Semiotic Analysis of a Hair Cosmetics Poster for Men: Exploring Social

Judgement Theory.

Undergraduate Case Study

Presented to the Subject Instructor of the
English Department, College of Arts and Sciences
MINDANAO STATE UNIVERSITY–BUUG CAMPUS
Datu Panas, Buug, Zamboanga Sibugay

Fulfillment of the Requirements for the ENG125

in the Degree of Bachelor of Arts in English Language Studies (BAELS)

Jerald C. Juntilla

December 2024
Abstract

Abstract This semiotic analysis examines the signs and symbols of two

selective two kinds of poster to further understand how and why those elements in a

poster create meaning and influence the interpretation of the audience, which can

lead to their various critical judgments in order to convey them whether the

audience would be convinced or reject the said poster. Leveraging the concept of

the social judgment theory (SJT; Sherif & Hovland 1961; Sherif et al. 1965), the

study explores the factors that influence people, areas of acceptance, rejection, and

non-commitment, understanding how people comprehend and absorb entities, and

creating an assumption of how people make a decision and or choose new ideas by

considering their social status, age generation, races, beliefs and other point of

views. Overall, the analysis stresses the significance of capability for innovation in

crafting media, such as promotional posters.

 INTRODUCTION

Background

This study delves into the realm of visual communication, specifically

focusing on the semiotic analysis of promotional posters of Hair Cosmetics. The

research aims to understand how the signs and symbols embedded within posters

construct meaning and influence audience interpretation, ultimately shaping their

critical judgments and responses. The leverages of the Social Judgment Theory

(SJT) as a theoretical framework to explore the factors that influence an

individual’s acceptance, rejection, or non-commitment towards a message

conveyed through posters.

Because posters are widely used in: academic, public health, and

commercial areas for communication, this research was initiated. Posters serve as

a visual platform for conveying information, drawing attention, and ultimately

delivering a message. However, despite their prevalence, the effectiveness of

posters in conveying information and influencing audience perception remains a

subject of ongoing inquiry.

So, this paper draws inspiration from the work of prominent semioticians

such as Ferdinand de Saussure and Roland Barthes, who have significantly

contributed to our understanding of how signs and symbols create meaning.

Saussure’s concept of the sign, comprised of the signifier (physical form) and the

signified (concept), forms the foundation for this analysis. Barthes further
 expanded on Saussure’s ideas, emphasizing the role of cultural context and social

factors in shaping the interpretation of signs.

This study also acknowledges the limitations of the poster medium,

particularly in terms of information depth and audience perception. Previous

research has highlighted the challenges associated with conveying complex

information effectively through posters and the potential for misinterpretations or

biases in audience reception.

This aims to contribute to the existing body of knowledge by examining the

semiotic elements of posters and their influence on audience judgment. By

analyzing the visual strategies employed in posters, the study seeks to understand

how these elements create meaning, evoke specific connotations, and ultimately

influence the audience’s perception and acceptance of the message. The findings

of this research will provide valuable insights into the power of visual

communication and its potential to shape attitudes, behaviors, and ultimately, the

effectiveness of promotional campaigns.

Keywords: Semiotics, Posters, Visual Communication, Social Judgment Theory (SJT,

Audience Interpretation
Statement of the Problem

The statement of the problem of this study is what it corresponds to the

semiotics, and how this concept being viewed by the consumers.

1. What are the visual strategies and corresponding meaning conveyed?

Rationale (Review of related Literature)

