Semiotic Analysis of Environment Advertisement

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 2 Introduction Advertisements are designed for public consumption with the intention of promoting a specific idea or product using ‘rhetoric, symbolic, and metaphoric content’ (Hirschman, 2003). It has always contained persuasive information and hidden meanings. Moreover, Sharma & Gupta (2015) argues that advertisement can socially and culturally affect consumers. Advertisement should therefore not be regarded as mere media products but as subject for in-depth study. Thus, this research aims to analyse a printed advertisement, People start pollution. People can stop it by using Kress and van Leeuwen’s (1996) semiotic system of analysis in reference to Harrison’s (2003) work. This framework is effective at deconstructing imagery into distinct components to identify how it can affect the viewer. Ultimately, it enables an understanding on how the unification of these elements influences the target audience. Figure 1. People start pollution. People can stop it advertisement by Keep America Beautiful organization & Ad Council (Ad Council, 1971). People start pollution. People can stop it was an environmental campaign by Keep America Beautiful organization which premiered in 1971, during Earth Day. It was popularly known as the

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 3 ‘Crying Indian’ public service announcement (PSA) campaign. The printed advertisement depicts a Native American shedding a tear after observing the pollution and destruction of the natural environment contributed by Americans. It became an iconic symbol of environmental responsibility due to the campaign’s success (Keep America Beautiful, 1971). The advertisement aimed to elicit an emotional response from the viewer to encourage them to take action. Literature review Advertising Advertising in modern western societies is a form of capitalist evolution by corporations who monopolise power and maintain demand through various media (Benhabib & Bisin, 2002). Advertising is more than an attempt from corporations to persuade its consumers to purchase an objects or service, it is also a medium that is embedded with social and cultural ideologies. Belk (1988) argued that objects may be a reflection of an individual’s self-concept as users are given the freedom to respond and react as an opportunity of self-expression, which may strongly correlate to their political opinions. However, advertisements are designed to manipulate individuals into accepting certain ideologies. Hence, there is an interdependent relationship between individual beliefs and the influence from society that is determined by advertisers. Modern advertising dates back to 1838 with Thomas J. Barratt working in Pears Soap Company (Anne Mcclintock, 2002). Barratt’s approaches to advertising was to build a strong and exclusive brand reputation, create awareness of a product through a plethora of campaigns and emphasized on understanding the everchanging market trends in order for advertisers to take advantage and address consumer needs (Haig, 2003). These successful strategies for designing modern advertisements gained public attention and achieved in persuading consumers which resulted in increased consumption. Printed advertisement is one of the most common forms of advertising that signifies the cultural life of a society. This valuable tool enables corporations to publicize information to the public,

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 4 build their brand reputation and promote their activities (Sifaki & Papadopoulou, 2015). Advertisements contain intelligent use of language supported by visual imagery. Regarded as an essential form of communication, there are copious number of printed advertisements in the cultural environment. Kress and van Leeuwen Semiotic Framework Kress and van Leeuwen’s semiotic framework uses three meta-semitoic task: representational metafunction, interpersonal metafunction, and compositional metafunction (Kress & van Leeuwen 1996). The breakdown of each component within an image could be analysed thoroughly and serve as a comprehensive guide in establishing visual social semiotics. The three metafunctions contain multiple factors for analysis and is represented in Harrison’s (2003) work where she attempts to categorise and explain each set of metafunctions in detail when studying an image. The term represented participant (RP) will be used to describe the character in the image. Figure 2. Basic Structures & Processes of the Representational Metafunction. (Harrison, 2003)

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 5 In figure 2, an image is viewed as a whole in representational metafunction. This image can be analysed through a Narrative structure, which is determined by the viewers action and reaction to the image in the literal sense or through a Conceptual structure which requires viewers to understand the concept of who or what the image is trying to represent. Figure 3. Basic Features & Processes of the Interpersonal Metafunction. (Harrison, 2003) In figure 3, Interpersonal metafunction analyses the image’s engagement with the viewer. Features are focused on Image Act & Gaze, Social Distance and Intimacy, Perspective —The Horizontal Angle and Involvement, and Perspective —The Vertical Angle and Power. Studying the engagement enables an understanding on the level of viewer involvement and interprets the demands or offerings of the image.

