What does an image really tell us?

In a world where consumerism is breathing down our necks, we have never had more access to information than in today’s culture. Hyper-senualisation is so prevalent.

However, have you ever looked at an advertisement or one of the images that pop up on your screen so often, and thought, what is this REALLY telling me?

This week in Introduction to Communication and Media, we were asked to look at a complexed image, and discuss what it is trying to sell to us. What is both the immediate and implied meaning of the image.

So let’s try it out together!

The World Wide Fund for Nature (WWF) is a Wildlife and Environmental Conservation Organisation, aiming to save the lives of millions of animals around the globe. They have hundreds, if not thousands of posters, encouraging us to join them. This is just one of them.

So, what hits you at first glance? I see; the tin can, sardines, crude oil, white and black writing and the WWF logo containing a panda.

When assessing an image such as this one, you must take your denotations, and find their meaning together.

To me, the juxtaposition between the quality-lacking sardines and the word “Prestige” spread across the tin, tells ‘quite the story.’ It tells the story of a tragic oil spill off the coast of Galicia.

“The oil spill from the now-sunken tanker “Prestige” off the coast of Galicia is affecting one of the most beautiful and spectacular parts of the Spanish coastline. The spill is destroying the ecosystems of Costa da Morte and Cabo Fisterra, biological habitats of great value, and creating a real drama for many families in this rural area living primarily from fishing.”

European Environmental Agency: https://www.eea.europa.eu/highlights/Ann1037955953

I don’t know about what you think, but this story, to me, is a tragic one. Our beautiful little earth doesn’t deserve this, neither did the people!

Nevertheless, back to our WWF poster. The oil-soaked sardines represent the velocity of oil spill. The inscribed word “Prestige” was originally the name of the boat that sunk, but in the context of the image we are examining, it is the brand name of the sardines. Lastly, the black writing is informative facts about the oil spill.

So, what does this all mean? I hear you asking.

Well, WWF is making a point, that this spill isn’t the first, and won’t be the last — possibly suggesting that it will become a normality.

How do we as a society, feel about this? Does it make you want to make a change too?

That is the power of complexed images. They allow us to connect and be persuaded to purchase or be compelled to feel a certain way.

In a society such as ours, we need to be careful what we let influence us. I encourage you all to think deeply about what is popping up on your screen, and what it is telling you.

Until next time,

Lil x