Denotation, Connotation & Myth

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Denotation goes to the primary meaning, which also goes to the ‘dictionary defination of a word’. It is the first stage of the signification which recognises, describes and identifies a sign (Grant.K, 2016). 

Connotation means ‘the associated or secondary meaning of a word or expression in addition to its explicit or primary meaning’ in dictionary. Connotation is the second stage of the signification, it is the socio-cultural association/conceptual meaning (Grant.K, 2016). The emotions and ideas the readers add in after they get the primary meaning and this is according to personal experiences and cultural background related.

Myth in semiotics is the result of the denotation and connotation combines, which may leads to a greater world-view or ideological of a thing. 


The advertisement below provided will be an example to analyse how denotation, connotation and myth to be used in an print advertisement: 

https://www.adsoftheworld.com/media/print/antonio_federici_immaculately_conceived


The print ads that I choose as an example is the 2010 British ice cream manufacturer Antonio Federici Gelato ‘Immaculately Conceived’ campaign. 

Dennotation of this ads goes to a pregnant nun eating Antonio Federici Gelato ice cream. The ads also comes with a headline written ‘Immaculately Conceived’ in blackletters.

The connotation of the ads is interesting. To my point of view, the present of pregnant nun longing for the gelato ice cream. This shows that the tempting of the ice cream is too strong and even can make a nun whom practise Asceticism get tempted. For the strapline ‘Immaculately Conceived’ may goes to the meaning of the describe the ice cream as the most perfect choice to the consumers. 

For my point of view, the myth relate to this print ads tells the Antonio Federici Gelato ice cream is has a nice taste and it even can be a ‘wosrhip like’ presence to somebody just like religion.


Anyway, this advertisement contains a lot of signs and the present of connotation leads different point of view on the meaning from different target audience with different cultural background to this advertisement. Actually, this advertisement was been banned for being offensive to Roman Catholic based on the present of the pregnant nun and the tagline ‘Immaculately Conceived’ goes to the brith of Jesus Christ in Roman Catholic terms, the believers were being triggered that the agencies is mocking the conception of Jesus.


Reference List
Grant, K. (2016). DENOTATION, CONNOTATION AND MYTH. [online] backspace unwind. Available at: https://backspaceunwind.wordpress.com/2016/02/05/denotation-connotation-and-myth/ [Accessed 29 Jun. 2018]


Bibilography
Crow, D. (2016). Visible signs : an introduction to semiotics in the visual arts. 3rd ed. London: Bloomsbury.

Macleod, D. (2010). Antonio Federici Ice Cream Religion - The Inspiration Room. [online] The Inspiration Room. Available at: http://theinspirationroom.com/daily/2010/antonio-federici-ice-cream-religion/ [Accessed 29 Jun. 2018]

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