DENOTATION AND CONNOTATION Words and images in media texts can work on more than one level. You will come across the terms denotation and connotation throughout your course. They are important terms for you to understand.

DENOTATION is the straight forward or common- sense meaning of a sign DENOTATION is the straight forward or common- sense meaning of a sign. Literally what is actually shown in an image. A red rose is a flower – that is its straight forward meaning or denotation An apple is a fruit we eat- A lamb is a young sheep-

CONNOTATION is the extra, linked meaning that goes with any sign. The connotations of a sign will be much more personal than the straight forward denotation because they are to do with personal ideas and feelings about it. The connotations will not be the same for everybody.

Think about the rose… For romantics a red rose can be a symbol of love. In Lancashire it is a symbol for the county. It has even been a symbol for a political party. These are all connotations or extra layers of meaning that the image carries with it.

Think about the apple… It can be a symbol of health. It can have associated meanings of New York -“The Big Apple”. It can even have stand for sin. These are all connotations or extra layers of meaning that the image carries with it.

And the lamb… For some a lamb has linked or extra meanings to do with Wales.. For others it has religious meaning. It can even stand for a season- Spring . These are all connotations or extra layers of meaning that the image carries with it.

A two step content analysis of pictures. Denotation. Straightforward reading of what is in the picture. Connotation. The extra, linked meanings that go with the picture. 1 :- Sky. Sand. Girl. Boy. Donkey. 2:- Beach. Seaside. Holiday. Family holiday. Traditional British holiday. photo courtesy of photolibrary wales www.photolibrarywales.com)

Notice how other pictures can have different denotational suggestions but the same connotational suggestions. The connotations for all of these pictures is the same as the previous one- traditional,family holidays. The bright colours, blue skies and smiling faces have connotations of happiness. photos courtesy of photolibrary wales www.photolibrarywales.com)

A 2 step content analysis of these images would work in the same way. They both contain similar denotational features : large buildings, street and street lamps but the connotations of the pictures are the same – an inner city. photos courtesy of photolibrary wales www.photolibrarywales.com)

The connotations of these buildings is different from the previous two however because we associate these sky scrapers with America. Add two men wearing suits and carrying briefcases and we have extra connotations of a high powered, sophisticated glamorous and successful lifestyle

What are the connotations of these images?

and these… All very different denotations but similar connotations of countryside. photos courtesy of photolibrary wales www.photolibrarywales.com)

Content analysis of perfume adverts. EXTENSION TASK: Content analysis of perfume adverts. For coursework and in your media exam you will have to analyse a media text and show that you understand the links an audience makes between what is in the text –its denotation – and the extra meanings that are linked to it- the connotations. Find a perfume advert from a magazine: Consider the connotations of everything included in the advert. As well as looking at the main images don’t forget connotational suggestions of: Colour, Expressions, Language, and sometimes the use of celebrities... What idea is connoted about this perfume? Is it represented as being Floral? Oriental? Sexy? Young? French? Romantic? Natural? etc. Who does it appeal to?