Critiquing an Image based on Semiotic Analysis

We see from the picture above that it has two modes, namely language & image. In terms of the image mode, it actually encompasses different elements which include colour, typography and positioning; while the language mode pretty much refers to the words used.

In the image mode, first, we see 6 different characters bordering along the 4 sides of the whole picture. It is quite apparent that the first 3 characters at the top half of the whole picture are used in line with the first half of the phrase, “Take your job seriously”, as we see an angry-looking chef, a document-tearing man, and a man hammering the keyboard of a computer. All of them can be said to look a tad too serious.

Then, we see the change in mood based on the characters at the bottom-half, as we see a goofy-looking clown, a man jumping for joy, and a clown-looking person laughing with one of his/her hands stretched out. These characters are seen to be in line with the second half of the phrase, “don’t take yourself seriously”.

Note how the “serious” and “goofy” elements take half of the page each – top-half & bottom-half respectively. Although there is no distinct framing, the segregation is marked by the word, “but”, the characters in the whole picture, as well as the amount of space given to “Take your job seriously” and “don’t take yourself seriously”, which is very much half of each page. In this case, we see framing at work (subtly, but apparently) as well as the significance of the spatial aspect and positioning because of the equal amount of space attributed to the “serious” and “goofy” aspects, thus conveying what the whole picture is trying to get across to the viewers – “relax & enjoy yourself while taking your job seriously, & that none of them should be compromised for another.”

Note also how the letters of the words at the top-half are neatly lined up as compared to those at the bottom-half, which are generally “jumpy-looking” – which is very much linked to the motion of the typography – once again, to connote a sense of “seriousness” at the top & “fun-ness” at the bottom.
We also see the colour red filling up the phrase at the top-half, which, in this case, connotes anger and danger; while a variation of colours that fill the bottom-half seem to suggest a sense of “cheeriness”. The cheeriness is also depicted through the use of a shade of yellow as a background colour. The gradual change of shade from a paler yellow (at the top-half) to yellow (at the bottom-half) also further portrays the serious mode at the top-half to the cheeriness at the bottom-half.

On another note, the text is to be read in a sequential manner, for it will not make any sense if read other wise.

Having said that, we see that the images compliment the linguistic aspects (the text) in helping to convey what the whole picture intended to communicate to its viewers. Without, the images, the whole message may not hold as much impact. Without the text (the full sentence), no one will understand what the whole picture is trying to convey if viewers are to look at the images only. Hence, texts and images can be said to be interdependent of each other.