If you’ve ever spent any time on the internet, watching television or even in some occasions, driving down a highway you’ve been exposed to advertising in some form of and seen a complex image with many connotations and signifiers. These complex images can have many different messages and evoke many different emotions from people.
This poster from Volkswagen promotes not texting and driving, while simple, it presents a powerful message to the people who view it. The image represents the dangers of texting while you are behind the wheel and the repercussion that it could have, its negative and damaging connotations show people that they should think about what could happen if they chose to do this act. The denotations are someone texting while they are driving and having the text auto-correct to what will actually happen if they continue to text and drive. It is pretty hard to read this image in more ways than the intended due to how clear it is and the direct message it is giving.
These advertisements from UN WOMEN are another group of images that are so direct that it is hard for them to be read in more than one way. The denotations of this image are google searches that show women’s rights being violated while their mouths have been covered limiting their speech. The image connotations are that there are basic rights that have been taken away from women in some instances and that UN WOMEN are using their campaign to do something about it.
The Save Paper – Save The Planet advertisements from WWF (World Wide Fund for Nature) show the links between consuming and the survival of the planet’s resources. The denotations of the image is that paper towels are representing the green of the planet and by over using them, the planet will be less ‘green’. The connotations of this image is that by over using the plants resources and not being replaced there wont be anything left. It may be possible to read this image in more than one way although it same conclusion about the environments resources will be concluded.
These complex images, just like many others show a range of experiences and evoke a range of emotions, from its viewers.
Adruby.com. (2016). Volkswagen: Please don’t text and drive – Outdoor advertisements. [online] Available at: http://www.adruby.com/outdoor-ads/volkswagen-please-dont-text-and-drive [Accessed 30 Mar. 2016].
Bored Panda. (2016). 40 Of The Most Powerful Social Issue Ads That’ll Make You Stop And Think. [online] Available at: http://www.boredpanda.com/powerful-social-advertisements/ [Accessed 30 Mar. 2016].
Adsoftheworld.com. (2016). WWF: Paper Dispenser | Ads of the World™. [online] Available at: http://adsoftheworld.com/media/ambient/wwf_paper_dispenser [Accessed 31 Mar. 2016].