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 literal, dictionary meaning of a word. 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 meanings or feelings we attach to words because of the way they are used in our culture Because we all have different backgrounds, connotations are not always the same for everybody.

Did you know that different colors CONNOTE different meanings things? Think about the rose… No flower is associated so much with LOVE as the rose. These are all connotations or extra layers of meaning that the word carries with it. Did you know that different colors CONNOTE different meanings things? purity friendship gratitude

Think about the apple… It can be a symbol of health. It often is associated with teachers. It’s also the nickname of a city: “The Big Apple.” It can even have stand for sin because of Adam and Eve. These are all connotations or extra layers of meaning that the image carries with it.

And the lamb… For many it has religious meaning: “The Lamb of God” It can even stand for a season: spring . It also symbolizes innocence: “like a lamb to the slaughter.”

Not what you expected? That’s because of CONNOTATION! A dog is named “Killer.” What do you think this dog will look like based on his name? Not what you expected? That’s because of CONNOTATION!

Sweetiepie

Now look at the worksheet I gave you. Work with your partner to complete chart using the worksheet.

Your Turn: Think up an original name for a product. You could name a car, makeup company, energy drink, gym, beauty salon, etc. Consider the connotation of the name you have chosen and what it implies. Write a paragraph of at least 5 sentences explaining why this name fits the type of product or company you are creating. Use the word “connotation” or “connote” at least once. Include at least one sentence describing a word that would NOT be a good choice for your product and why (remember Killer). EXTRA CREDIT: Create an image or logo for your product that matches the connotation.