The poster presentation is a popular method for sharing information in

academic and public health settings. Furthermore, posters are intended to provide a

visual depiction of a problem that first draws attention and then delivers the

intended message. While the poster medium has become the standard publication

format in the scientific and academic fields, there are acknowledged limits in terms

of information transmission depth, compilation and production challenges, and

audience perception (Ilic & Rowe, 2011). Furthermore, Solik (2014) remarked that,

while we are surrounded by multiple signs of various types and connections to sign

systems, the same is true for advertising, which heavily relies on signs and sign

systems, especially for commercial purposes. However, it is difficult to grasp each

indicator instantly. Solik defined semiotics as the explanation of textual

mechanisms and functions, as well as visual communicators, which help us to

comprehend the nature of social processes. Semiotics is the study of how signs

form meanings, with the assumption that such meanings are determined by the

structural alignment of signs created by signification processes. Advertising aims to

inspire and motivate people to buy goods or services or modify their perception of a
brand. Advertisements are produced and received using semiotic processes that are

distinct from other forms of audiovisual items. Solik maintained that advertising,

like culture, cannot be reduced to semiotics since it entails more than meaning and

communication. However, evaluating advertising via a semiotic lens provides a

more in-depth knowledge of its processes and functions. According to Campbell

(2014), Roland Barthes is one of the most important figures in late twentieth-

century French philosophy and critical theory. Barthes' work includes linguistics,

semiology, structuralism, and post-structuralism, as well as its expressions in many

mediums such as verbal text, visual image, music, classical literature, architecture,

film, fashion, and advertising. His work delves into the concept of communication,

alternating between scientific rationalism and artistic pleasure. Semiotics, or the

study of signals, is a wide and sometimes confusing discipline. Semiotic thinkers'

writings might be difficult to grasp. Berger emphasized that semioticians have

studied facial expressions, haircuts, hair colors, trends, jewelry, and other features

to determine how they produce meaning and reflect society and culture. Berger also

used the Social Judgment Theory (SJT) as a framework for understanding signs and

symbols in media. While several hypotheses exist, SJT indicates the range of

judgment, showing whether people will accept or reject an issue. According to

Berger (2004), in earlier literature, Satria Indra Praja Persada (2020) examined the

visual interpretation of the Gundala poster from 2019. The research employed the

semiotic technique, which was devised by Ferdinand de Saussure. Gundala was an

Indonesian superhero invented by Hasmi, and in 2019, the superhero figure was

produced for the film directed by Joko Anwar. The poster was created based on the
movie. According to the poster's image, Gundala was in the center, with the

building behind him and many people staring at Gundala with lightning and rain,

creating a visible hold. The poster seems dark with rain and lightning, which

contributes to its ominous atmosphere. Gundala's Visualization in the middle

produces a dashing impact on the Superhero; then, with the background of an

ancient building, it is clear that the gloomy visuals produced by this poster are

increased by the amount of people staring at the figure of Gundala, adding a tense

sense to this poster. Rain and lightning were included since this Gundala draws

strength from lightning. The goal of this study is to create a visual understanding of

the audience so that they can grasp the message of the poster. In the past,

researchers investigated the usage of visual design goods. All of the features

demonstrate that visual communication is a way of expressing oneself at any age.

Posters, which are used to announce a product, service, or campaign, are favored

forms of visual communication because they get the message to the target audience

quickly, easily, and cheaply. Meanwhile, posters are a byproduct of graphic design.

The message to be conveyed is developed utilizing a variety of graphic components

and delivered to the intended audience. These goods may alter people's views by

the messages they convey. The study's posters were analyzed using Barthes'

Semiotic concept, which followed and refined the concept of Ferdinand de

Saussure. (KavuranT., ERTAN T.) Based to the analyses of the posters are

provided. It is observed that there are connotations in this direction in the posters

used in social responsibility campaigns, and this is the subject matter of this study.

It is observed that sometimes negative images are used, the target audience is
mobilized, the messages are conveyed, and the practitioners receive positive results

with these meanings.

In previous literature in Satria Indra Praja Persada (2020) have analyzed the

visual meaning of the Gundala poster in 2019. The method used in the study was

the semiotic method; Ferdinand de Saussure developed the semiotic approach.