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 6 Figure 4. Basic Systems & Elements of the Compositional Metafunction. (Harrison, 2003) In figure 4, Compositional metafunction analysis attempts to find relations between the representational and interpersonal metafunction in the creation of meaning. A set of system includes Information Value, Salience, and Framing. Harrison (2003) argued that composition is ‘the equivalent of syntax in language—a set of rules that enable the signs of language (that is, words) to be arranged grammatically so that they make sense to the reader.’ Hence, an image is purposefully composed in a manner that would appear comprehensible to the viewer. An analysis of imagery should utilize a selective set of metafunctions (Harrison, 2003). Therefore, this study will employ the full range of metafunctions excluding the conceptual structure of representational metafunction as the advertisement itself is categorized as a narrative image.

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 7 Findings An analysis of the representational metafunction shows that the Narrative of the image is easily understandable given that the text uses words like ‘now,’ ‘hurts,’ and ‘us’ supported by an image of a crying Native American. It was reaching out to Americans to raise awareness of pollution and its damaging effects implying to viewers that it could happen to them and that they should act promptly. It was further emphasised by the tagline on the chin of the man which reads, ‘People start pollution. People can stop it.’ implying that the Americans are the main cause of pollution and to empower them to take action. Interpersonal metafunction focuses on the RP presented as it shows the Image and Gaze of the RP making eye contact with the viewer to elicit a strong connection. This creates a powerful engagement with the viewer. The Social Distance and Intimacy depicts a highly intimate image of the man’s head and face which creates a deep personal sense of closeness. In Perspective – The Horizontal Angle and Involvement illustrates a frontal view of the man which implies that the RP is a part of them and that they can relate to. Furthermore, the Perspective – The Vertical Angle and Power showcases a medium angle which indicates equality between RP and the viewer. Hence, these components combined to create a relatable RP which fosters a sense of familiarity with the viewer and engages the viewer to sympathise and emphathise. Ultimately, influencing the viewers to take responsibility of pollution. Compositional metafunction evaluates the relationship between the first two metafunctions. Information Value of the advertisement utilizes the left/right and the top/bottom elements. Left shows the bold statement urging Americans to participate while on the right depicts the crying Indian for viewers to sympathise with. It provides the viewer with context of the image and taps into their emotional response.

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 8 Salience of the image is focused on the crying Indian’s tear drop because humans have an innate sense to understand facial expressions since infancy (Harrison, 2003). The substantial size and sharpness of the image reveals the wrinkles and strands of hair creating an illusion of reality. Highly contrasting colours provides the advertisement with a strong prominence. Framing in this advertisement is evident in the strong off-center line that cuts between the statement and the crying Indian. The flushed left text in white against a black background provides a strong contrast and legibility. While the direction of the crying Indian is focused towards the viewer, the slight angle suggests to viewers to read the body of text. The campaign managed to capture an estimated 50 million American viewers and was named top 50 commercials of all time (Dwyer, 1999). Hence, the amalgamation of all the elements proved to be effective for advertising. Critique The semiotic framework aims ‘to provide inventories of the major compositional structures which have become established as conventions in the course of the history of visual semiotics, and to analyze how they are used to produce meaning by contemporary image-makers’ (Kress & van Leeuwen, 1996). It was intended to provide a system of components in analyzing images by deconstructing the structures of the visuals into individual elements which could be assiduously studied to understand the effectiveness of the complete image. However, inferences made according to the metafunctions is highly subjective to each viewer depending on where and which angle the image is viewed. It also fails to address the ideological tension between producer and user. Producers can manipulate visuals to influence the viewers to accept certain ideas (Harrison, 2003). At times, deflecting their true motivations.

