Everything is under "control"

Recently, I was in a friend's dorm room and noticed this poster on the wall. I had seen it before, but after talking about media semiotics in class on Wednesday, I viewed it in a much different light. After some light research, I learned that this advertisement was British propaganda during World War II. A sense of panic and worry undoubtedly surrounded the citizens of England during this time.

Jonathan Bignell writes that "every political view, even if it does not acknowledge the fact, is a representation of an existing state of affairs which implies that changes of certain kind, with a certain purpose, should be made" (25). We have also learned that advertisements almost always reflect the view of the Bourgeois, or those who are in power--be it political or socioeconomic power. This ad certainly reflects the views of the British government: Just keep thinking that everything will be alright and it will; In other words, "Don't worry, be happy." The apt placement of the British crown works to convey several different messages. This ad conveys a certain sense of British-ness, from the classic yellow color against the crisp white text to the auspicious location of the British crown at the top of the ad. The message in the ad, "Keep Calm and Carry On" was meant to give the British a sense of comfort--that the British crown would protect its citizens indefinitely. "Don't worry about it, it's all under control."

Bignell also argues that "the existing state of society...is most effective and convenient to maintain it by eliminating oppositional and alternative ways of thinking. The way that this is done is by making the current system of beliefs about society, the 'dominant ideology,' seem natural, common-sense and self-evident" (26). This propaganda advertisement definitely allows the average British citizen to think that maintaining calmness makes the most sense and is the most "self-evident" reaction. Carry on, British citizens...carry on.

Photo: http://www.swiss-miss.com/wp-content/uploads/legacy/photos/uncategorized/2008/03/05/kcmg.jpg

Quote: Jonathan Bignell, "Media Semiotics." Pages 25-26.