Denotation refers to the literal or direct meaning of a sign or image. Connotation refers to the implied or associated cultural and personal meanings beyond the literal denotation. An image of a red rose has a denotation of a flower but connotations of love, romance, or a particular region. Images and signs can have multiple connotations that differ between individuals and cultures. Media analysis involves identifying both the denotation (what is literally depicted) and connotations (implied meanings) of images and signs.

1. 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.

2. 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-

3. 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.

4. 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.

5. 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.

6. 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.

7. 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)

8. 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)

9. 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)

10. 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

11. What are the connotations of these images?

12. and these…
All very different
denotations but similar
connotations of countryside.
photos courtesy of photolibrary wales www.photolibrarywales.com)

13. 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 don’t 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?