#5 Denotation and Connotation

Signs are both denotative and connotative as I mentioned it in my previous post #3.

Denotative meaning: Literal descriptive meaning or the surface meaning.

Connotative meaning: Connotation relies on cultural or historical contexts, contexts of both the image and the viewer. The deeper meaning or association.

In semiotics, denotation and connotation are terms depicting the relationship between the signifier and its signified, and an analytic difference is made between two types of signified: a denotative
signified and a connotative signified. Implication includes both denotation and connotation (Chandler, n.d). The connotative meaning represents the complete message about the significance of the product or service which the advertisement is creating by the utilization of image (Džanić, 2013).

Figure 1: Dior J'Adore Fragrance Advertisement
http://thebeautysmith.com/celebrities/charlize-theron/

This is a perfume from Dior. “Dior J'Adore” a perfume for women. 

Denotative meaning:

- The background/ overall colour tone is gold
- A beautiful model/ celebrity

Connotative meaning:

- Gold represents luxury and classy
- The model is a well known actress call Charlize Theron which also portray the perfume into an elegant and graceful image
- The model poses confidentially and gracefully in the middle that portray as a replica of the perfume's bottle 
- Confident look of the model represent that she can be in the spotlight or become the focus of the attention. She's displaying in a gold dress. (e.g occasion like cocktail party)

From the visual of the model, I believe that this product is targeted to women or lady and not for teenager. This advertisement promotes the scent of the perfume can enhance women's confidence that they can stand out among others.

References:
Chandler, D. (n.d). 'Semiotics for Beginners' [Online] Available at:http://visual-memory.co.uk/daniel/Documents/S4B/sem06.html

Džanić, M. (2013). 'The semiotics of contemporary advertising messages:
Decoding visuals' [Online] Available at: hrcak.srce.hr/file/165534 [Accessed: 12nd of June 2015]