Peter Balega
COMM 708
Fall 2008
Semiotics and SEALS
I have selected an advertisement out of the print media used for recruiting purposes on behalf of the United States Navy SEALs. This is a branch of the Navy that specializes in special operations in the areas of reconnaissance, special operations, and counterterrorism. The acronym SEALs is a derivative of Sea, Air, and Land; indicating that this unit is capable of direct action through unconventional means anywhere in the world.
This particular piece of advertising relies strongly on denotative aspects to achieve its communicative goals. For example there are three message lines in this piece and the one in the largest font with white lettering set against a black background is”navy.com/seals.” The reader's eye is drawn to the provider of this message and its effectiveness is based on a basic knowledge of the Navy's SEAL operations. Therefore, the message provider is betting that the audience of this magazine will understand that the signifier “SEALs” generates the signified meaning of a unique Special Forces branch within the United States military capable of operating in any location, in any circumstance, under any conditions.
The first line of text denotes the names of these supposed eight special operations soldiers who are “pictured from left to right.” Their rank is also associated with each SEAL so to further personalize the authenticity of their presence in this photograph. Therefore these two printed lines denote the participants in this advertisement. Yet further, if one looks at the names, in addition to the traditional “Americanized” names such as Mark Simon, the reader notes the inclusion of Mark DiPietro and Sergio Rodriguez which also denotes the inclusion of multiple ethnicities within these special operations units.
The final line of text denotes the question “do you have what it takes?” The stringing together of these linguistic symbols of the English language serves to challenge the reader to challenge oneself. It should also be noted that this particular line of text also connotes the concept of camouflage. The font is presented in a gray scale set against a black backdrop. As such, the words and their message begin to fade into the background, much as the SEALs themselves.
Understanding the denotative qualities of the text gives the reader a frame of reference from which to draw out the connotative meanings of this advertisement. But first there is one more denotative stop, and that is the picture itself. Without any text, this photograph would simply denote a green, moss covered, Cypress swamp, such as could be found in many regions in the South, and such as would be photographed by any intrepid nature photographer. One could envision this photo in National Geographic or included in any number of calendars extolling environmental awareness.
When this text is set against the serenity of the naturalist’s photograph, then additional connotative meanings arise, the primary of which is that one simply cannot spot any of the eight SEALs. Try as I might, peering over and over this picture with a magnifying glass, I simply could not locate even one SEAL. This began to take on a “Where's Waldo?” quality, and in the back of my mind I wondered if Waldo was really there. This then delivers the message that this unit has an uncanny ability for camouflage. But this goes deeper than merely hiding; the message here is of an ability to blend seamlessly into the background, into the nature of an environment, and disappear as may be necessary given the circumstances.
An additional connotative message is one of capability. Here the advertisement defies the reader, an individual with supposedly normal senses, to identify the SEALs while in their element. It can't be done. If the reader was able to identify even one individual then the unit's ability to function would be compromised and their expertise called into question. This is a game the reader will not win. They are better than the reader unless the reader chooses to join the team.
An additional connotative message has to do with the unforgiving nature of the swamp. This is an environment in which most individuals will not venture. It is inhospitable, dominated by insects and reptiles, and yet this advertisement tells us that the SEALs are there. The message is that this unit can effectively operate anywhere, under any manner of daunting conditions, that they are not limited by the terrain. Indeed, they will go anywhere be it sea, air, or land, or any mixture of the three; Earth holds no bounds for the SEALs.
A further connotative message is that of stealth. The photograph indicates no apparent breeze. The water is flat calm. Therefore the presence of this unit disturbs nothing. The reader is left with the impression that this unit can go anywhere under any conditions without disturbing their surroundings. As such they are capable of operating with complete surprise.
An additional connotative message is that of deadly efficiency. When one takes into account the multiple connotative messages that all signify a high level of capability with respect to any of these noted aspects, those multiple efficiencies taken as a whole connote their strike force capability.
Further, the fact that this highly trained group of specialists would endure these hardships connotes a message of sacrifice. The reader is able to leaf through the magazine in the comfort of home while these faceless individuals deal with the discomfort of a swamp. And it is their willingness to do so, that provides one with the security to be able to quietly browse through that same magazine.
This is an effective advertisement for several reasons. It challenges the reader to locate the SEAL unit, and then challenges the reader to consider joining the unit. Through multiple denotative and connotative messages the advertisement continues to emphasize the unique set of capabilities possessed by this team and in different ways juxtapose those characteristics with that of the reader.
Finally, the reader is mindful that this is a US military unit given its attachment to the United States Navy. The result is an additional connotative message of thankfulness. This is due to the combination of the above identified messages when joined with the nation of origin, and the fact that this was in a US-based magazine. This serves to assure the reader that there is a unit willing to travel anywhere and suffer any risk so as to protect US citizens. Therefore the message of thankfulness or gratefulness again compels the reader to place his or herself in that same Cypress swamp.
The culture of the time is such that threats of terrorism, both foreign and domestic are never far from one's mind. This advertisement speaks to the concept of security and draws the reader in to the world of those who are engaged in those battles, wherever they might occur.
Therefore this advertisement is effective on many levels. It describes a particular Special Forces unit as a multiethnic group that is able to achieve a high level of capability among different skills. The purpose of developing those skills is to serve a higher purpose and to serve the reader. The reader is challenged to locate the individuals, and is challenged to consider joining the SEALs. Finally, in these dangerous times the reader is reminded to be grateful that there are those willing to withstand hardships in the name of a greater purpose.
