The “come clean” page is a good example for a website which uses multimodality to generate a meaning. As Gunther Kress and Theo Van Leeuwen stress in their book “Multimodal Discourse. The modes and media of contemporary communication”, “Modes are semiotic resources which allow the simultaneous realisation of discourses and types of (inter)action.” (p. 21) The “come clean” website offers two links “I’d like to come clean.” and beneath “I’d rather read other people’s confessions.” The focus in this analysis lies on the page that comes up when we click on the first link: “I’d like to come clean.”
The dominating color of the page is white. There is a thin grey square frame which has some margin to the top, sites and bottom and includes all the elements of the page. On the upper left hand corner are two soap bottles which have the shape of a drop. On the left is a red bottle and next to it is a white bottle up site down. They attract attention by fading in and out. Next to them on the right site are three light grey links which become light red by hovering: “shop”, “other people’s confessions” and “send to mom”. The main focus lies on the white circular sink in the middle of the frame which is seen from a bird’s perspective. To hands are reaching towards the sink from the bottom of the grey frame. On the right site of the sink is a red soap bottle like the ones on top of the page – underneath in light grey letters the words “enter your confession” and three lines of dots where you can enter your confession. Beneath them stand the words: “come clean” with a little icon of a drop next to it.
Furthermore the page uses the mode sound. We can hear the water coming out of the tap. Furthermore there is light music, maybe from a sitar in the background. In addition to these sounds a woman with an Indian accent is speaking to us . In addition to all these modes the website goes even further by being interactive. Once you have entered your confession and pressed enter the words appear in black letters on the left hand. Above the sink appear words like “Thinking of something clever to say…” Or just “thinking…” in light grey. A moment later the woman gives you some advice or a penance which are usually funny . Afterwards the words:
“Your hands are now clean.
Visit www.methodproducts.
method – people against dirty”
appear at the same place where you entered your confession before.
Chandler states: “We learn to read the world in terms of the codes and conventions which are dominant within the specific socio-cultural contexts and roles within which we are socialized.” (“Semiotics. The Basics”, p.155) The following will explain how the various modes like written text, text the user can enters, moving pictures, graphics and different sounds work together to generate meaning and discourse.
The slogan “method – people against dirty” is ambiguous. As Chandler points out: “Just like signifiers, signifieds are part of the sign-system; signifieds are socially constructed.” (“Semiotics. The Basics”, p.63) Dirty can signify a lot: not clean – needs to be washed; or toxic substances; or sinful behaviour. All these signifieds make sense in the context of the page and the product it advertises. The “method” soap can clean, is non-toxic and environmentally-friendly and users can confess their sins and come clean. The color white is dominant and connotates pureness and cleanliness. In this case the connotation is not only cleanliness of dirt, but purity of soul. Because the text written on the left hand are signifiying the sin and dirt, which both can be washed away with that particular soap. The light grey color of the different textual elements supports that meaning. It also matches the silver of the tap and the white soap in the upper left corner. The red color of the soap also reappears and matches the color of the text when it is hovered. Thus color-harmony and the recognition value play an important role. Furthermore red is the color of purity and integrity in India. As mentioned before the woman speaks with an Indian accent – a good example how two modes can work together to generate meaning.
The round shape of the sink matches the round shape of the bottles and the bottles match the drop icon. The bottles have the shape of a drop of soap or water – the shape of the object stands for its content: soap; or the substance you would mix it with: water. Again these two substances are associated with cleanliness. In addition the round shape connotates good or friendly like the non-toxic, environmentally-friendly cleaning products from method. The round sink gives the page a special look, because most of the conventional sinks are square and thus underlines the image of “method” as being special and different from the other soap products.
The sink with the floating water and the hands are seen from a bird’s perspective – exactly as one would see their own hands when standing in front of a sink. In addition the hands are moving while washing of the confession. This way the user feels integrated in the situation, it seems more real and supports the interactive part of the page.
The music is only low in the background and sounds a little exotic and not easy recognizable, maybe like a sitar or temple music. Another sound is a rush, which signifies the floating water and thus makes the situation more “real”. The woman speaks with an Indian accent and addresses the user the whole time, for example with the word “you”. She gives him a tip or penance related to his confession, so the user has kind of a meaningful interaction with her. She can be seen as a narrator that guides and entertains the user. Furthermore the combination of her accent and the music create sound wise the spiritual atmosphere of a temple, and can thus be associated with catharsis.
The “pure” and “clean” design of the “come clean” page reflects the principle of the company. The page presents different values in various modes which each have a meaning themselves but generate an even broader meaning by working perfectly well and logically together. The come clean web side makes memorable and fun use of the different modes. They make the visit exciting and people feel the need to use the “send to mom” button on top of the page to share their confessing experience. An email form with the subject: “I saw what you did” and the content: “Here’s your chance to come clean. http://www.comeclean.com” comes up. Thus the designers of the page chose a pleasant way for making successful promotion. First “method” helps people to come clean and then it prevents its customers from committing ecologically sins by using toxic free “method” soap.
Usually sins are confessed to a priest in a church. Here you have the opportunity to confess in the Internet meaning at every possible place that has an Internet connection, maybe whilst checking facebook. Confessing of the 21st century? Coming clean by using fictional online soap? How convenient!
Sources:
- Daniel Chandler: “Semiotics. The Basics”
- Anne Cranny-Francis: “Multimedia”
- Gunther Kress and Theo Van Leeuwen: “Multimodal Discourse. The modes and media of contemporary communication”