Gundala was an Indonesian superhero created by Hasmi, and in 2019, the superhero

figure made by the Movie directed by Joko Anwar. From the movie, the poster

made. From the visual of this poster, Gundala was in the middle, and then behind

him was the building, and above the building, many people were looking at

Gundala with lightning and rain, making a visible gripping. The poster seems dark

with rain and lightning, which adds the tense feeling of the poster. Gundala’s

Visualization in the middle makes a dashing impression on the Superhero; then

with the background of an old building, it can be seen that the dark visuals built

from this poster are augmented by the number of people looking at the figure of

Gundala adds a tense feeling to this poster. Rain and lightning added because this

Gundala gets strength from the lightning. The purpose of this research is to provide

a visual understanding of the audience so that the audience can understand the

meaning of the poster. View at journals.sagepub.com [PDF] academia.edu Cited by

37 Related articles All 3 versions atlantis-press.com Semiotic Analysis of Gundala

Movie Poster Satria Indra Praja Persada International Conference on Business,

Economic, Social Science, and Humanities–Humanities and Social Sciences Track

(ICOBEST-HSS 2019), 133-135, 2020.

 In the past study about use of visual design products. All the elements show

that visual communication shows way of expressing oneself in every age.Posters,

which are used in announcing a product, service or a campaign, are preferred means

of visual communication because they transfer the message to the target audience in

a fast, easy and cheap manner. Meanwhile, posters are a product of graphic design.

The message to be transferred is designed by using various visual elements and is

presented to the target audience. These products may cause changes in the

perceptions of people with the meanings they produce. The analysis of the posters

included in the study was made by using the Semiotic Approach of Barthes, who

followed and developed the approach of Ferdinand de Saussure. ( KavuranT.,

ERTAN T.) Based to the analyses of the posters are provided. It is observed that

there are connotations in this direction in the posters used in social responsibility

campaigns, and this is the subject matter of this study. It is observed that sometimes

negative images are used, the target audience is mobilized, the messages are

conveyed, and the practitioners receive positive results with these meanings. In the

study of the Semiotic Analysis Of “Smoke-Free Zone” Campaign Posters Kavuran

T, Tülay ERTAN T. (n.d.) Promotion of cultural events through urban postering: An

exploratory study of its effectiveness, the study of Corinne Berneman, Marie-Josee

Kasparian( 2003) Many cultural organizations resort to postering to inform their

audiences about their activities. Parisians even created a special medium for posters

more than a hundred years ago with the Morris Column. Although traditional

media, such as the weekend sections of newspapers, are also used to advertise

cultural events, their total cost and cost per target customer are relatively high. The
result of the study, despite the importance of this advertising medium for cultural

products, the research and management literatures do not address it. They gained

some insight from an interview with an executive at Publicité Sauvage, the largest

placement agency for posters in Montreal, Canada. The agency's placement strategy

is based on repetition: posters for an event are placed at various locations and are

repeated at the same location on a side-by-side basis. This intuitive practice is

consistent with the characteristics of outdoor advertising generally. Promotion of

cultural events through urban postering: An exploratory study of its effectiveness

Corinne Berneman, Marie-Josee Kasparian International Journal of Arts

Management, 40-49, 2003

The Art of Promotion the Effect of Dynamic and Realistic imagery in

Promotional Posters for Performances, although various research is available on

arts marketing and strategies, but research regarding the design of promotional

material is missing. this research was to find design cues that increase the

effectiveness of promotional material for cultural performances targeted towards

students. So that more students encourages to visit these performances, which

improves their mental health and helps cultural organizations fill their audience. It

was found in literature that non-visitors of performances often are afraid to be

bored, and it was hypothesized that suggesting movement in posters might reduce

this. Current visitors, however, mostly visited for the feeling of a live performance

and connection with the performers, which resulted in the hypothesis that realistic

photos of people with faces in them are more effective in posters than graphics. To
test this, data was collected from 154 students through a survey with 4 different

posters, in a two-by-two-design varying in dynamism and realism. Their effects on

poster attractiveness, event attitude and intention to visit were analysed, and

interaction between the independent variables was also considered. This was done

for three different events: a music, dance and theatre performance. Current

attendance was measured as a moderator for the effects on event attitude and

intention to visit. A significant negative effect of dynamic imagery on intention to

attend was found, but moderation of current attendance affected this positively. The

poster attractiveness was negatively impacted by realism, but positively by

dynamism, with a combination of the two being most positive. Since these effects

vary between dependent variables and between attendees compared to non-

attendees, it is important for cultural organizations to consider their goals and target

audience when designing promotional material. Future research could look into

more cues and consumer segments that might have an effect. (University of Twente,

2023)

Theoretical Framework

This study employs a semiotic framework to analyze the signs and symbols

present in two distinct types of posters. Drawing upon the theories of Saussure

(1916) the relationship of meaning by signifying and its signifier and Sherif et al.

