Reflective Journal: WHAT IS THE DIFFERENCE BETWEEN CONNOCATION & DENOTATION?

Figure 1: Mind map–Semiotics: What is the difference between connotation and denotation?

Semiotics is the study of signs. As I remember when I attended the Visual Language course, Semiotics was said to include three mains components: index, icon and symbol. These three components are assigned to be signs. Since a sign does not always have concrete meaning, people do not connect it in the same way. Each people interpret each sign differently due to their contexts and their experiences. This is an obstacle for any communicators in the advertising industry, limits them from delivering the right message to their customers. However, semiotics is integral when it comes to mass communication.

According to Hartley (2011), a sign is anything represents for something in the creation of meaning. A sign can have both denotation and connotation meaning. Denotation is considered to be the primary meaning which is direct, literal meaning. It is the sound we hear, the picture we see. On the other hand, connotation is defined to be the secondary meaning which is much more broader. Connotation is the meaning clarified base on people experience and knowledge. Anything that is attached to a sign is allocated to connotation level. For instance, everybody knows apple is just simply a kind of fruit. It is very clear and direct, therefore, it is denotation. But when it comes to connotation, apple is a successful high tech brand which produces luxurious high tech products.

There is a TVC of Heinz Ketchup called 'hum'. Everybody in the TVC clap on the bottom of the bottle. The denotation is the act of two hands touches one another in great force creating a sound. Whereas, the connotation is people actually enjoying making catchy sound out of the ketchup bottles.

Overall, learning the differences between denotation and connotation helps me understand more the about signs and it meanings. I find it is very useful for a communicator working in the advertising industry as being able to apply connotation into the practice of creating effective messages.

REFERENCE

Harley, J. 2011, 'Communication, Cultural and Media Studies', 4th edn, Routledge.

Bignell, J 2002, 'Media semiotics: an introduction', 2nd edn, Manchester University Press, New York.

(RMIT Vietnam - Communication & Social Relations - Reflective Journal)