The first order of signification "denotative" is a process of recognition, description and identification. Connotation looks further into how we perceive things at a higher level, letting us go beyond the denotations by analysing and interpreting and adding fact to the meaning .
(Barthes, 1973).
To give an example of this, I will use a quote from the book "Popular Culture" written by Dominic Strinati. .
"This may appear to be a photo of a black soldier saluting the French flag (denotation), but really it connotes the grandeur and impartiality of French imperialism. (Connotation)" .
(Strinati, 1995:116).
To narrow down the choice of meanings of a published image, you use the term "anchoring". It basically means that you are highlighting what you want as the preferred reading of the text. It is often used in newspapers to "anchor" a caption. Roland Barthes defines anchoring as a "parasitic message designed to connote the image" (Barthes, 1967).
(Watson and Hill, 1997:4).
I have chosen for my semiotic analysis an advertisement for body spray. The body spray is made by Revlon and is called Charlie. The advert is a full-page spread with both pictures and text from the February 2002 edition of Just 17 magazine. A magazine, which is targeted at young females. .
With a modern setting, the overall design of the advertisement denotes a fun, lively and bright atmosphere. The graphic mode used on the advert is a photograph of a young, attractive, confident woman. The woman who is smiling in a flirtatious way, is wearing a tight fitting, sexy silver dress which highlights her slender figure, matching high heal sandals and above her head with her right hand, she is holding silver balloons. Kicking her right leg up in the air, the model appears to be going to a party. The overall impression of the woman connotes to me that she is one of confidence, fun and total freedom. With the models body posture leaning offset to one side (the right) the advertisement has been successfully sectioned into three parts.