“…It draws on both linguistics and social theory (Hestbaek Andersen, Boeriis, Maagerø, & Tønnesen, 2015, p. 98), and it has been used to analyze a range of diverse phenomena, from the ideological content of gendered shampoo bottles (Ledin & Machin, 2019) to the sound of fascist music (Machin & Richardson, 2012). However, the urban context configures less frequently in this tradition (for some exceptions, see Skrede, Hølleland, Risbøl, & Jerpåsen, 2018;Stojiljković & Ristić Trajković, 2018). A significant part of the analysis will include visual images, because of their prominence in this particular campaign, which was displayed on trams, buses, and underground trains in early 2018 in Oslo. Although social semiotics are uncommon in urban studies, other forms of visual analysis are frequently applied.…”