AS L2 Den Conn
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Transcript of AS L2 Den Conn
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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?