This document introduces semiotics, the study of signs and symbols, and key terms used in media analysis. It explains that a signifier is the visual sign or image, while the signified refers to its meaning and associations. Examples are given of common symbols like colors, images, and fonts and their signified meanings. The document teaches how to analyze images by identifying the denotative, or literal, level and connotative, or deeper implied, level. It also introduces the TEASA method for media analysis, considering the technique, effect, audience impact, symbolism, and alternative viewpoints.

2. • Read the denotative and connotative levels of
meaning within photographic images
• Use and understand the key terms used in the
analysis of media language
(Denotation, Connotation, Signifier & Signified)
LEARNING OUTCOMES

3. WHAT IS SEMIOTICS?
• The study of signs and symbols and
their use or interpretation.
• Looks at how meaning is made and
understood

4. KEY TERMS
• THE SIGNIFIER – The sign: a word, colour or
image (i.e. the colour BLUE)
• THE SIGNIFIED – The concept/
meaning/associations that the sign refers to
(i.e. BLUE is often associated with sadness or
the sea etc.)

5. SIGNIFIER & SIGNIFIED: EXAMPLES
• Signifier: Red rose with a green stem
• Signifies: a symbol of passion and love - this is what
the rose represents
• Signifier: Brown cross
• Signifies: a symbol of religion, or to be more
specific this is a symbol of Christianity
• Signifier: Red heart
• Signifies: a symbol of love and affection

6. SIGNIFIER:
Blonde Hair
Signifies:
Ideal Woman,
Innocence,
Looks ‘gold’
SIGNIFIER:
Perfume
Bottle
Signifies:
Looks Jewel-
like, Buried
Treasure
SIGNIFIER:
Jewellery
Signifies:
Extravagance,
Excess, Glamour,
Decadence
SIGNIFIER:
Word ‘Love’
Signifies:
Passion,
Excitement,
Lust
SIGNIFIER:
Colour Gold
Signifies:
Luxury, Riches,
Expense,
Success,
Shimmering
SIGNIFIER:
Font
Signifies:
Dior Logo,
Brand Name,
Designer

7. HOW TO READ THE SIGNS AND SIGNIFIERS WITHIN
PHOTOGRAPHIC IMAGES
• DENOTATIVE LEVEL: (Signifier)
What we actually see…
The surface meaning
• CONNOTATIVE LEVEL: (Signified)
What you associate with this image…
The deeper or hidden meanings and associations

8. Denotation: (What you see)
Connotation: (The meaning of
what you see)
Use denotation and connotation
to analyse this image.
Task

9. Denotation: (What you see)
Connotation: (The meaning of
what you see)
• Half naked, thin and bony girl in her
room looking into the mirror. In the
reflection there is a well proportioned
girl staring back
• Its about anorexia
• The girl is sickly thin but sees a
body she is not happy with every
time she looks in the mirror
• This suggest that she has low self
esteem

10. TEASA
T What is the technique?
E What is the effect?
A What is the effect on the audience?
S What else could it symbolise?
A Consider an alternative viewpoint.

11. T = What is the Technique?
E = What is the Effect?
A = What is the effect on the Audience?
S = What else could it Symbolise?
A = Consider an Alternative viewpoint.

13. WHAT HAVE YOU LEARNED?
• Semiotics as a method of analysis
• New terminology:
• Signifier = Denotation
• Signified = Connotation
• TEASA
Technique
Effect
Audience (effect on them)
Symbolism (Any thing else)
Alternative view points