(1961) Social judgement theory, this research aims to understand how these visual

elements contribute to the construction of meaning and influence the interpretation

of the posters. The study will focus on analyzing the relationship between the
signifier (the physical form of the sign) and the signified (the concept or idea

represented). By examining the interplay of iconic, indexical, and symbolic signs

within each poster, the research will explore how these elements evoke specific

connotations and associations in the viewer. Furthermore, the study will consider

the role of cultural context and the viewer’s prior knowledge in shaping their

interpretation of the posters. This investigation will contribute to a deeper

understanding of the power of visual communication and its ability to shape

perceptions, attitudes, and behaviors.

Semiotics

For analyzation I am using the saussurean model in determining and

distinguishing the purpose of the image According to the provided text, Ferdinand

de Saussure, a Swiss linguist, is considered a key figure in semiotics. Saussure’s

work focused on the study of signs and how they create meaning. He proposed

that a sign is made up of two parts:

 Signifier: The physical form of the sign, such as a word, image, or sound.

 Signified: The concept or idea that the signifier represents.

Saussure believed that the relationship between the signifier and the

signified is arbitrary, meaning there is no inherent connection between them. The

meaning of a sign is determined by its relationship to other signs within a system.

He argued that language is a system of signs, and that the meaning of any

individual sign is determined by its place within that system.

Social Judgement Theory (SJT)

Semiotics, the study of signs and symbols, provides a framework for

understanding how posters convey meaning, which is crucial for applying the

Social Judgment Theory (SJT). SJT suggests that individuals have a “latitude of

acceptance,” a range of positions they find acceptable, and a “latitude of

rejection,” a range of positions they find unacceptable. The “latitude of non-

commitment” represents the range of positions individuals find neither acceptable

nor unacceptable. Semiotics helps us understand how the signs and symbols used

in a poster influence these latitudes. For example, a poster featuring familiar,

positive symbols (like a smiling child) might expand the latitude of acceptance

for a message, while a poster with unfamiliar or negative symbols (like a scary

image) might shrink the latitude of acceptance and increase the latitude of

rejection. By analyzing the semiotic elements of a poster, we can predict how it

might influence the audience’s judgment and acceptance of the message.

Conceptual Framework

This study investigates the big role and its purpose between semiotics and

the Social Judgment Theory (SJT) to understand how a hair cosmetics poster for

men influences audience interpretation and ultimately shapes their critical

judgments about the product. The research utilizes a semiotic framework to

analyze the visual elements of the poster, identifying the signifiers (physical

forms) and signifieds (concepts) that contribute to meaning construction.

Drawing upon Saussure’s model of the sign, the study explores how iconic,

indexical, and symbolic signs within the poster evoke specific connotations and

associations in viewers. Furthermore, the study applies SJT to examine how these

semiotic elements influence the audience’s latitudes of acceptance, rejection, and

non-commitment towards the message conveyed by the poster. By analyzing the

visual strategies employed, the study aims to understand how the poster’s

semiotic features influence audience perception, ultimately shaping their attitudes

and judgments about the product. The findings will provide insights into the

power of visual communication and its potential to influence consumer behavior.

