Denotation Vs Connotation

People are easily persuaded by advertisements whether on television, on print, or even in the outdoors. We are surrounded by advertisements but people have not taken the time to analyze them and decode the message. The goal of advertisements is to inform people of their product and why its better than the competition. Not only are advertisements trying to sell more products but a message is usually associated with the product in an advertisement. A semiotic analysis is done in order to understand the message in an advertisement.

In this print advertisement for Burger King we see a suitcase, a bag, and a gym bag. This part of the semiotic analysis is called the denotation or literal/obvious/common sense images in the advertisement. The other part of the semiotic analysis is called the connotation or socio-cultural/personal associations; in other words the message behind the advertisement. Here the suitcase, a bag, and a gym bag represent a hamburger, a bag of fries, and a soda. This advertisement may connote the message of Burger King having restaurants all over for people that are traveling or the message that Burger King has fast service for those who are constantly on the move.

In this television advertisement for Old Spice the denotation is that we see a doctor who is talking about body odor and not being a real doctor. We also see a nurse and doctor showing affection to each other as well as the doctor going to the operation room and putting a stethoscope on a patient's nose. The message that this advertisement is trying to connote is that this deodorant is like a prescription drug for people with body odors except you do not need a prescription for it since its on you if you want to smell good.

In this outdoor advertisement for McDonald's the denotation is that we see two advertisements next to each other, both have the McDonald's logo on it. One ad has an arrow with 200m while the other has 197m. The message this advertisement is trying to connote is that a McDonald's restaurant is just up ahead in a few meters. It can also connote the message of McDonald's being a common restaurant, therefore there is always one around.