This document discusses key concepts in media language analysis including signs, signifiers, signifieds, denotation, connotation, and anchorage. It provides examples and tasks for students to practice analyzing logos, images, and advertisements using these concepts. Signs in media have signifiers (what the actual sign is) and signifieds (what is meant by the sign). Denotation is describing what is literally seen, while connotation involves inferring meanings and significance. Anchorage provides context that can guide interpretation of images and limit possible meanings.

1. Using Media Language:
-Semiotics
-Denotation
-Connotation
-Anchorage

2. Signs
 In Media there is an assumption that meaning is
created through the interpretation of different
element within a text. One important element is that
of the Sign. Signs can be visual, aural or a
combination of both.
 Signs are made up of 2 elements.
 The Signifier and The Signified

3. The Signifier
 What the actual sign itself is

4. The Signified
 What is meant by the sign.

5. Signifier

6. Signified
 What this colour might mean can depend on which
context you put it in and how your culture may have
been taught to interpret the sign.
 Some example may include…

7. This…

8. Task One.
 Use the information learnt on the previous slides to
discover the meaning of the logo’s
 Describe the signifier and the signified

9. Task Two.
 What might this signify?
 What are the signifiers?
 What signs are
Significant?
 What signs are
Redundant?

10. Denotation and Connotation
 Denotation: What do you see in the text? What are the
signs?
 Connotation: What do the signs mean? What do they
signify?

11. Task Two.

12. Anchorage
 Images are polysemic- they are open to interpretation
 They are often anchored to give meaning
 With no anchorage they are open to interpretation by
the reader you will often use connotation to come to a
conclusion.
 Once the image is anchored the possible
interpretations may be limited.

14. Task Three.
 Use denotation to describe what you see in the picture.
 Use connotation to describe what you think may be
happening.

15. Task Three
 This image accompanies a newspaper article titled:
Mob’s Brief Rule.
 The newspaper anchored the image along with the
headline and image to gain a preferred reading of the
situation that occurred.
 Read the Eye Witness account of the image, can you
see how anchorage leads us to connotations?

16. Anchorage
 Although an image may be anchored through such
devices as text, there is still individual interpretation
which may differ to what the produces intended.

17. Task Four.
 Anchor the meaning of
this image as an
advertisement for a
product or service
through the addition of
text.
 Anchor the meaning as
an advert for a film
through the addition of
text.

18. Homework
 Using the 4 key media concepts that we learnt last
lesson, analyse you own media text ready for next
lesson.