Advertising: Applying Barthes to charity advertising

Roland Barthes was a French literary theorist and semiotician who developed concepts crucial for understanding and analysing media texts.
At the heart of his work is the semiotic theory, which posits that meaning is formed through systems of signs (signifiers and signifieds).
Signifiers are the physical existence of the sign, for example, an image or a word, while the signified is the concept that the signifier represents.
Barthes claimed that these signs could operate on two levels: the denotative (literal) and the connotative (symbolic or implied).

Charity advertising often employs powerful visual and textual signifiers to evoke specific emotions and encourage donations.
The signs used can range from human suffering to positive narratives of change. This involves both denotation and connotation.
Denotative signs in charity ads might include images of impoverished communities and textual information about the charity’s efforts.
Connotative signs offer a deeper, subjective level of meaning. For instance, an image of a suffering child can connote helplessness, urging the audiences to act.

Barthes also discussed the idea of myth, where connotative signs become naturalised into the collective understanding.
In the context of charity advertising, the myth may revolve around the connection between donation and the immediate improvement of lives - an association that has become deeply ingrained over time.
Advertisers can exploit these commonly accepted myths to shape audience perceptions and encourage specific responses.

Anchorage refers to text (or other signifiers) that guide the viewer’s interpretation of an image or sign. In charity ads, anchorage often involves texts providing specifics or focussing emotions.
Relay is used by Barthes to indicate when text and images work in parallel to deliver a complete message. A charity ad might feature heart-touching images along with emotional narratives, working together to maximise impact.

Understanding Barthes’ semiotic theory allows a critical examination of charity advertising from a new perspective.
The exploitation of denotative and connotative signs, the creation and reinforcement of myths, and the use of anchorage and relay - these can all be analysed to comprehend how charity ads strive to manipulate audience emotions and perceptions.
Additionally, reflecting on Barthes’ theory can help uncover potential ethical dilemmas and biases inherent in such advertising strategies.