Semiotics

Semiotics
The study of signs, how meaning is constructed through language and codes.

Roland Barthes argued that:
All elements of a media text are codes (signs) that need to be read.
These can all be understood as the thing they are (denotative level) and the responses they create (connotative level).

sign = signifier < denotation, connotation
Signs are polysemic - multiple meanings

Semiotic analysis of ad:
Text 'Fight Cancer' - The font looks very powerful so encourages people to get involved.
Women - Men are usually the powerful, dominant people, so having a women on the poster shows that anyone can do it and so will encourage more women to get involved.
Strong black-white contrast - The white around the sword shows a light of hope.
Sword - The sword makes the poster look empowering as people feel power when they are holding a sword, so it empowers people to get involved.
Snakes attached to sword - Snakes are a symbol of medicine.
Picture style as totalitarian propaganda - This style suggests that everyone needs to get involved as it is such a big problem.