Meanings behind Images

We see all sorts of images being published in the media today. Some forms of media impose stricter regulations on these published material compared to others. Nevertheless, I am sure we have come across published images that carry a certain ulterior meaning.

Here are some examples.

 

This image is an advertisement by Dolce & Gabbana, an Italian fashion design label which came under fire after releasing this advertisement in 2007. At first glance, this image seems to take up a more creative/fashionable stance. However, it was reported that Dolce & Gabbana was forced to retract these advertisements after authorities in Spain called imposed a ban, saying that this advertisement degrading, and incited violence towards women. 

This image of Jesus Christ holding a beer can and a cigarette was published in Makkal Osai, a Tamil newspaper in Malaysia (Retna 2007). This image was published on the August 27 2007 issue, under the paper's "Thought of the Day" section. It carried a message, roughly quoting "if someone repents of their mistakes, Heaven awaites them". 

Needless to say, this image sparked the anger and dissapproval of various parties, especially Christians. It was reported that Makkal Osai loss their license to publish due to this incident (TheStar Online 2008). 

I remember Walsh (2006) saying "The way we interpret any new text, whether words or images, will then produce new interpretations, new responses, and new meanings." These responses and interpretations may not necessarily be positive, like the response generated by the two images above. 

It is crucial that document designers understand their target audience, as well as their frame of reference, in order to avoid creating documents which may evoke confusion and in some cases, even anger (Shriver 1997).

Moral of the story is - document designers need to be sensitive to issues which may spark controversy, such as sexism or religion. 

References

ABC News, 2007. Dolce and Gabbana pulls 'humiliating' ads after Spanish objections. Retrieved Nov 11 2008 from 

http://www.abc.net.au/news/stories/2007/03/14/1871208.htm

Retna, S., 2007. MCCBCHS calls for probe and action against Tamil Daily. Retrieved Nov 11 2008 from http://www.malaysianbar.org.my/index2.php?option=com_content&do_pdf=1&id=10636

Schriver, K.A., 1997. Dynamics in document design: creating texts for readers, Wiley Computer Publication, New York.

TheStar Online, 2008. Makkal Osai loses license. Retrieved Nov 11 from http://thestar.com.my/news/story.asp?file=/2008/4/17/nation/20977362&sec=nation

Walsh, M, 2006, The 'textual shift': Examining the reading process with print, visual and multimodal texts', Australia journal of language and literacy, Vol. 29, No. 1, pp. 24-37