Semiotic analysis of charity advert – A Level Media Studies Eduqas Revision

Understanding Semiotics in Charity Advertising

Charity advertising deploys semiotic principles to evoke empathy, solidarity, and a sense of urgency, compelling viewers to contribute.
It leverages the denotative meanings of certain images and symbols, then layers them with specific connotative meanings to create desired effects.
For instance, images of children, especially those in difficult circumstances, can denote innocence and vulnerability and connote the need for immediate action.

Use of Denotation and Connotation in Charity Adverts

At a denotative level, charity adverts may incorporate images of charitable work being done, peoples in need, or images representing the cause or mission of the charity. This helps the audience understand what the charity does.
At a connotive level, the frames of these images, the juxtaposition of elements, or even colours used, may generate associative meanings. For instance, the use of black and white imagery might connote a stark, crisis situation.
An image of a person in distress might denote their current condition, while connotatively it may suggest a call to action.

Unpacking ‘Myths’ in Charity Advertising

Barthes’ concept of ‘myth’ is also significant in charity advertising. These ‘myths’ are constructions of meaning that resonate with cultural values and commonly understood narratives.
A common ‘myth’ often used is that of hope and resilience in the face of adversity. This is often communicated through images of smiling children, despite their harsh living conditions.
Another effective ‘myth’ might be the transformative power of a single contribution, represented through ‘before and after’ storylines.

Semiotic Analysis of a Charity Advert

Start by identifying denotative signs and their literal meanings - the upfront, obvious message that the advert communicates.
Also identify connotative meanings, the additional, coded meanings the signs might hold within a societal or cultural context.
Reflect on whether and how myths are being used. Are there widely accepted values or narratives invoked in the advert?
Finally, interpret the intended effects the advertiser might be seeking: the intended message might be encouraging empathy, provoking outrage, or emphasising the urgency of the situation.

Remember: The primary aim is to understand how the advert encourages viewers to engage and support the cause, above and beyond the direct selling of a product or a service.