The caption used by Makkal Osai is " If the person repent his mistakes , heaven awaits him". It is originally aim to quote Christ saying and potray the wisedom of Christ. As Walsh (2006) said, a picture can evoke possible senarios and reader could respond to it imaginatively or effectively. For Christian reader, Jesus is a holy figure for them. Such images would offend the Christian as it is a defamation of their holy figure. However, the non-Christian would take it as humour as the message is brought up in a creative way.
In a nutshell, the creatively made work has failed in their design. This is because the imagery used does not entertain the audience but offend them instead. As Shriver (1997) says "document designer who misunderstand their audience and their frame of reference can create document that evoke confusion, and in some cases even anger". Therefore , a document designer has to be careful when selecting imagery as a medium of message.
P.S Note that the imagery used for explainatory purposes, no insult are intended.
Reference
Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Publication, New York.
Walsh, M 2006, ‘The ‘textual shift’: Examining the reading process with print, visual and multimodal text’, Australian Journal of Language and Literacy, vol. 29, no. 1, pp. 24-37.
The Star 2007, Makkal Osai Suspended, Viewed 7 June 2009
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