2. • Read the denotative and connotative levels of
meaning within photographic images
• Use and understand the key terms used in the
analysis of media language
(Denotation, Connotation, Signifier & Signified)
LEARNING OUTCOMES

3. WHAT IS SEMIOTICS?
• The study of signs and symbols and
their use or interpretation.
• Looks at how meaning is made and
understood

4. KEY TERMS
• THE SIGNIFIER – The sign: a word, colour or
image (i.e. the colour BLUE)
• THE SIGNIFIED – The concept/
meaning/associations that the sign refers to
(i.e. BLUE is often associated with sadness or
the sea etc.)

5. SIGNIFIER & SIGNIFIED: EXAMPLES
• Signifier: Red rose with a green stem
• Signifies: a symbol of passion and love - this is what
the rose represents
• Signifier: Brown cross
• Signifies: a symbol of religion, or to be more
specific this is a symbol of Christianity
• Signifier: Red heart
• Signifies: a symbol of love and affection

6. SIGNIFIER:
Blonde Hair
Signifies:
Ideal Woman,
Innocence,
Looks ‘gold’
SIGNIFIER:
Perfume
Bottle
Signifies:
Looks Jewel-
like, Buried
Treasure
SIGNIFIER:
Jewellery
Signifies:
Extravagance,
Excess, Glamour,
Decadence
SIGNIFIER:
Word ‘Love’
Signifies:
Passion,
Excitement,
Lust
SIGNIFIER:
Colour Gold
Signifies:
Luxury, Riches,
Expense,
Success,
Shimmering
SIGNIFIER:
Font
Signifies:
Dior Logo,
Brand Name,
Designer

7. HOW TO READ THE SIGNS AND SIGNIFIERS WITHIN
PHOTOGRAPHIC IMAGES
• DENOTATIVE LEVEL: (Signifier)
What we actually see…
The surface meaning
• CONNOTATIVE LEVEL: (Signified)
What you associate with this image…
The deeper or hidden meanings and associations

8. Denotation: (What you see)
Connotation: (The meaning of
what you see)
Use denotation and connotation
to analyse this image.
Task

9. Denotation: (What you see)
Connotation: (The meaning of
what you see)
• Half naked, thin and bony girl in her
room looking into the mirror. In the
reflection there is a well proportioned
girl staring back
• Its about anorexia
• The girl is sickly thin but sees a
body she is not happy with every
time she looks in the mirror
• This suggest that she has low self
esteem

10. TEASA
T What is the technique?
E What is the effect?
A What is the effect on the audience?
S What else could it symbolise?
A Consider an alternative viewpoint.

11. T = What is the Technique?
E = What is the Effect?
A = What is the effect on the Audience?
S = What else could it Symbolise?
A = Consider an Alternative viewpoint.

13. WHAT HAVE YOU LEARNED?
• Semiotics as a method of analysis
• New terminology:
• Signifier = Denotation
• Signified = Connotation
• TEASA
Technique
Effect
Audience (effect on them)
Symbolism (Any thing else)
Alternative view points