Imagine that you’ve been asked to create a public awareness
campaign about the dangers of drinking alcohol during pregnancy and that you’ll
be basing your campaign around this image. You want the image to do as much of
the work as possible.
Look carefully at the image. Identify the signifier,
the signified and the sign. What is the punctum? What is the studium?
Does this image do the job? How might you modify it
to put the health message across more effectively? Try to give your answer in
semiotic terms.
www.dictionary.com
The study of signs and
symbols as elements of communicative behaviour; the analysis of systems of
communication, as in language, gestures.
From the picture above identify the following:
Identify the signifier
Health dangers when a woman drinks whilst she is pregnant
The signified and the sign
There are health dangers if pregnant women continue to drink whilst pregnant.
There are health dangers if pregnant women continue to drink whilst pregnant.
The sign is a worried look from the woman whilst she is clutching a glass of red wine in her hand
What is the punctum?
The punctum is the glass of red wine the woman is holding.
What is the studium?
The pregnant woman is showing concern by touching her stomach. This might be the first time she has been made aware of the problems about alcohol and pregnancy.
Does this image do the
job? How might you modify it to put the health message across more effectively?
Try to give your answer in semiotic terms.
No. There could be more emphasis put on the problems by having a doctor looking person standing next to the pregnant listening to her stomach. The doctor could be holding a bottle of wine and shaking their finger at woman.
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