Connotation and Denotation Aims: To define these two key terms To use them to analyse examples of advertising

Simple Definitions: Denotation – what you can actually see in an image Connotation – the meaning of the things you can see

Denotation Union Jack in gold colours Slogan Faces appear confident, determined. Looking upwards Sponsors logos Famous athletes from different sports, walking towards edge of frame

Connotation Represents the gold medals the athletes want to win; also power and prestige Suggests a performance; the athletes will be putting on an entertaining show. Also refers to London, being the centre of attention Expressions suggest the will to win. Looking up suggests ambition – looking to the future, etc. Appearing next to famous athletes boosts the sponsors popularity Athletes are all from different ethnic backgrounds/genders – shows the inclusive attitude of the Olympics. Walking ahead to meet their goals

More key terms! In Media Studies the first thing we must do is look at what is in the image. This is called denotation. Then we must look at what the image actually means. This is called connotation. We can then say what the image signifies referring to the signs and symbols used, which is called semiotics

Analysing an image Look at the advert on the handout. In different colours, annotate for the denotation and connotation

The advert is dominated by bright and vivid reds The advert is dominated by bright and vivid reds. This colour signifies the coca cola brand, and also connotes excitement, happiness and passion. These are feelings that Coca Cola want to promote.

Using the notes you have created, write up a short essay, describing the denotation and connotation – no more than a page. Due Monday