertisement thus denotates the sea, plastic within the sea and a message that the see being alive is what is most wonderful about it.
There are multiple connotative meanings or associations that can be derived from this advertisement. The image of the sea can have different connotations to different audience members. This is because signifiers such as these can trigger different emotions or ideas from audience members. The string of bottles can represent a school of fish, or a school of plastic swirling through the ocean currents. The words, “the greatest wonder of the sea is that it’s still alive” can spark diverse associations and evoke emotional responses from the audience. It may be interpreted that, with all the pollution in the ocean, it is actually impossible for the sea to be alive. This would also be the intended connotation to these words as Greenpeace launched this advertising campaign to create awareness about the dangers of plastic pollution to the oceans.
Signs in the advertisement
There are several signs that can be identified in the advertisement. Signs consist of signifiers and the signified (O’Shaughnessy & Stadler, 2016). The main signifier in the ocean defenders’ advertisement is an image. The image signifies the ocean and the plastic pollution in the sea. There are other signifiers present within this image as well. The image includes a picture of an anemone, the only aspect that looks ‘alive’ in the whole advertisement. This could signify the damage of plastic pollution to marine life and that, even with all this pollution, as stated in the text and demonstrated by this single anemone, the sea is still alive.
The plastic bottles moving with the stream is another signifier that gives one the idea of a school of fish. What is signified here is that the plastic pollution in oceans are killing fish and marine life. In time, instead of schools of fish, the oceans may be filled with only plastic after the pollution destroyed all marine life. The advertisement also contains words that communicate a message. These words state that “the greatest wonder of the sea is that it’s still alive”. This signifies that even though it is merely impossible for marine life to live through this plastic pollution, some sea life still survives. This can create feelings of awareness and guilt among the audience about the dangers of plastic use. The Greenpeace logo is also visible below the text. However, the logo was changed from its original green colour to a blue colour. This could signify that change is needed to save the oceans.
Codes and conventions
The meanings of these signs can only be understood by viewers by means of codes used in the media messages and conventions communicated with in this advertisement (O’Shaughnessy & Stadler, 2016). Codes refer to certain familiar formulas used for transmitting meaning (O’Shaughnessy & Stadler, 2016). Conventions are the ways in which signs are organised to create meaning (O’Shaughnessy & Stadler, 2016). To understand the advertisement, audience members need to be familiar with the codes and conventions used (O’Shaughnessy & Stadler, 2016).
The dominant codes in the Greenpeace advertisement are the letters from the English language. Viewers would need to understand the English language in order to make sense of the content in the advertisement. The understanding of the use of different colours can also be considered a code in this advertisement. The colour blue is used here to resemble the water of the ocean. The lighter shade of blue in the left corner of the advertisement represents the part of the ocean that is lit up by sunlight. The darker, almost black colour in the advertisement represents the deeper part of the ocean that is far from the sunlight. When looking at these colour combinations, it can be identified that the advertisement tried to include all depths of the sea – the light blue sea water at the top, the darker blue water in the middle and the dark ocean water at the bottom. The “school” of plastic bottles stretches all the way through all three these colours. This can symbolise that the plastic pollution is everywhere in the ocean – from the very top to the very bottom – destroying marine life in all corners of the ocean.
Certain habitual advertising conventions can also be identified in the advertisement. As a way of capturing the audience’s attention, the image is large and outstanding when compared to the text. The text is written within a white block that stands out in front of the blue image so that the text is easily readable. The typeface is clear and simple which makes the words “the greatest wonder of the sea is that it’s still alive”, easy to read. These words are printed in a larger font size than the other words in the advertisement which tells readers that it is the main message in the advertisement. The Greenpeace logo is visible because of its blue colour and its different font but it has a smaller font size than the words in the main advertising message. The words “come on board: www.oceans.greenpeace.org” is written in a very small font size in the colour black so it does not stand out in the advertisement at all. The habitual reaction of the reader would be to read the main advertising message and notice the logo, but skim through or even skip the smaller text.
Anchorage
Anchorage in the advertisement is achieved by the words “the greatest wonder of the sea is that it’s still alive”. The anchorage serves to capture the meaning of the advertisement (O’Shaughnessy & Stadler, 2016). The meanings presented in the image, especially the string of plastic bottles, is ‘anchored’ by these words. The words strengthen the effect of the picture by stating how surprising it is that the sea even manages to stay alive with all the plastic pollution in the ocean. It shares with the audience the meaning of signs in the advertisement which is that people should reconsider the extent to which they use plastic because plastic pollution endangers the oceans.
Modality
Modality refers to a measurement of the extent of certainty or reality that is reflected in advertising words (O’Shaughnessy & Stadler, 2016). The modality of this advertisement is high as the sentence, “the greatest wonder of the sea is that it’s still alive”, is a direct statement that does not include modal auxiliaries such as the word ‘maybe’. The visual presentation in the advertisement is also realistic as it is a photograph of the ocean. This gives the advertisement a sense of ‘truth’ in the message it is aiming to convey. The technical codes such as the lighting and camera position in the image will convince viewers that the image is ‘real’. The direct and shocking words combined with an actual image of the plastic pollution in the ocean, causes the advertisement and its message to be seen as believable. With this high degree of modality, the readers of this advertisement would likely agree with the advertising message.
Ideology
The existence of ideologies (belief systems) can be seen in advertisements as every image delivers a certain view on the world and the role people has in it (O’Shaughnessy & Stadler, 2016). This specific advertisement focuses on the destructive role of humans on the planet. The ocean constitutes 97% of the planet and humans are destroying it (Weule, 2017). Plastic became a part of everyday life for convenience purposes but this plastic pollutes oceans and destroys marine life (Weule, 2017). The ideology reflected is one that portrays human beings as irresponsible and destructive. This portrayal may create awareness of the dangers posed by the high degree of plastic use and, as a result, lead to behavioural changes.
A summary of what is signified
The advertisement by Greenpeace is targeted at global plastic consumers in order to raise awareness about the damage plastic is causing to the oceans. Greenpeace constructed the advertisement in a realistic manner, using codes and conventions in a way that would hopefully deliver the intended narrative of the image. The destructive and irresponsible use of plastic by humans are portrayed in this image as well as how this plastic pollutes the ocean and destroys marine life. The only marine life visible in the advertisement is a single anemone. The string of plastic in the shape of a school of fish can strengthen the message that plastic is taking over the oceans and destroying the lives of fish and other marine creatures. Although much of the message can be derived from the powerful image itself, the sentence, “the greatest wonder of the sea is that it’s still alive”, anchors the message to a specific meaning. The intended narrative signified by the signs in this advertisement is that the use of plastic by humans is polluting oceans and destroying marine life. This message should create awareness among audience members which may eventually lead to the ultimate goal of behavioural change.
Conclusion
The Greenpeace advertisement sends a strong message about the dangers of plastic pollution. Signs and signifiers in the advertisement signifies the extreme state of plastic pollution in the oceans. The anchorage confirms this message by emphasising the damage plastic pollution does to marine life. In this essay, a semiotic analysis was conducted in an effort to gain an in-depth understanding of the Greenpeace ocean defenders’ advertisement. The researcher described the context; audience; denotative and connotative meanings; signs; codes and conventions; anchorage; modality; and ideology present in the advertisement. Then, the researcher summarised the meanings that came forth in the semiotic analysis and concluded that the Greenpeace advertisement effectively creates awareness about the dangers of plastic pollution to the sea and marine life.
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2166 words (excluding in-text referencing)