Figure 1. a schematic diagram of SJT

METHODOLOGY

Research Design

This paper discusses how the interplay of semiotics and the Social Judgment

Theory can be used to explore the impact of a poster on the interpretation of the

hair cosmetics for men by the audience, and how such interpretations contribute

to critical judgments regarding the product. Using the framework of semiotics, it

analyzes the visual signs that appear in the poster by determining the signifiers-

the physical forms-and signifieds-the concepts-to contribute towards the meaning

construction. This research study draws on the sign model by Saussure in

determining how iconic, indexical, and symbolic signs used in the poster convey

some particular connotations and associations for viewers. Then: Using SJT, the

study will test how these semiotic elements shape audience acceptance, rejection,

and non-commitment toward the poster’s message. Analyzing the visual

strategies, this study aims to understand how a poster’s semiotic features

influence audience perception, shaping attitudes and judgments about the product.

The results will provide insights into the power of visual communication and its

potential to influence consumer behavior.

DISCUSSION

Semiotic Analysis using the SJT

Figure 2. the advertisement of a grips wax for hairdo.

This poster for “Grips Hair Wax” utilizes a combination of semiotic

elements and social judgment theory principles to appeal to its target audience,

likely young men interested in styling their hair.

Semiotic Analysis

 Signifier
 The image features a young, attractive Asian man with styled hair,

wearing a smart casual outfit (blue blazer and a grey shirt). He holds a

container of “Grips Hair Wax” in his hand, looking directly at the viewer

with a confident expression.

 Signified

The signified is the concept of masculinity, style, and confidence.

The man’s appearance and posture convey a sense of self-assurance and

attractiveness, suggesting that using the hair wax will enhance these

qualities.

Social Judgment Theory (SJT)

 Latitude of Acceptance

 A fan of the model

 Masculine Individual

 Hairtylist

 Product consumer

 Young/ young adults individuals between 15-35 years of age

 Elements: The image features a young, attractive man

with styled hair, wearing a casual grey t-shirt. He is

smiling and running his hand through his hair,

 suggesting a sense of satisfaction and control over his

appearance. The prominent display of the hair gel bottle,

with its sleek design and bold branding, reinforces its

importance. The tagline is "The Perfect Finishing

Touch."

 Impact: The poster aims to appeal to a target audience

of men seeking a reliable and stylish hair styling

solution. The model's appearance, the tagline, and the

product's name "WBM MenCare" reinforce these

positive connotations, expanding the latitude

 Latitude of Rejection

 Those individuals who have rashes on the product or

having an allergy when using the product.

 Elements: The poster avoids elements that might trigger rejection,

such as overly aggressive or exaggerated imagery. The overall

tone is confident but approachable, aiming to avoid alienating

potential customers.

 Impact: The poster's tone and visuals are carefully chosen to

avoid alienating those who might not identify with a more

"macho" image. This helps minimize the latitude of rejection and

appeal to a broader audience.

  Latitude of Non-Commitment

 Not user of the products

 Feminine individuals

 Long haired

 Elements: The poster focuses on the specific benefits of the

product (easy styling, easy wash) rather than making broader

claims about personality or lifestyle.

 Impact: This focus on practical benefits minimizes the potential

for non-commitment. It appeals to men who are primarily

interested in the product's functionality rather than its broader

social implications.

The poster effectively utilizes semiotic elements and social judgment theory

principles to create a positive association with the product. The image of a

confident, stylish man holding the hair wax reinforces the desired outcome of

using the product, while the slogan and overall tone appeal to a broad audience of

young men seeking easy and effective hair styling solutions.

 Figure 3. A person touching his hair.

This poster for “WBM MenCare Hair Gel” utilizes a combination of

semiotic elements and social judgment theory principles to appeal to its target

audience, likely men seeking a reliable and stylish hair styling solution.

Semiotic Analysis

 Signifier

The image features a young, attractive man with styled hair,

wearing a casual grey t-shirt. He is smiling and running his hand through

his hair, suggesting a sense of satisfaction and control over his

appearance. The prominent display of the hair gel bottle, with its sleek

design and bold branding, reinforces its importance.

  Signified

The signified is the concept of “confidence, style, and control”. The

man’s appearance and action convey a sense of self-assurance and

attractiveness, suggesting that using the hair gel will enhance these

qualities. The product’s name “WBM MenCare” and the tagline “The

Perfect Finishing Touch” further emphasize the idea of achieving a

polished and controlled look.

