PERSUASION AND PROPAGANDA TECHNIQUES IN DEPICTING TOBACCO PRODUCTS AS HUMANITY'S ENEMY: A SOCIAL SEMIOTIC ANALYSIS

Social semiotics is developed in response to the need to understand how meaning is created, communicated, and interpreted within social and cultural contexts.In such a case, Kress and van Leeuwen's (2006) aim is to give the reader a clear set of analytical tools for conducting a social semiotic analysis.The principal concern of the current study is to discuss propaganda as a powerful technique designed to influence public perception and behavior.Propaganda often employs bold imagery, striking colors, and persuasive slogans to convey specific messages.More specifically, this study seeks to portray tobacco products as humanity's enemy.It examines how propaganda can be used to convince society to stop using tobacco due to its harmful effects on physical and mental health.Therefore, this study addresses the following questions: (1) What are the main tools of social semiotics utilized in propaganda posters to depict tobacco as humanity's enemy?(2) What role does typography play in visual communication?(3) How does color contribute to the structure and emphasis of the message?