Lesson 3 pt 2

1. Lesson Three pt 2
13th
September 2016
Media Language
Encoding/ Decoding

2. Connect the Learning
• What does denotation mean?
– What is another word for denotation?
• What does connotation mean?
– What is another word for connotation?
– Think of a denotation which might have at least
two different connotations.

3. Task
Denotation Where? Connotation Why
The colour blue Sky; car; sign Cool Suggests water cool and
thus refreshing
The colour pink Slogan; shirts;
flowers
Non-threatening;
feminine
Suggests audience? Not
too serious?
Brand colour?

4. Polysemic images
• Denotation fixed
• Connotation fluid
– Images can have a
number of
interpretations
[polysemic]
– Connotation
dependent on context (social, cultural etc.)
– Interpreted by audience
– Guided by anchorage

5. Anchorage
• Text/ speech which explains
what is happening
– Focuses/ fixes signification/ connotation
(like a ship’s anchor)
• For print adverts, words anchor
meaning for audience
– Limit interpretation
– Guide understanding
• For TV adverts, voice and words
combine to anchor meaning

7. Task
• Advert from Easy Living mag
‘real life’ fashion, home & food)
– Who is it aimed at?
– What is it for?
– What do you notice?
• What is denoted?
• What do you connote?
– How does the anchorage guide you?

9. Denotation
• Advert for a washing tablet
– No tablets or images of washing clothes in main picture
• Features a man and child
– Traditionally, woman associated with childcare
– Image runs counter to gender stereotype
– Man/ child relaxed, protective, casual, seemingly unaware of camera –
spontaneous?
– An affectionate image in a natural context
• What associations does this have?
• Predominant colours blue
– Why has this colour been used?
• What is not in the advert?
– No women/ girls

10. Connotation
• Consider the narrative
– What happens before and after?
• Consider the representation
– Happy and well cared-for
• The connotation
– Wife/ mother has made this possible
– Laundry skills and good sense have provided
contentment
– A happy ending thanks to Ariel

11. A riddle
• “Soft” typeface –
connotes cotton, clouds, balloons
• Can we answer this question?
– Meaning of “touch”? Choice of words?
• Significance of denotation
– Brand name/ product description etc.
• Choice of “hard” typeface/ technical details

12. Putting it together
• Nothing included by chance
– Costs significant amounts of money to publish
(around £20000+)
– Photos carefully staged and shot
– Words carefully chosen and arranged
– Relationship between image/ text
• Connotations of happiness, love, contentment
• The woman’s role in this
• Designed to play upon hidden desire
– Are we conscious of this?

13. Task
• Choose print advert of your choice
(from last 20 years)
• Describe
– Denotation (what is there)
– Connotation (what it means)
• Make sure to mention anchorage
• Analyse
– Why has the producer done this?
• Who is the audience?
• How is the message being communicated?
– Deadline next Wednesday(21/09)

14. End of Lesson Three