Denotation, Connotation and Bandwagoning in Advertising
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Denotation, Connotation and Bandwagoning in Advertising Terry Hong & Michael Wong
Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance
ADVERTISING
Advertising is designed to: 1. Establish Product Superiority 2. Create a distinctive image for the product Ultimately to persuade the consumer to purchase the product.
DENOTATION
What is it? • “Literal, explicit meaning” • “Factual” • “Dictionary Definition”
• Denotation of a word/image conveys information
Types of Denotation (Images) According to philosopher C.S. Peirce (1839-1914): - Icon: Direct representation (e.g. Image of the car in car ad) - Index: representation by association (e.g. Group of friends laughing in disposable camera ad) - Symbol: representation by convention, (e.g. “Golden Arches” logo of McDonald’s) – Advertisers want their symbol to become indexical
Use in advertisements, consider: Portraying/presenting the ad to the audience - How is the denotation of the images in the ad helping to achieve the aims of the advertisers? - What is the image of? Multiple? Pack shot? - What type of representation? - Camera angle? - Image type/effects? - Non-verbal messages? (Body language of the model?)
Camera Effect: Sepia-Tone, Icon representation of band members but as babies (possible messages and connotations) Also Font: Antique cursive fonts – attracts attention but not so much so to detract from image Sepia and cursive perhaps normal for the time, or perhaps suggesting nostalgia
Camera Angle: Here the audience is put into a low viewpoint, looking up at the ad. Authority and Power given to Batman over audience.
Text: “The Dark Knight”, could denote colour or the nature. Juxtaposition of dark and knight (traditional connotations). Slight wordplay conveying info about the movie themes Colour: Black and Orange/Red Nighttime, contrast, helps it stand out
CONNOTATION
What is it? • “Figurative, implicit meaning” • “Emotional & Imaginative Associations”
• “Additional suggestive meanings” • Connotations of a word/image create connections • May depend on personal & cultural context, social mindsets of the time
Use in Advertisements: - Transferring/Creating connotations for the product - Diverting/replacing connotations - “Short-circuiting” unwanted connotations
Advertisers want to make their product evoke desirable connotations. A product may become associated with a life-style or a quality.
Denotation: Jessica Alba using this skin make-up Also consider, angle? Looking side-on, seductive? Index
Connotation: J. A. associated with beauty, glamour and sex appeal, transfers connotations to product
Denotation: Image of a waterfall next to pack shot of KOOL cigarettes (recognition) Trying to make the waterfall image indexical
Connotation: Cigarettes -> hot, dry, cancer, disease Waterfalls + Green -> Natural, Clean, Refreshing “short circuit” – Cigarettes instead become associated with nature and cleanness
Linking Denotation and Connotation
e.g.: Cosmetics ad featuring a female model Denotation: Signifier – Image of female model Signified – Female model Connotation: Signifier – the signification of the female model Signified – Beauty, glamour, sex appeal
Denotation and Connotation Exist Together Denotation:
Connotation:
Hollywood – A location in LA, center of American film-making
- Glitz, Glamour, Celebrity, Dreams of Stardom
Cigarette – Rolled up dry tobacco leaves
- Death, Cancer, Dry, Sick, Illness
Same Denotation, Different Connotations
• Home – Both denote: “Dwelling Place”
• House
But Real Estate Ads like to use “Home” instead of “House” Because “Home” carries connotations of family, security, warmth, comfort & love
BANDWAGONING
What is “bandwagoning”? • • • •
A wagon used for carrying a band? Political jargon? Is it positive or negative? Examples
The Bandwagon Effect • It is when people tend to do what others do, without considering what their actions entail. • This effect becomes more pronounced as more people adopt the same idea (also known as groupthink). • For example, PSY’s Gangnam Style was affected; people danced to it because lots of others did as well.
Bandwagoning in Advertising • Advertisers often “jump on a bandwagon” to appeal to social values, improving the product’s image. • These social values are often emerging or resurgent, because most people like being unique. • Statistics and superlatives are usually used to jump on a bandwagon.
Example 1: Toothpaste • #1 toothpaste brand • Recommended by doctors • Use of superlatives such as “only” • Weasel words are used to impress without facing legal problems • “Triclosan” is a widely used and controversial substance
Example 2: Guitar Hero • This advertisement appeals to the fans of the thenemerging musical video game genre • As it piggybacks on the massively successful Guitar Hero franchise, it has a huge audience and causes groupthink.
Analysis Activity
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