Semiotic Analysis of a Public Service Advertising I compost food waste

Authors

  • Muhammad Rudi Kurniawan Department of Visual Communication Design, Indonesia Art Institute of Padangpanjang
  • Sahrul N Department of Visual Communication Design, Indonesia Art Institute of Padangpanjang
  • Syafwandi Syafwandi Department of Visual Communication Design, Indonesia Art Institute of Padangpanjang

:

https://doi.org/10.9744/nirmana.19.2.90-97

Keywords:

public service advertising, food waste into compost, semiotic

Abstract

Most of the current researches on analyzing public service advertisings (PSA) about food waste into compost is concentrated on the interconnection between environmental, economic, and social aspects. This study has considered the semiotic analysis of the selected PSA through Barthes’ The Five Codes theory. Using the semiotic framework, the paper explains the messages of the PSA “I Compost Food Waste” and describes how this advertising provides insight into design innovation. The findings have shown that the PSA combined with the semiotics is capable of raising people’s awareness about food waste into compost.

References

Artero, J. P., Etayo, C., & Sánchez-Tabernero, A. 2016, How Advertising Affects Quality Perception of Public Service Television? A Comparison of Two Surveys in Spain (2008 and 2012), Creative Industries Journal, 9(2), 107-115. doi:10.1080/17510694.2016.1206356

Barthes, R., & Duisit, L. 1975, An Introduction to the Structural Analysis of Narrative, New Literary History, 6(2), 237-272. doi:10.2307/468419

BreatheLife – A Global Campaign for Clean Air. 2018, Retrieved from http://breathelife2030.org/

Calian, K., & Jandali, A. 2015, Compostal is A Bike Operated Compost Pickup Service Operating in New York City. It Is An Easy Way To Send Food Waste To Become Soil Instead Of Going To The Landfill, Retrieved from https://www.kylecalian.com/Compostal

Chen, H. S., & Jai, T. 2018, Waste Less, Enjoy More: Forming A Messaging Campaign And Reducing Food Waste In Restaurants. Journal of Quality Assurance in Hospitality & Tourism, 1-26.

Fish, C. A., Brown, J. R., & Quandt, S. A. 2013, African American and Latino Low Income Families’ Food Shopping Behaviors: Promoting Fruit and Vegetable Consumption and Use of Alternative Healthy Food Options, Journal of Immigrant and Minority Health, 17(2), 498-505. doi:10.1007/s10903-013-9956-8

Grace, C., & Rosenberg, S. 2016, Young, Connected And Black: African-American Millennials Are Driving Social Change and Leading Digital Advancement (pp. 17-18, Rep.), Nielsen.

Gunders, D. 2012, Wasted: How America Is Losing Up to 40 Percent of Its Food from Farm to Fork to Landfill (p. 4, Rep. No. 12-06-B), The Natural Resources Defense Council.

Hengel, J. 2016, Feeding America. Retrieved from http://www.feedingamerica.org/

Highmore, B. 2013, Feeling Our Way: Mood and Cultural Studies. Communication and Critical/Cultural Studies, 10(4), 427-438. doi:10.1080/14791420.2013.840387

BreatheLife. 2018, "I Compost Food Waste." Advertisement. YouTube, https://www.youtube.com/watch?v=jbB5ZpYCQkc.

Jagau, H. L., & Vyrastekova, J. 2017, Behavioral Approach to Food Waste: An Experiment. British Food Journal, 119(4), 882-894. doi:10.1108/bfj-05-2016-0213

Jensen, K. B., & Jankowski, N. W. 1991, A Handbook of Qualitative Methodologies for Mass Communication Research, doi:10.4324/9780203409800

Kull, K., & Maran, T. 2013, Journals of Semiotics in The World. Sign Systems Studies, 41(1). doi:10.12697/sss.2013.41.1.08

Lambin, E. F., & Meyfroidt, P. 2011, Global Land Use Change, Economic Globalization, and The Looming Land Scarcity, Proceedings of the National Academy of Sciences, 108(9), 3465-3472. doi:10.1073/pnas.1100480108

Lee, J., & Davie, W. R. 1997, Audience Recall of AIDS PSAs Among U.S. and International College Students, Journalism & Mass Communication Quarterly, 74(1), 7-22. doi:10.1177/107769909707400102

Lick, E. 2015, Print Advertising in Anglophone and Francophone Canada from A Critical Discourse Analytical Point of View: Establishing Different Relations Between The Producer and Viewer Of Advertisement Images. Visual Communication, 14(2), 221-241. doi:10.1177/1470357214565580

Luque, R., & Clark, J. H. 2013, Valorisation of Food Residues: Waste to Wealth Using Green Chemical Technologies. Sustainable Chemical Processes, 1(1), 10. doi:10.1186/2043-7129-1-10

Metallo, M. 2014, Garden to Table: A 5-Year Look at Food Gardening In America (pp. 8-9, Rep.), National gardening association, Special report

Morone, P. 2016, The Times They Are A-Changing: Making The Transition Toward A Sustainable Economy. Biofuels, Bioproducts and Biorefining, 10(4), 369-377. doi:10.1002/bbb.1647

Murry, J. J., Stam, A., & Lastovicka, J. L. 1996, Paid-Versus Donated - Media Strategies for Public Service Announcement Campaigns, Public Opinion Quarterly, 60(1), 1. doi:10.1086/297737

Papargyropoulou, E., Lozano, R., Steinberger, J. K., Wright, N., & Ujang, Z. B. 2014, The Food Waste Hierarchy As A Framework For The Management Of Food Surplus and Food Waste. Journal of Cleaner Production, 76, 106-115. doi:10.1016/j.jclepro.2014.04.020

Pearson, D., & Perera, A. 2018, Reducing Food Waste. Social Marketing Quarterly, 24(1), 45-57. doi:10.1177/1524500417750830

Pinto, R. S., Pinto, R. M., Melo, F. F., Campos, S. S., & Cordovil, C. M. 2018, A Simple Awareness Campaign to Promote Food Waste Reduction In A University Canteen. Waste Management, 76, 28-38. doi:10.1016/j.wasman.2018.02.044

Price, R., Matthews, J., & Wrigley, C. 2018, Three Narrative Techniques for Engagement and Action in Design-Led Innovation, She Ji: The Journal of Design, Economics, and Innovation, 4(2), 186-201. doi:10.1016/j.sheji.2018.04.001

Rahmanian, N., Ali, S. H., Homayoonfard, M., Ali, N. J., Rehan, M., Sadef, Y., & Nizami, A. S. 2015, Analysis of Physiochemical Parameters to Evaluate the Drinking Water Quality in the State of Perak, Malaysia, Journal of Chemistry, 1-10. doi:10.1155/2015/716125

Raineri, M. 2017, The Community Grounds Project, Retrieved from https://www.thecommunitygroundsproject.com/

Stano, S. 2016, Introduction: Semiotics of Food. Semiotica, 2016(211), 211-211. doi:10.1515/sem-2016-0095

Stein, S. R. 1998, Visuality and the Image. Journal of Communication, 48(2), 170-177. doi:10.1111/j.1460-2466.1998.tb02755.x

https://www.savethefood.com/

Downloads

Published

2021-10-11

How to Cite

Kurniawan, M. R., N, S., & Syafwandi, S. (2021). Semiotic Analysis of a Public Service Advertising I compost food waste. Jurnal Desain Komunikasi Visual Nirmana, 19(2), 90-97. https://doi.org/10.9744/nirmana.19.2.90-97

Issue

Section

Articles