COMM 708
Fall 2008
Semiotics and SEALS
I have selected an advertisement out of the print media used for recruiting purposes on behalf of the United States Navy SEALs. This is a branch of the Navy that specializes in special operations in the areas of reconnaissance, special operations, and counterterrorism. The acronym SEALs is a derivative of Sea, Air, and Land; indicating that this unit is capable of direct action through unconventional means anywhere in the world.
This particular piece of advertising relies strongly on denotative aspects to achieve its communicative goals. For example there are three message lines in this piece and the one in the largest font with white lettering set against a black background is”navy.com/seals.” The reader's eye is drawn to the provider of this message and its effectiveness is based on a basic knowledge of the Navy's SEAL operations. Therefore, the message provider is betting that the audience of this magazine will understand that the signifier “SEALs” generates the signified meaning of a unique Special Forces branch within the United States military capable of operating in any location, in any circumstance, under any conditions.
The first line of text denotes the names of these supposed eight special operations soldiers who are “pictured from left to right.” Their rank is also associated with each SEAL so to further personalize the authenticity of their presence in this photograph. Therefore these two printed lines denote the participants in this advertisement. Yet further, if one looks at the names, in addition to the traditional “Americanized” names such as Mark Simon, the reader notes the inclusion of Mark DiPietro and Sergio Rodriguez which also denotes the inclusion of multiple ethnicities within these special operations units.
The final line of text denotes the question “do you have what it takes?” The stringing together of these linguistic symbols of the English language serves to challenge the reader to challenge oneself. It should also be noted that this particular line of text also connotes the concept of camouflage. The font is presented in a gray scale set against a black backdrop. As such, the words and their message begin to fade into the background, much as the SEALs themselves.
Understanding the denotative qualities of the text gives the reader a frame of reference from which to draw out the connotative meanings of this advertisement. But first there is one more denotative stop, and that is the picture itself. Without any text, this photograph would simply denote a green, moss covered, Cypress swamp, such as could be found in many regions in the South, and such as would be photographed by any intrepid nature photographer. One could envision this photo in National Geographic or included in any number of calendars extolling environmental awareness.
When this text is set against the serenity of the naturalist’s photograph, then additional connotative meanings arise, the primary of which is that one simply cannot spot any of the eight SEALs. Try as I might, peering over and over this picture with a magnifying glass, I simply could not locate even one SEAL. This began to take on a “Where's Waldo?” quality, and in the back of my mind I wondered if Waldo was really there. This then delivers the message that this unit has an uncanny ability for camouflage. But this goes deeper than merely hiding; the message here is of an ability to blend seamlessly into the background, into the nature of an environment, and disappear as may be necessary given the circumstances.
An additional connotative message is one of capability. Here the advertisement defies the reader, an individual with supposedly normal senses, to identify the SEALs while in their element. It can't be done. If the reader was able to identify even one individual then the unit's ability to function would be compromised and their expertise called into question. This is a game the reader will not win. They are better than the reader unless the reader chooses to join the team.
An additional connotative message has to do with the unforgiving nature of the swamp. This is an environment in which most individuals will not venture. It is inhospitable, dominated by insects and reptiles, and yet this advertisement tells us that the SEALs are there. The message is that this unit can effectively operate anywhere, under any manner of daunting conditions, that they are not limited by the terrain. Indeed, they will go anywhere be it sea, air, or land, or any mixture of the three; Earth holds no bounds for the SEALs.
A further connotative message is that of stealth. The photograph indicates no apparent breeze. The water is flat calm. Therefore the presence of this unit disturbs nothing. The reader is left with the impression that this unit can go anywhere under any conditions without disturbing their surroundings. As such they are capable of operating with complete surprise.
An additional connotative message is that of deadly efficiency. When one takes into account the multiple connotative messages that all signify a high level of capability with respect to any of these noted aspects, those multiple efficiencies taken as a whole connote their strike force capability.
Further, the fact that this highly trained group of specialists would endure these hardships connotes a message of sacrifice. The reader is able to leaf through the magazine in the comfort of home while these faceless individuals deal with the discomfort of a swamp. And it is their willingness to do so, that provides one with the security to be able to quietly browse through that same magazine.
This is an effective advertisement for several reasons. It challenges the reader to locate the SEAL unit, and then challenges the reader to consider joining the unit. Through multiple denotative and connotative messages the advertisement continues to emphasize the unique set of capabilities possessed by this team and in different ways juxtapose those characteristics with that of the reader.
Finally, the reader is mindful that this is a US military unit given its attachment to the United States Navy. The result is an additional connotative message of thankfulness. This is due to the combination of the above identified messages when joined with the nation of origin, and the fact that this was in a US-based magazine. This serves to assure the reader that there is a unit willing to travel anywhere and suffer any risk so as to protect US citizens. Therefore the message of thankfulness or gratefulness again compels the reader to place his or herself in that same Cypress swamp.
The culture of the time is such that threats of terrorism, both foreign and domestic are never far from one's mind. This advertisement speaks to the concept of security and draws the reader in to the world of those who are engaged in those battles, wherever they might occur.
Therefore this advertisement is effective on many levels. It describes a particular Special Forces unit as a multiethnic group that is able to achieve a high level of capability among different skills. The purpose of developing those skills is to serve a higher purpose and to serve the reader. The reader is challenged to locate the individuals, and is challenged to consider joining the SEALs. Finally, in these dangerous times the reader is reminded to be grateful that there are those willing to withstand hardships in the name of a greater purpose.
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