1. John Keenan John.keenan@newman.ac.uk
Media Lessons
John Keenan

11. Sign Rules
All signs have connotations
Connotations transfer

12. Signs and Connotations
temptation
Teacher’s pet
Clean teeth
healthy
food

14. A product can mean anything
Any product can have any connotations
Advertising gives products connotations

15. “we’re selling smoke. They drink the image not the product”
JWT CEO – For God, Country and Coca-Cola

17. Branding
bottle different
logo

18. Sex

19. America (freedom, youth, power)

20. Christmas (happy, holidays, giving)

21. sex
America
Christmas

22. https://youtu.be/ib-Qiyklq-Q

23. sex
America
Christmas
world harmony

24. The first time, the first kiss
Oh! what feeling is this?
Electricity flows
like the very first kiss
The first time, the first Coke
Oh! what feeling is this?
Electricity flows
like the very first kiss

25. sex
America
Christmas
World harmony
First kiss

26. https://youtu.be/oaH5LCK_M4A

28. Cola
Name favourites in order 1. 2. 3.
Name ones you would not drink
Name ingredients of cola 4. 5. 6. 7. 8.

29. For each cola give a mark out of 10 and guess which type it is.
Cola Test
For each cola give a mark out of 10 and guess which type it is.
Guess_____________ A B C D E
Guess_____________
Guess_____________
Guess_____________
Guess_____________

30. Find the signs in the adverts that Levi’s want you to connect to jeansEg
Steam (connotation – hot/sex)
Rocks (connotation – strength)
Levi’s Go Forth

31. Film narrative

33. Assignment
A WOMAN MEETS A MAN. SHE KILLS HIM AND LEAVES THE SCENE RAPIDLY. HER ACTIONS HAVE BEEN WITNESSED.

34. clothes
Character

35. balance
shape
form
space
lighting
colour
movement
tension
expression
proximity
distance
focus
angle
edit cuts

36. Camera Angle
Denotation Possible Connotation
Low Person/object has power
Straight Person/object is equal to audience
High Person/object is weak

37. Camera Distance
Denotation Possible Connotation
Long Shot Loneliness
Medium Shot Movement important
Close-up Emotions important
Extreme close-up Extreme emotion
Point-of-View Audience in mind of person

38. Camera Movement
Denotation Possible Connotation
Pan Objects - many; People - each important
Zoom Object is most important
Track Audience moving with person/object
Tilt Size of object/person important
Hand-Held Confusion, panic

39. Body Language
Denotation Connotation
Hands: Fist Anger
Eyes: to the side Untrustworthy
Mouth: smile Happy

40. Mise-en-scene

51. In groups
1. Camera operator
1. Female killer
1. Male victim
1 witness
All to decide on:
Why she killed him
How she killed him
Who witnessed