Connotation and Denotation..

In our first lesson we looked though our course guidelines, giving us an idea of what is to come. We then focused on 'connotation and denotation' and their importance when analysing media texts.

Denotation - the explicit or direct meaning rather than by suggestion (exactly what you see).

Connotation - A description of value, meaning or ideology associated with a media text. (why ?).

We were then asked to look at an advert finding the 'connotation and denotation' of the mise-en-scene. I chose to analysis one on the classic Levi adverts from the 1980's.

    

I looked at four specific areas, location, costumes, props and lighting. It was interesting to see how older adverts had the same effect and very common ideas on how to sell to the public as we do these days. This advert centers on the idea that sex appeal will sell, which is a very well used theme within the market today. 

Location

- laundrette/ 1950's amercia - retro to relate to the selling point that these are levi's 'orignal' shrink to fit jeans

- working class - anybody can wear them, you don't have to be wealth to look 'this good'.

Costumes

- main male/ dark colours, tight fitting t-shirt - bad boy/rebel image, appealing - also shows its relation to the younger generation

- females/ light colours, whites and pale colours - image of purity perhaps 

Props

- the use of the stones in the washer- ironic as they are advertising the style of 'stone washed jeans'

- fan/ steam through the shot - adds heat, tension 

Lighting

- dank lighting used on male, leaving face in shadow- adds to the mystery of the character, creating this rebel image again appealing sexually 

- females remain in the light- showing they have not be corrupted yet, but this man is a temptation 

Extras

- the use of red is a theme through out the advert, ie. the red on the young boys hats, adverts through out the luandrette - linking to the iconic red 'levi' label which is shown at the end

- there are may close up shots of the jeans - show casing them, advertising there appeal 

- main character through out the advert, attracts everyones attention which are main female based, advertises that if you wear these jeans and portray this image you will have women lusting after you

- two shot image of the older man and the main character - shows the juxtaposition between the two men, highlighting the appeal of the main character