Denotation and connotation

Understanding denotation and connotation is the starting point for all Media Studies analysis.

Remember the definitions:

Denotation: the literal meaning of something
E.g. A rose is a garden plant

Connotation: the suggestion behind this literal meaning (reading between the lines)
E.g .The rose suggests romance and love.

When writing media analysis, you need to consider the following questions:

Denotation: what do you see?

Connotation: what is suggested? What does it mean?

Analysis: what is the effect on the audience? How is this effect created?


Example: Skittles

Denotation: There is some text with colourful streams behind each letter set around a pack shot of the product itself. The background appears to be sky.

Connotation: The advert builds on the slogan for Skittles ‘Taste the rainbow’. The connotation of the colour suggests that Skittles are joyful, fun and will provide a positive experience for the audience. The colours are vibrant and the sky in the background creates connotations of flying – this suggests to the audience that this is an exciting product. 

Analysis: The advert helps the audience understand the product as the colours reflect the actual Skittles themselves. In addition, the text across the top of the advert (referring to a ‘punch in the mouth’) uses humour to connect with the audience and suggests the brand doesn’t take itself too seriously. This adds to the positive, happy brand values that are suggested by the construction of the advert.

Denotation & Connotation blog tasks: advert analysis

Create a new blogpost in your GCSE Media blog called 'Denotation and connotation'.

1) Write an analysis of the WaterAid advert above using denotation, connotation and analysis. What can you see? What are the deeper meanings in the advert? What does the advert communicate to the audience? How might an audience react after seeing the advert?

2) Now choose your own choice of advert from Google images. Save it to your documents, insert it into your blogpost and write an analysis using denotation and connotation, explaining what the advert is communicating to the audience.

Extension: Print advert research

Read this design blog on some of the best print adverts of all time. Choose one advert that you feel is particularly powerful in terms of its use of connotations and analyse why it is so successful

Finish this for homework if you don't complete it in the lesson - due date on Google Classroom.

Welcome to GCSE Media!

Welcome to GCSE Media Studies - we have a brilliant two-year journey ahead of us and can't wait to get started! 

Over the next two years you will create some amazing production work, learn a huge amount about analysing the media and end up with an excellent GCSE grade. All you need to do is work hard and be creative! 

Your first job is to start your GCSE Media blog and sign up to Google Classroom. 

You can find step-by-step text instructions to starting your blog here. 

Once you have your blog URL, email it to your teacher. The URL is the address on the browser that ends with .blogspot.co.uk or similar. For example:

Mr Pall's blog: http://mediamacguffingcse.blogspot.co.uk/ 

IMPORTANT: It is absolutely essential you remember your log-in details for this blog - it is your Media work book for next two years. The easiest way to do this is to use your school Google account to create your blog on blogger.com. 

First blog task

When you have set up your blog, it's time for your first blog post! Click on 'New Post' and put the title as 'First 10 questions'. You need to answer the following questions (detailed answers in full sentences please) as your first post:

1) Which part of the course are you looking forward to most?

2) What knowledge and skills do you hope to learn in Media?

3) What grade are you realistically hoping to achieve in Media (5-9)?

4) What was the last TV programme or film you watched?

5) Why do you think that TV programme or film appealed to an audience? Why would an audience like it?

6) What technology have you used to access the media in the last 24 hours? (Radio, TV, phone etc.)

7) What device do you use most to access the media? 

8) What is your average 'screen time' (or equivalent) on your phone each day. Is this about right, too little or too much? Why? 

Now watch this clip from acclaimed BBC drama series Doctor Who:

9) Why was the casting of Jodie Whittaker a significant moment in the history of Doctor Who?

10) What aspects of this scene do you think an audience might enjoy? List at least three things and explain why the audience would enjoy each aspect. 

Extension question: What can you spot in Doctor Who that you will find in most television dramas? (E.g. characters, dramatic music etc.) These are called key conventions - list as many as you can think of. 

Extension question 2: What would a Doctor Who fan ('Whovian') particularly enjoy about this scene?

Note: If the YouTube clip isn't working please let your Media teacher know. While you're waiting for the issue to be resolved, read up on this episode of Doctor Who on the brilliant IMDB website.

Finish these questions for homework if you don't manage to get through them in the lesson - due date on Google Classroom.

If you DO finish everything - well done! Spend some time looking through our Media blog, particularly at last year's Media student blogs. This will give you an idea of the fantastic work you will be producing over the next two years.