Assignment 2: Image Analysis

Due 23/11/16

Semiotics is a tool which is used by businesses through a variety of media in order to convey
a message to their audience. When encoding the meaning of their message, the business is
given artistic license through the use of signs and symbols rather than creating a
straightforward communication. It is also allowing the audience to interpret what they feel is
being communicated through the imagery. The colours, text, objects, characters, etc. used in
the picture are all considered signifiers, any physical thing that can be seen in the image. The
signifiers are selected and positioned carefully in order create a mental concept in the mind of
the viewer in order for them to fully comprehend the message that the business is trying to
convey (Cooler Insights, 2012).
In this essay, I will be discussing the ways in which certain images can be decoded by
looking at them in a semiotical way and how these images contain codes on the subject of
ethnicity or race. The three images I have chosen are all forms of print media; one of which is
from a magazine editorial, the other, a
magazine advert and the last, a poster
that was erected in multiple sites around
Britain. Through analysing these
pictures, I hope to see the contrasting
ways in which these images - whether
knowingly or not - impede on or insight
racist ideologies respectively.

Analysing the Media

Michelle McSweeney X00138666

Assignment 2: Image Analysis

Due 23/11/16

Numro, African Queen (2013)

Analysing the Media

Michelle McSweeney X00138666

Assignment 2: Image Analysis

Due 23/11/16

Numro
The first image that I have chosen to analyse is from a magazine editorial in French fashion
magazine, Numro. This image shows a woman crouched in a warrior-like pose, donning a
fitted suit in traditional African style print and Persian slippers. The words African Queen
are displayed beside her, suggesting that the model has been given this title. Her skin is a dark
bronze which contrasts greatly with her natural facial features. This combined with the
smooth texture of her hair contradict the genetic traits one would associate with a person with
skin as dark as hers. This may cause some confusion for viewers as the combination of the
models traits defies convention.
The model is in fact Caucasian and had been sprayed darker in order to pose for this
particular editorial. This act is known as blackfacing, a racist act that began during the 19th
century to dehumanise and mock black heritage (BlackFace). By using the traditional African
clothing and altering the models skin colour, they are appropriating African culture and
making it appear to be nothing more than a fashion statement.Even the pose she strikes
suggests mimicry of a tribal person or warrior. Susan Scafidi, an American lawyer explains
cultural appropriation as taking intellectual property, traditional knowledge, cultural
expressions, or artifacts from someone else's culture without permission (Race Relations,
2016).
In the case of this image, we can see that the French magazine has taken the clothing
customary to African society and juxtaposed it onto the white model, portraying their culture
as a costume. The visual and textual codes within this image all seem to conflict; the title, the
clothing, the skin tone and facial characteristics of the model all clash. To me, the editorial is
racially insensitive; the history and heritage is stripped of an entire culture and represented by
a white American model. Why not photograph a native African Queen?
Despite the magazine being subjected to scrutiny for the overt blackface scandal, Numros
response favoured the artistic works of their photographers and apologised to those who
found offence in the content rather than owning up to the racist act. Numro Magazine,
which has the utmost respect for this photographers creative work, firmly excludes that the
latest may have had, at any moment, the intention to hurt readers sensitivity, whatever their
origin (Huffington Post, 2013).

Analysing the Media

Michelle McSweeney X00138666

Assignment 2: Image Analysis

Due 23/11/16

Dove (2011)

Analysing the Media

Michelle McSweeney X00138666

Dove (2011)

