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Assignment 2: Semiotic and Communication; A Case Study
Comments (0) | Wednesday, September 7, 2011
Semiotic and Communication; A Case Study
First, there are few texts in the ad which are the slogan, “white, black, yellow” on the image of three different hearts and the “United Colors of Benetton”. From the texts, the intended audience is known that the ad is targeted on people who are in racist. This is because the ad is giving out a connotative message of racism integration. As we can see the text of white, black and yellow are on the separated heart and the heart actually is a symbol that signifies the meaning of we are all the same, as the function and the colour of hearts are also the same. For the sentences of “United Colors of Benetton” actually signifies the meaning of all the colors from the world. Therefore, the ad can be an index as the ad represents the information of motivation to live together under a united network.
The ad actually is a “Anti Racism Campaign” that let us to believe that even human are different skin colours in different cultures, but together we are all human being with the same intention to live better in their life and tolerance to each other like how the three different hearts can be put together in this ad without any damage. Some of the background information is important to read this print ad text such as the knowledge of the brand, United Colors of Benetton. This brand is a globally recognized clothing label, they are expertise in building brand awareness through controversial print advertisements that cantered on the colors of the world and the ideas of difference, reality, freedom of speech, and the right to express it.
Reality about different races from all over the world is constructed through the text by showing three hearts but label as in three different colours, which is in white, black, and yellow. From the point of semiotic, the denotation of heart is an essential living organ which is important for us human to survive. As for the connotation, each of the heart with the label is a symbol of the three major races based on the three different skin colours. White skin refers to Caucasian or European; black skin refers to African; and yellow skin refers to Asian. To be more specific, this ad message is trying to say that even though we have different skin colours, but we as a human have this similarity which all of us need heart for our survival; and most importantly our heart is the same in colour. This means we are not that different after all.
At the very first look at White, Black & Yellow which stated in the image on these hearts, the people from the western courtiers will generate the image in their mind of the three skin colours in their country. They will have the image of although we may be different from outside, but in our heart we are still the same, in other words different race work together for a better future.
However, there might have different point of view to the Malaysian. Those who are illiterate or do not like the western countries will find this image is racist in their mind. Yellow is referring to Chinese, and Black may refer to Indian and Malay. Some Malaysian may find it uncomfortable being mentioned their skin colour, some may not prefer being mentioned by their race. Besides that, through the united colors of Benetton’s ad, the ad written with “United colors of Benetton” does convey us the message of unity. The three hearts are being put together apparently show that they are from the human’s heart which brings out the message of one heart.
There are words written on the three hearts with white, black and yellow on each heart respectively. These do metaphor the difference between the skin colors of people. From the ad, it indirectly shows out the different skin colours of peoples’ heart instead of showing their human figure. The usage of metaphor here does using the heart as a sign in semiotic to represent the people. The ad is trying to promote a global luxury fashion brand which is suitable wear by all different layers of people regardless their skin colour or age. The reason I said so is due to Benetton’s variety of clothing for women wear, men wear, children wear and underwear. Besides, they do expand into toiletries, perfumes, and items for the home such as kitchen accessories and baby products. Therefore, in order to send out the message of their variety via advertisement, Benetton is using the pictures of three different skin colours of peoples’ heart to let the public know their main purpose and intention for.
Benetton’s products in its advertisement, they have chosen to show images related to important world issues in an apparent attempt to raise awareness. It has a unique form in advertising their brand. It is unlike other brands of clothing. Its campaigns are not about the clothes but more to social problem such as racism. This kind of ads is intended to grab the attention of people automatically. It allows the people to think on the topic and this might insist people to take a necessary action towards the issue. In addition, they give us a message through our art and creations regardless the colours, races or bodies. It also emphasizes that although we all look the same from the physical part, but our hearts are the same at all time.
In this ad, it conveys us a message across through our art and creations. The message also across to the cultures they respect among human being and make clothes for everyone. This is because it is a part of the human's right. We need to respect others if we want to make some changes to our world, that's one of the initial steps. Benetton brings the concept of we group our behaviour together in our society. In my opinion, racism is a self learned behaviour due to the fact that nobody should be discriminated against their skin colours.
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