Semiotics
Semiotics means 'the study of signs' more preciously visual signs.
In this Photography, they are different signs like the skull who is smoking showing the death, but also all the different packs of cigarettes are signs in the final photography.
In Art in general, as if its for artworks or photographies each person interprets the work as their own signs but every details has a rules.
http://www.aber.ac.uk/media/Documents/S4B/semiotic.html
Chris Jordan Photographic Arts
Skull with Cigarette, 2007 [based on a painting by Van Gogh] - 98X73
Depicts 200,000 packs of cigarettes, equal to the number of Americans who die from cigarette smoking every six months. (http://trendland.com/chris-jordan-photographic-arts/#)
c'est un signe composé de signifiant et signifié
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