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

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

3. 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

4. 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

5. 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

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

8. 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.

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