Social Judgment Theory

 Latitude of Acceptance

 A fan of the model

 Masculine Individual

 Hairtylist

 Product consumer

 Young/ young adults individuals between 15-35 years of age

Elements: The poster features a young, attractive Asian man with

styled hair, wearing a smart casual outfit (blue blazer and a grey shirt). He

holds a container of "Grips Hair Wax" in his hand, looking directly at the

viewer with a confident expression. The slogan is "Easy Style. Easy Wash."

Impact: The poster aims to appeal to a target audience of young men who

value confidence, style, and convenience. The model's appearance, the sleek
product design, and the straightforward slogan reinforce these positive

connotations, expanding the latitude of acceptance for men who desire a

quick and easy way to achieve a stylish look

 Latitude of Rejection

 An individual who feels uncomfortable while using the

product.

 An individual who doesn’t like to have a flaky hair.

 Elements: The poster avoids elements that might trigger rejection,

such as overly aggressive or exaggerated imagery. The overall tone is

confident but approachable, aiming to avoid alienating potential

customers.

 Impact: The poster's tone and visuals are carefully chosen to avoid

alienating those who might not identify with a more "macho" image.

This helps minimize the latitude of rejection and appeal to a broader

audience.

 Latitude of Non-Commitment

❖ Not user of the products

❖ Feminine individuals

❖ Long haired
 Elements: The poster focuses on the specific benefits of the product

(easy styling, easy wash) rather than making broader claims about

personality or lifestyle.

 Impact: This focus on practical benefits minimizes the

potential for non-commitment. It appeals to men who are

primarily interested in the product's functionality rather

than its broader social implications.

Semiotic elements and social judgment theory principles to create a

positive association with the product. The image of a confident, stylish man

using the hair gel reinforces the desired outcome of using the product, while

the tagline and overall tone appeal to a broad audience of men seeking a

reliable and stylish hair styling solution.

Conclusion

This research considers the signs and symbols of two advertisement posters

in an endeavor to explore how such components create meaning and affect the

audience interpretation, drawing upon the SJT in determining the components

that affect a person’s latitudes of acceptance, rejection, and non-commitment,

comprehension of how people comprehend and accept entities, making an

assumption of how a person will make a decision and/or select a new idea

through the observation of one’s social standing, age generation, races, beliefs

and other points of views. It recognizes the limitation that exists through the

poster media, primarily in information depth and perception by the target

audience. The aim is to contribute towards the knowledge bank with an

assessment of the semiotic components within posters and the resultant effect it

has on judgment by the audience, therefore, looking at visual strategy within a

poster to analyze how elements create meaning, which could provoke particular

connotations and the resultant effects on audience reception and acceptance of the

message. This study will show how visual communication’s ability to influence

attitudes and behaviors impacts the success of promotional campaigns.

References

Social judgement theory Michael E Doherty, Elke M Kurz Thinking &

Reasoning 2 (2-3), 109-140, 1996

Semiotic analysis Arthur Asa Berger

Media analysis techniques 3 (3), 198-213, 2004

Semiotic approach to analysis of advertising Martin Solik

European Journal of Science and Theology 10 (1), 207-217, 2014

 A Lytvynenko, Olha Zavіalova, Mariya Kalashnyk,

Natalia Varadi, Olena Enska Amazonia Investiga, 2022

Dragan Ilic, Nicholas Rowe

Health Information & Libraries Journal 30 (1), 4-12, 2013

Semiotic approach to analysis of advertising

Martin Solik European Journal of Science and Theology 10 (1), 207

217, 2014

The Art of Promotion: The Effect of Dynamic and Realistic imagery in

Promotional Posters for Performing Arts Performances WD Stoter

University of Twente, 2023

The poster presentation is a commonly used format for communicating

information within the academic and public health fields. (University of Twente,

2023)The Art of Promotion The Effect of Dynamic and Realistic imagery in

Promotional Posters for Performances