In order to interpret this poster further, I will be looking at it through the semiotic lens. Semiotics is concerned with the study and interpretation of signs. According to Danesi, a sign is “something… that stands for something else” (Danesi, 4). In other words, semiotics studies things and the different meanings that those things connote. This poster has two dominant signs which I will be delving into: the sword and the blue coloring.
Dealing with the first sign, swords, as weapons, are always going to be a sign; they will always stand for something else, most notably violence. However, there is something special to mentioned about the Lich King’s sword, Frostmourne, in this poster. It has been plunged downward. Based on his body language, the fact that he appears to still be applying the force to drive the blade downward, it seems like this may have been something he did recently.
The only reason he would have thrust his sword downward, in the war-like setting that is World of Warcraft, is if he was in the heat of battle and he delivered a finishing blow. In other words, the Lich King’s posture with his sword signifies that he has just won a battle, which mirrors the opening of the expansion, where the Lich King has begun to conquer the world. Thus, the sword, in its current position, signifies victory for the Lich King, Arthas Menethil.
The blue color is slightly more nuanced than the sword. It affects not only Arthas himself, but the background, as well, giving the sense that blue is intended to be a pervading for the poster. Since the “Wrath of the Lich King” expansion added the icy continent of Northrend to the game map, the most obvious referent for the blue theme is that of ice. One step deeper, though, reveals that the ice also represents the entire winter season for Arthas. Furthermore, winter signifies loss.
Everything that ever went wrong for Arthas happened during the winter: he lost his horse, ironically named Invincible, in a tragic accident; he was forced to call off his engagement to Jaina Proudmoore due to his perceived immaturity; and he lost his childhood trainer, Muradin Bronzebeard, at the hands of Frostmourne. Blue itself can directly represent sorrow, as well, but for Arthas, this sorrow comes because of the loss that winter, represented by ice, brings with it. Therefore, the blue theme in the poster is used to signify ice, signifying winter, signifying sorrow.
Thus, from the signs featured in the poster, it can be found that Arthas Menethil, the sorrowful Lich King, has declared his victory over the world of Azeroth.
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