Semiotic Analysis: Summer At The Cape Of Good Hope

In the following essay, I will do a complete semiotic analysis of two Victorian-era posters/images. Going through both denotative and connotative meanings, as well as linking them back to old Victorian period values. The Victorian Era occurred from 1837 to 1901 and was a time when the British Empire was the most powerful nation in the world. It was also a time when the middle class rose significantly and upper class was not just a hereditary lifestyle anymore (The Victorian Era – 1837-1901 [sa]).

First, we will take a look at the Summer At The Cape Of Good Hope, Afternoon Tea On The Stoep (see Figure 1) painting. The first thing to be physically noticed within the painting is the fact that everyone within the image is dressed smartly and fancy,

As the saying goes; “the sun never sets on Britain”, so this was intentionally painted to show further national pride and how triumphant Britain really was during this period. Going back to attire, one would notice that three of the women in the image are wearing black. This was a classical signifier of women in mourning during the Victorian era – specifically because Queen Victoria did the exact thing when she mourned for her passed husband. This can be seen as a link to family and or personal character. Next, we can see that some of the men in the background are all standing very straight. This was common during the Victorian period as men were supposed to be seen as very manly and have good posture, hence the men standing with a high head and affirmative stance. This can be linked to class, gender and even personal

The Queen is seen as a well respected woman and kind, helping the rest of the world and having no impurities or flaws. This can be linked back to national pride once more. Looking in the top-middle portion of the advertisement, we see text saying; “England’s Gift, A Blessing To All”. Obviously, another sense of national pride as well as class portrayed. It can also be seen as a link to education, as this stove was a technological advancement for England, as well as the rest of the world. In the bottom left of the advertisement, we can also see an illustration of a lady cooking on one of the stoves. Once again, another classical representation of women during the Victorian era and what they were seen to be there for: a stay-at-home, cleaning and cooking wife. A clear link back to the value of Gender.

To conclude Figure 1, it is easily seen that Victorian values were definitely portrayed and used during the time. There is a distinct difference between the upper/middle class and the working class of the time as well as the clear representation of white people being racially superior to the black slaves. With regards to Figure 2, this is a clear example of imperialism through means of advertising. The British Empire is portrayed as superior with their technological advancements,