Semiotics - the study of signs

Semiotics

• how meaning is constructed through language and codes

Roland Barthes argued that: 

all elements of media text are codes (signs) that need to be read. 

these can be understood as the thing they are and the responses they create.
         Polysemic = multiple meanings

Semiotics analysis starter - ad 'Fight Cancer'
Dark colour (different shades of grey's and black), strong contrast of black and white, bold text in a war like font saying 'Fight Cancer' which is the main purpose of the poster, holding the sword above her head signifying power and dominance, snakes wrapped around the sword handle further signifying the power of the women against cancer and is a symbol of medicine, clearly a woman as the character has feminine features and has long hair, picture style is in totalitarian propaganda, subverting stereotype of women.