Semiotics of Ads

Denotation:

Literal meaning of signs

Connotation

Implied meaning of signs

Ads function frequently at connotative level

Roland Barthes:

Ads contain "floating" signs

Function of text message: "anchor" signs to specific meaning

Eliminate meanings that don't fit message

Photographic connotations

• Angles
• Film stocks
• Filters, etc.
• Codes learned from movies & television

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