A model poses with L'Oreal Paris eye shadow palettes in gold, silver, and bronze colors. She wears a tasseled dress and gazes flirtatiously at the camera. The ad uses gold and black gradients with stars to connote success and glamour. It aims to make viewers want to buy the product to achieve the model's stylish and luxurious look.

1. Media Language

2. Key Concept -
Media Language
Media Language
• This is how things are put together to
make meaning. It will involve learning
lots of new terms and techniques.
• Examples include denotation,
connotation, genre, narrative, camera
shots, mise en scene, diegesis, design
and layout. Phew!

3. Using terminology - denotation and
connotation
Denotation is the word used to describe exactly what
you see in an image or phrase.
Connotation is the word used to describe what the word or
phrase suggests or implies.
This image denotes a
red petalled flower
with green leaves and
a thorny stem.
This image connotes
England, love, or the
romance of St
Valentine’s Day

4. Denotations & Connotations
• Denotation means what is
literally in the picture. In
the picture there are three
horses and three riders on
a park trail with a dog.
• Connotations - means
different interpretations
suggested by the text,
often associated with
values, meanings and
ideology.
• What connotations can
you provide?

5. Denotations & Connotations
• Connotations - The
image of riders in the
park could suggest
happy people
enjoying a leisure
activity. The values
could suggest to
most audiences
aspects of pleasure;
others might see
aspects of privilege.

6. Denotations & Connotations
• Denotations:
• Connotations:

7. Denotations & Connotations
• Slightly trickier, what are the
values and ideology suggested
by this picture?
• They might suggest that a very
wealthy person can afford to
drive his very expensive
Ferrari for fun on a rally.
• Some people could add a
further connotation that this
picture suggests we live in an
unequal society. Decide which
are the dominant images used
in the text, what they mean,
and what is their relevance to
the major themes of the story.

8. Design and Layout
Look at the following advert, think about the way it has been put
together. Analyse the impact of the use of mise en scene
(things placed in the scene such as colours, costumes, lighting,
the background, props). Also look at the size and the position
of the central image and the text. What about the brand and
the product? Which fonts have been used and why?
Fill in the gaps for each label. Remember to write about what
you can literally see (denotation), and what the image or
language suggests (connotation).

9. The colour gold suggests wealth, the
connotations of gold are also being first place
winner.
L’oreal Paris, suggest luxury and quality. Including the accents on the ‘E’ adds to the importance of this
Product Placement:
The product is placed on the bottom left hand side
of the page. The gold palette sits at the foreground,
whilst the silver and bronze sit in the background.
Connotations: The way the eye shadow palettes are
displayed connects with competition / olympics since
the winner line up is often Gold, Silver and Bronze.
The model wears a bronze/ gold tassle dress.
Connotations: The colour of her clothing
suggests she is successful, the small stars /
sprinkles connote further that she is a star.
Star appeal:
Connotations: The inclusion of the model’s name
suggest she is of importance, and is a celebrity
name, the audience is expected to recognise her.
The use of a star enables the potential audience
to want to buy into the product, if they aspire to
be like her.
Noel 2009 connotes that the
product may have won some kind
of award, or being recognised
within in the industry this suggests
it is highly regarded.
Body Language: The model has one hand
placed on her leg. Leaning forward.
Her leaning forward, and hand placed on her leg
displays a flirtatious look. Although the product
is targeted at females, her body language suggests
that men will want to gaze at her also.
Facial expression:
Her eyes are slightly closed, and her lips are parted
open.
This could suggests that she is being flirtatious, it
connotates sexuality.
Mise en scene:
Golden / Black graduated
background.
The golden to black graduated
background could suggest dusk, a
out of this world experience. The
use of the sprinkle fit into the fact
that it is an eye shadow product,
and will leave a glistening effect.
Font: Silver & Gold is
placed in a serif font, the
‘&’ sign using more
feminine font which will
appeal to the target
audience.
Target audience: 15 - 30 years old.
Connotations: The use of Beyonce Knowles, and
iconic pop star will mean she will appeal to a wide
audience. L’Oreal is a high street brand make up,
which also suggest it is aimed at the average
working class women/
The audience that recognise the
brand will also be aware that they
produce hair colour products also.
On the left hand side, it appears to
be another model who may be
marketing one of the other
colours.

10. The main image
Denotation
Connotation
The mise en scene -
colour and lighting
Denotation
Connotation
The mise en scene -
costume
Denotation
The product
placement
Denotation
Connotation
The mise en scene - background scenery
Denotation
Connotation