Abstract
Most of the current researches on analyzing public service advertisings (PSA) about food waste into compost is concentrated on the interconnection between environmental, economic, and social aspects. This study has considered the semiotic analysis of the selected PSA through Barthes’ The Five Codes theory. Using the semiotic framework, the paper explains the messages of the PSA “I Compost Food Waste” and describes how this advertising provides insight into design innovation. The findings have shown that the PSA combined with the semiotics is capable of raising people’s awareness about food waste into compost.
Highlights
Humans have close relationships with food because it is a primary survival need
The society should rethink the amount of energy and natural resources involved in food production, consumption, and disposal
This study focuses on food waste and analyses the public service advertising about food waste into compost
Summary
Humans have close relationships with food because it is a primary survival need. But not many people have a concern about how food gets to the dining table. The society should rethink the amount of energy and natural resources involved in food production, consumption, and disposal. Food production has increased greatly synchronously with the world population growth. This significant change is labeled as a challenge for the environment which dramatically contributes to greenhouse gas emission through deforestation since more and more forestlands become agricultural (Lambin & Meyfroidt, 2011). Degradation of food waste in landfills leads to greenhouse gas emissions, i.e. methane and carbon dioxide. Wasted food relates to depletion of natural resources involved in food production and distribution processes like water, soil, fossil fuels (Morone, 2016). The problem of waste disposal problem and related resources' depletion might be solved together by implementing a green chemical technology (Luque & Clark, 2013)
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