Semiotic Analysis Of Your Media Campaign: Your Skin Campaign

https://www.youtube.com/watch?v=ixMEEI0Zq9g&feature=youtu.be

“Your Skin” campaign is an attempt from the FDA to expose the public to the knowledge that smoking can cause detrimental effects to your organs, more specifically, your skin. While this is an ad that serves a great purpose, the means of which they deliver their code using certain signifiers is questionable. My semiotic analysis will consist of three parts. The first will consist of what is shown in the advertisement at a denotative level, which is to say what is literally in front of our eyes, and to establish what signifiers are being utilized. The second will go to the connotative level, where we create meaning from what signifiers are signifying and the combination of such to

The location Circus Jiffy and the sign outside that is not properly lit gives us a sense that this location is an uncomfortable place to be. A 'circus ' is a place that a ringmaster showcases different events that 'exhibits ' a persons ability, whether it be flying through the air or a special feat only that one person can do. A clown sign can give a sense of unease, depending on a persons history with clowns. In particular, the man John Wayne Gacy nefariously made that symbol one of a negative association for an entire generation. The lack of lighting on this clown establishes that this is a place that is not 'safe ', whether it be from a functional standpoint or from a self preservation, and thus pulls upon an established view of socio-economic statuses of those

This together creates a sense of innocence and a sense of 'feeling out of place ' due to her passive demeanor in the shop. Her peeling of her skin being shown in a dutch angle represents "loosing control", which was a technique implemented by The black woman is simply requesting for something 'more ' from the woman when she places the money down, yet her demeanor balances between disgust and formality of being a worker for this location. Her eyes begin to open wide when the white woman begins to peel her skin to give "something more" to pay for her smokes, which give us the sense that she is judging her but keeping it held back due to her being a worker in an