Denotation and Connotation

Understanding denotation and connotation is the starting point for all Media 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 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

Introduction to Photoshop: fruit bowls

The fruit bowl task is a wonderfully creative way to learn some key skills in Photoshop as well as develop our understanding of colour.

Once you have finished your fruit bowl, you need to post it to your blog. Create a blog post called 'Photoshop fruit bowl' and complete the following tasks:

1) Save your fruit bowl as a JPEG image in Photoshop - remember to save it in your own folder on the Media Shared drive in the Student folder. To save as a JPEG image, go to 'Save a Copy' and then use the drop-down menu for 'File type' and choose JPEG.

2) Post your fruit bowl (or fruit bowls if you did more than one) to your blog by clicking the 'add image' icon and locating the correct JPEG image from your folder on Media Shared.

3) Write a short explanation of the colour palette you used and the effect you were trying to create when designing your fruit bowl.

Welcome to Media!

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

This year will be a fantastic introduction to the skills needed in the media industries - photography, editing and much more. 

Your first job is to start your 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 use your Greenford Google login details to create your blog when using Blogger.

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 Media are you looking forward to the most?

2) What device do you use most to access the media? (The media = news, TV, music, film, social media etc.) 

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

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

5) What device or subscription do you use to listen to music?

6) Do you play videogames? If so, what do you play games on and what is your favourite game?

7) Are you on social media? If so, what social media do you have and why do you like it? 

8) Finally, do you think the media is a positive or negative thing for young people? Why?

Extension tasks

Watch this clip from acclaimed BBC drama series Doctor Who - recently revamped in conjunction with Disney:

Why was the casting of Ncuti Gatwa a significant moment in the history of Doctor Who?

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. 

Note: If the YouTube clip isn't working please let your Media teacher know.

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