Semiotics is the science of signs. This technique is used everyday especially through advertisements such as the image above. It plays on cultural knowledge, common references, and controversial topics to be relevant the target consumer. It may even make them empathetic towards the image if it appeals to emotions through the controversial subject.
This image shows a controversial way to raise awareness for smoking around children. Although this campaign is so confronting this allows it to be more successful at making an impact to its audience. This image is helping to persuade smokers into quitting by comparing smoking to abuse.
The use of the arm and in shown in smoke is a sign to symbolise the smoke from a cigarette. It shows an abusive way of treating a child, which appeals to most people, as children are so vulnerable. The confrontational aspect allows this campaign to be successful because it makes adults think. Especially if they have kids of their own this would allow them to emphases with the advertisement.
The child represents a helpless victim to second hand smoke. He is used to create empathy due to his size and emotions. These factors create empathy from the audience, which increases the possible impact on their lives. This helplessness is also a symbol of how second hand smoke is 80% invisible. The invisibility of the smoke means that it is untraceable to the eye and most people may not know that it’s there.
The use of the dark background emphases how ‘cold’ this act is and the danger within this action. The different shades of grey used for the arm/hand, the boy’s shirt, the boy’s skin and in the background creates a motif for the smoke to create a symbol that second hand smoke gets everywhere.
The image without the writing on the bottom could also be viewed as a domestic violence campaign. The use of the arm is seen as an abusive action of choking someone.
“Advertising has been critiqued as one of the social institutions which perform this function of naturalising dominant ideologies in our culture” (Bignell 2002) This statement relates to this advertisement above as it is advertising dominant behaviour over children in such a natural way.
References
Theadvertisingclub.net, (2011). Semiotics and advertising. [online] Available at: http://www.theadvertisingclub.net/index.php/features/editorial/3287-semiotics-and-advertising# [Accessed 22nd March. 2017].
Ashleigh Lockton 
Hello Ashleigh
This is a well composed blog post! Firstly, your definition of semiotics and its presence in society is well written and sets up the rest of the post. The smoking poster is a perfect example of how an image can have multiple meanings and consequently be interpreted in different ways. I found it interesting to read how you linked the poster to domestic violence as i hadn’t thought of the poster in that way and would have liked to see a couple more lines strengthening that potential interpretation. I found this article on the effects smoking which might help increase your knowledge on the topic
http://oaklandpostonline.com/15648/life/effects-of-smoking-more-widespread-than-just-lung-cancer/
I look forward to reading your next blog post
LikeLike
Hey I really like your analysis of this ad. It is a confronting image that you’ve found in every day media. You’ve analysed it in great detail & perfectly depicted what it’s about & how it is controversial & the issues it has in today’s society. The media is a very influential place & I feel this smoking campaign would have been used well in the media to reach out to a wide group of people!
Good job! Look forward to more of your posts.
-Tay xo
LikeLike