As L2 Den Conn
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THE LANGUAGE OF ANALYSIS
To learn about basic media language To analyse two forms of print advertising
LANGUAGE is the way we speak or write about the media. It’s important that you use the correct LANGUAGE when completing your coursework. Doing so will give your grades a boost! This lesson we will look at DENOTATION, CONNOTATION and CODES.
DENOTATION. Denotation is the common sense or everyday meaning of a sign. For example, a red rose is a garden plant – this is its denotational meaning)
What else does this sign represent?
CONNOTATION. The additional or associated meaning that an image or word carries with it, over and above its everyday meaning. (If you give somebody a red rose you are showing them that you love them.)
When you look at an ad, the picture, font or layout is trying to make you think about the product in a certain way. Look at the next ad. What is being connoted?
What are they saying about their product through the connotations of their ad?
Who is the product aimed at?
What does the FONT and the COPY (the words on the ad) say about their product?
COLOUR. The way colour is used to create a mood, atmosphere or connotation about a product.
FRAMING How the pictures and copy are framed by colour, other pictures, lines etc.
COMPOSITION How the pictures or copy are arranged on the page. How are they put together?
SIZE How large are the images or text?
TYPE OF SHOT Is the picture a close up? A medium shot? A long shot? From which angle is it photographed?
SUBJECT MATTER What is the subject of the photograph? People? Objects? The product?
SETTING Was the photograph taken indoors? Outdoors? Somewhere else?
LIGHTING How does lighting affect mood and atmosphere? What does it suggest about the product’s image?
POSE How are the people in the photograph standing? Are they sitting? Relaxed? Angry?
Look at the following advertisement and do an image analysis under the following headings: colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting. How does it address its audience? Use the new words you have come across during this presentation. Write as much detail as you can!
To learn about basic media language To analyse two forms of print advertising
LANGUAGE is the way we speak or write about the media. It’s important that you use the correct LANGUAGE when completing your coursework. Doing so will give your grades a boost! This lesson we will look at DENOTATION, CONNOTATION and CODES.
DENOTATION. Denotation is the common sense or everyday meaning of a sign. For example, a red rose is a garden plant – this is its denotational meaning)
What else does this sign represent?
CONNOTATION. The additional or associated meaning that an image or word carries with it, over and above its everyday meaning. (If you give somebody a red rose you are showing them that you love them.)
When you look at an ad, the picture, font or layout is trying to make you think about the product in a certain way. Look at the next ad. What is being connoted?
What are they saying about their product through the connotations of their ad?
Who is the product aimed at?
What does the FONT and the COPY (the words on the ad) say about their product?
COLOUR. The way colour is used to create a mood, atmosphere or connotation about a product.
FRAMING How the pictures and copy are framed by colour, other pictures, lines etc.
COMPOSITION How the pictures or copy are arranged on the page. How are they put together?
SIZE How large are the images or text?
TYPE OF SHOT Is the picture a close up? A medium shot? A long shot? From which angle is it photographed?
SUBJECT MATTER What is the subject of the photograph? People? Objects? The product?
SETTING Was the photograph taken indoors? Outdoors? Somewhere else?
LIGHTING How does lighting affect mood and atmosphere? What does it suggest about the product’s image?
POSE How are the people in the photograph standing? Are they sitting? Relaxed? Angry?
Look at the following advertisement and do an image analysis under the following headings: colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting. How does it address its audience? Use the new words you have come across during this presentation. Write as much detail as you can!
