Lesson Three pt 2

13th September 2016Media LanguageEncoding/ Decoding

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.

Task

Denotation Where? Connotation WhyThe 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?

Polysemic images• Denotation fixed• Connotation fluid– Images can have a

number ofinterpretations[polysemic]

– Connotationdependent on context (social, cultural etc.)

– Interpreted by audience– Guided by anchorage

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 wordscombine to anchor meaning

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?

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

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

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

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?

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)

End of Lesson Three