CMNS 1115 Lecture Notes - Lecture 3: Connotation, Denotation

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Published on 14 Apr 2013
School
Langara College
Department
Communications
Course
CMNS 1115
Professor
May 24/2012
Advertising creates structure of Meaning
Make meaning in mundane items
Specific meaning in inanimated objects
o Language of objects into language of people
The transference of meaning between 2 different systems is the basis of
advertising
Advertising is selling you something more than consumer goods
o Providing more than the good but something we can use to identify us
They are selling ourselves
Sign = signifies + signified : arbitrary , based on social convention
Signified = mental concept of the sign
Signifies = the thing that is the concept is referring to
Symbol, icon, index (more detailed description of different types of signs)
Denotation: literal meaning to a sign
Connotation: the social cultural ( + sometimes personal) associations
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Document Summary

Specific meaning in inanimated objects: language of objects into language of people. The transference of meaning between 2 different systems is the basis of advertising. Advertising is selling you something more than consumer goods: providing more than the good but something we can use to identify us. Sign = signifies + signified : arbitrary , based on social convention. Signifies = the thing that is the concept is referring to. Symbol, icon, index (more detailed description of different types of signs) Connotation: the social cultural ( + sometimes personal) associations. We view the world through the files of a semiotic code or mythic frame. Always question the common sense view of things. Cultures potray their ideological practices as natural and common condemn portray practices as unnatural. In evaluating cultural practices , look at the underlying interests. Signs mark the dynamic movement of social history: meaning is a process of an ad, how you perceive it, how it changes.

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