Week 10 Discussion: Social Semiotics

 

https://www.researchgate.net/publication/332991173_Social_Semiotics


The term ‘social semiotics’ came from Michael Halliday in his book, "Language as Social Semiotic in 1978." Yet, since that time many other scholars have interpreted his theory beyond that origination. For example, Gunther Kress, a University College London scholar, expanded on this theory to introduce the concept that meaning can be drawn from a multitude of resources beyond the principles of language only. Along with other colleagues, his aim was to establish a framework that included socio-cultural concepts. In other words, to make meaning of something you must look beyond language only but also include a context in which information could be taken, interpreted, and derived within a socio-cultural filter. In short, you can not have one without the other. Therefore, theorists developed a framework of interconnected principles that have been expanded over time to explain how information, objects, or people can form implied messages to the viewer. 

    I found that there are a few principles that can be noted when looking at visual images. It seems that many theories of visual social semantics take into account action, point of view, narrative, and distance. In a wider view there are three tools that help define an image. This includes representation, interactive meaning, and composition (i.e. framing, mode, etc of image). I believe that within the realm of advertising these 3 pillars are very relevant.


Representation: We all love dogs and this ad is meant to appeal to pet owners everywhere. Fleas are very dangerous as they can cause many health problems in dogs like skin breaking open and getting infected from intense itching, potentially getting tapeworms, and many other issues.

Interactive Meaning: I think the strange part of this ad is the fact that the fleas are represented as humans rather than actually being fleas. I think a possible reason for this is in order to clearly show the amount of fleas that can be on your dog at a time due to how quickly they can reproduce and spread.

Interactive Meaning of Contact, Distance, & Point of View: Dogs are our best friend and we all want to make sure they are happy and healthy. This ad appeals to our desire to protect our pets with the best possible flea medicine to make sure they are healthy.


Representation: This image speaks against the dangers of unsafe driving.

Interactive Meaning: This ad belongs to a series of ads against dangerous behavior while driving. This can include texting while driving, drunk driving, and speeding. The ads emphasis on the brutality of the punch is meant to give the reader a clear message that driving is a privilege, not a right and dangerous behavior puts you and other people in potentially fatal danger.

Interactive Meaning of Contact, Distance, & Point of View: This add is likely meant to appeal to both families and the people who are most likely to practice unsafe driving. This one in particular portrays someone who could potentially be a mother getting hit which uses emotional appeal to show that unsafe driving hurts a lot of families.

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