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 9 This is evident in this essay’s case study. Vermont banned the sale of single-use containers the same year that Keep America Beautiful was founded in 1953 by a group of American businesses, many of which are from the can and bottle industry. Oregon passed a ‘bottle bill,’ in 1971 which required a five-cent deposit on beverage containers to be refunded upon returning the container (Wilkins, 2018). This was also the year that People start pollution. People can stop it advertisement first aired. Studies have revealed ideological strategies in and behind advertisements to remove the neutrality of the image (Goatly, 2000). Wilkins (2018) argued that Keep America Beautiful was successful in shifting the blame and environmental responsibilities from corporations onto the consumers while concurrently being an environmental advocate. This allowed for the sale of single- use containers to resume and ultimately benefitted the corporations economically. Thus, advertisements are constructed as forms of persuasive communication containing subliminal motivations of the producer. Research frameworks should therefore provide an in-depth study of the meaning of the image at face value and more importantly the ideological aspects behind them. Conclusion In conclusion, Kress and van Leeuwen framework should be used as a foundation of semiotic analysis. The basics of semiotics is crucial in evaluating the origins, ideology and the effects that visual representations are perpetuating. The advertisement in this research was analysed according to the three metafunctions and was effective at decoding its potential meaning in relation to the viewer. However, to provide a holistic semiotic analysis of the advertisement, one cannot rely on a single framework alone, it needs to tap into other theories to unpack the ideological significance from the producer’s point of view.

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 10 Bibliography Belk, Russell W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139 – 168. doi: 10.1086/209154 Benhabib, J., & Bisin, A. (2002). Advertising, Mass Consumption and Capitalism. Retrieved from http://www.econ.nyu.edu/user/bisina/POMO9.pdf Dwyer, K. J. (1999). Impact of “Iron Eyes” recalled locally. Jacksonville Daily News. Retrieved from http://www.jacksonvilledailynews.com/stories/1999/01/06/news08.shtml Goatly, A. (2000). An Introduction Coursebook: Critical Reading and Writing. London: Routledge Haig, M. (2003). Brand Failures: The Truth About The 100 Biggest Branding Mistakes Of All Time. London: Kogan Page. Harrison, C. (2003) Visual Social Semiotics: Understanding How Still Images Make Meaning. Technical Communication, 50(1), 46 – 60 Hirschman, E. (2003). Men, Dogs, Guns and Cars: The Semiotics of Rugged Individualism. Journal of Advertising, 32(1), 9–22. Kress, G., & van Leeuwen, T. (1996). Reading Images: The Grammar of Visual Design. London: Routledge McClintock, A. (1994). Soft-soaping Empire: Commodity Racism and Imperial Advertising. Reprinted in The Visual Culture Reader 1998 (pg. 304 – 316) London: Routledge

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 11 Sharma, P., & Gupta, P. (2015). Semiotic analysis of Indian television. Advertisements and its Impact on Consumers: an exploratory study. Journal for Communication Studies. 8(1), 71 – 90 Sifaki, E., & Papadopoulou, M. (2015). Advertising Modern Art: A Semiotic analysis of Posters used to communicate about the Turner Prize award. Visual Communication, 14(4), 457–484. doi:10.1177/1470357215593850 Wilkins, M. (2018, July 6) More Recycling Won't Solve Plastic Pollution. [Blog post]. Scientific American. Retrieved from https://blogs.scientificamerican.com/observations/more-recycling- wont-solve-plastic-pollution/

SEMIOTIC ANALYSIS OF ENVIRONMENTAL ADVERTISEMENT 12 Visual Image Bibliography List AdCouncil. (1971). People start pollution. People can stop it. [Advertisement]. Retrieved from https://www.adcouncil.org/Our-Campaigns/The-Classics/Pollution-Keep-America-Beautiful- Iron-Eyes-Cody Harrison, C. (2003) Visual Social Semiotics: Understanding How Still Images Make Meaning. Technical Communication, 50(1), 51 – 57