Connotation is a secondary meaning of a word or expression in addition to its real meaning. Connotation need us to read between the lines which mean understand the real meaning of any specific word or phrase in a language.For example,the meaning of red color in traffic light mean to stop,yellow to prepare to stop and green to proceed.Connotation also make us understand when or where to stop by look at the road sign.
Connotation is used in many successful advertisements. I think that it is a brilliant way to advertise.Below I have two clothing advertisements that have their own way to speak for their brands. The first advertisement is a Forever 21 advertisement and the second one is Dolce and Gabbana advertisement.
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| Forever 21 ads |
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| Dolce and Gabbana ads |
Different from Forever 21,by look at Dolce and Gabbana ads clearly this brand are targeting for grown ups.The way models in this ads acts classy and wear fur coat and hat is a symbol of rich people.The ads are print in black and white which in Western fashion, black is considered stylish, sexy, elegant and powerful.It was very clear that this is a luxury brand.
Connotation are used to make us understand the differences between this two ads and how the brands talk to us through image in this ads.
From Connotation to Myth
Mythology or ideology are generally social, moral, and political belief systems that are culturally constructed..Myth subtly obscures, distorts and hides truth and reality which mean something we believe from when we are young until now was not exactly true.
Mythology or ideology are generally social, moral, and political belief systems that are culturally constructed..Myth subtly obscures, distorts and hides truth and reality which mean something we believe from when we are young until now was not exactly true.
For example,below is a obesity ads campaign.They used fast food for the image which represent the causes why kids nowadays had obesity.The message are clearly send to people that fast food are causes of the obesity to the kids.The truth is they’re fat because they eat too many calories and don’t exercise enough.
Wholesome foods take time to prepare time and most parents don’t have because they’re working longer and fast food is made them easy way to feed their kids.
Moreover,unlike previous generations, kids today aren’t allowed for good reason to go outside and play unsupervised, running around all over the place, burning calories until dinner time.
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Theory from Roland Barthes, the signifiers which is denotation while the signified is connotation. Denotation is what we describe as what we see while connotation as being mentioned above is the secondary meaning that need to be read in between two lines. Besides what we see, our brain tend to make out another meaning or reason out of it. Hence, it becomes connotation.
ReplyDeleteAs an example above, the two advertisements are promoting the same thing which is clothes. As we can see Forever21 is advertising its clothes which is more colorful than Dolce&Gabbana that only black as their main color. From this understanding, we connote that Forever21's products are for teenagers and active girls while Dolce&Gabbana's are for women with high standard level of lifestyle.
The myths that could be associated with these ads could include the myth of wealth where as only women who is rich can wear Dolce&Gabbana's while Forever21 is for average income. So, whoever wears D&C's are considered rich and wealthy and a high class person. We often come out with a myth which sometimes a stereotype that most of people will believe and use until generations.
What can be concluded from this topic is that connotation has the strength of carrying a meaning and it depends on how it is used like in the advertisements given above. The association of images and words totally gave a different meaning for different brands. It's a simple yet creative way for the brands to reach their target audience with a relevant connotation they connect with in the ads.
ReplyDeleteAs for myths, the existence of this can be considered as a story or statement that we don't really know whether it is true or false. Over the past, all cultures have developed their own mythology. It is a great symbolic power that can influence people to believe in them, just like in ads stated in this article.
According to Ronald Barthes, myths can be seen as extended metaphors.Like metaphors, myths helps us make sense of our experience within a culture. Myths are generated by signs and codes. What we read, see and believe are myth. Just like advertisement Dolce&Gabbana we believe its only for rich women and its clothing it usually wear high class party and dinner. As for Forever 21 we can assume who like stylist and simple clothing and its for teen and young adult to hang out, date or etc.
ReplyDeleteThe connotation is involve with signifying sign. For example calories advertisement, the quote in the ads is a signifier and the images is signified. Together signifier and signified it become a signs.
as a conclusion for this topic, we know that connotation is a secondary meaning that always been used in advertisements because the way to attract people is by attract their mind and understanding....
ReplyDeleteif we see clearly the two ads that shows the cloth, we will think that the first advertisement is selling cloth that is suitable for teenager because the style and color for that cloth definitely hard to be seen old people wearing it. for second advertisement, since it does not have so many color, we can conclude that it is for adult cloth or maybe it is a brand cloth that is only can be bought by the people that has a lot of money
as for myth, it is the statement that we cannot decide whether it is true or false or maybe it is in the middle. it can be understand through a symbol or a sign.
as for the calories advertisement, we can see that the color used is yellow that can be defined as fat