DENOTATION AND CONNOTATION

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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.
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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-
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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.
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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.
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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.

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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.
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A two step content analysis of pictures.

1. Denotation. Straightforward reading of what is in
   the picture.
2. 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)
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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)
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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)
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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
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What are the connotations of these images?
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and these
All very different denotations but similar
connotations of countryside.
photos courtesy of photolibrary wales
www.photolibrarywales.com)
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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 dont 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?