Assignment 2: Image Analysis

Due 23/11/16

Dove
This Dove advertisement, aimed towards women, shows three female models standing in a
line in front of two large before and after posters. All three women wear white towels and
appear to be confident and comfortable, their hands on their hips or caressing their skin,
gazing directly at the camera and grinning. Below them, the object of the advertisement is
placed at the right hand corner, following the tagline, Visibly more beautiful skin from the
most unexpected places your shower. The background is bright; most prominently,
mixtures of white and neutral tones surround the models.
Although the bottles of Dove should be the most important feature of this advert, the viewers
eyes are drawn to the image above them of the women along with the bare backdrop. The
signifier the line of women - in itself appears unimportant until one thinks about the way in
which they are arranged. The human gaze travels from left to right, meaning that the reader
sees the women as a progressing timeline, ending with the blonde haired, light skinned
model. The women gradually get lighter; from Black, to Mixed-race and finally Caucasian.
The combination of the order of the models alignment alongside the words before and
after above their heads denotes that the goal or end result of using this product would be to
achieve the lighter skin of the Caucasian model. The words Visibly more beautiful skin,
further accentuate this point as it tells the viewer that this change can be seen happening right
before their eyes. It suggests that the lighter a person is, the more beautiful they may be in the
eyes of others.
Due to the various codes within this image, many viewers may have taken different messages
from the advertisement. While to me, the image signifies that the white female is the model
figure in the advert, many may not have taken the visual and textual codes into account in the
same way. Dove themselves released a statement following the backlash on this advert
claiming that they themselves didnt see nor intend to insight such a racist view. The ad is
intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin
visibly more beautiful in just one week. All three women are intended to demonstrate the
"after" product benefit (Gawker, 2011).

Analysing the Media

Michelle McSweeney X00138666

Assignment 2: Image Analysis

Due 23/11/16

Commission for Racial Equality, 1998

Analysing the Media

United Colours ofMichelle

Benetton,
An Odd Bouquet
(1996)
McSweeney
X00138666

Assignment 2: Image Analysis

Due 23/11/16

Commission for Racial Equality, UK

The final picture is quite eye-catching. The stark red, black and white colours of the image
combined with the short, sharp text captures the viewers attention immediately. The
characters stern faces protruding from the darkness of the frame suggest that the subject is
serious or sinister. However, at a closer look, the texts read, Scared? You should be Hes a
dentist, and Improve your English. Perhaps this head teacher could help.
The red text refers to stereotypical racist comments that would be aimed at the people
photographed. It is displayed in large font to emphasise the racial abuse that ethnic minorities
face on a regular basis. The smaller, white font beneath acts as a punchline to detract from the
serious tone of the adverts subject matter. This particular image uses faces from various
ethnic groups as the signifier. The signified message in the picture is that of racial abuse and
stereotypes that these people are subjected to.
Despite the humorous twist, the advert is hard hitting and makes a strong statement, not only
for ethnic minorities but also against racists. It illustrates how people are not bound to the
stigmas surrounding their cultures and mocks those who pass bigoted comments based on a
persons race.

Conclusion
In conclusion, it is clear that all varieties of media address various social themes through their
use of semiotics within imagery. However, when dealing with delicate issues such as racism,
sexism etc. it is important for a business to carefully encode their message to ensure that the
audience interprets the message correctly. In the cases of Numro and Dove, the symbolic
codes used and poor positioning of signifiers in the images were easily misconstrued by
viewers and appeared racist, contrary to the companies intended message. When well
executed, the companys message reaches the intended viewers, is well understood and the
business receives the desired response from the public, as per the example set by the
Commission of Racial Equality.

Analysing the Media

Michelle McSweeney X00138666

Assignment 2: Image Analysis

Due 23/11/16

References:
Wilson, J. (2013) Numro Magazine Blackface Apology For African Queen Editorial
Responds To Backlash, Huffington Post, [Online.] Available at:
http://www.huffingtonpost.com/2013/02/27/numero-magazine-blackface-apology-africanqueen_n_2772670.html [Accessed on: 16/11/2016]

Padgett, K. (2016) The History of Blackface, Blackface! [Online.] Available at: http://blackface.com/ [Accessed on: 16/11/2016]

Kareem Nittle, N. (2016) What Is Cultural Appropriation and Why Is It Wrong? Race
Relations [Online.] Available at: http://racerelations.about.com/od/diversitymatters/fl/WhatIs-Cultural-Appropriation-and-Why-Is-It-Wrong.htm [Accessed on: 16/11/2016]

Nolan, H. (2011) Dove Body Wash Strong Enough To Turn a Black Woman White Gawker
[Online.] Available at: http://gawker.com/5804724/dove-body-wash-strong-enough-to-turn-ablack-woman-white [Accessed on: 18/11/2016]

Lim,W. (2012) The Role of Semiotics in Marketing Cooler Insights [Online.] Available at:
http://coolerinsights.com/2012/05/the-role-of-semiotics-in-marketing/ [Accessed on:
19/11/2016]

Analysing the Media

Michelle McSweeney X00138666