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THE LANGUAGE OF ANALYSIS

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To learn about basic media language

To analyse two forms of print advertising

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LANGUAGE is the way we speak or writeabout the media. Its important that youuse 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.

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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)

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What else does this sign represent?

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CONNOTATION.

The additional or associated meaning that

an image or word carries with it, over andabove its everyday meaning. (If you give

somebody a red rose you are showing

them that you love them.)

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Compare

Read and compare your interpretations of

the images you have just seen.

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When you look at an ad, the picture, font

or layout is trying to make you think aboutthe product in a certain way.

Look at the next ad. What is being

connoted?

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What are they saying about their product

through the connotations of their ad?

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Who is the product aimed at?

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What does the FONT and the COPY (the

words on the ad) say about their product?

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COLOUR.

The way colour is used to create a mood,atmosphere or connotation about a

product.

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FRAMING

How the pictures and copy are framed by

colour, other pictures, lines etc.

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COMPOSITION

How the pictures or copy are arranged on

the page. How are they put together?

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SIZE

How large are the images or text?

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TYPE OF SHOT

Is the picture a close up? A medium shot?

A long shot? From which angle is itphotographed?

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SUBJECT MATTER

What is the subject of the photograph?

People? Objects? The product?

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SETTING

Was the photograph taken indoors?

Outdoors? Somewhere else?

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LIGHTING

How does lighting affect mood and

atmosphere?W

hat does it suggest aboutthe products image?

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POSE

How are the people in the photograph

standing? Are they sitting? Relaxed?Angry?

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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!

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Look at this

poster.

Again how dothe various

elements

combine to give

a specific

connotation.

What alternative

readings couldone make of

this poster?