After writing few blog posts about denotations, connotations and myth, I have realised connotation is different. Different culture tends to understand signs and meanings differently.
For example the colour of Red.
The Chinese culture and the Western culture seems to connote different meaning for Red. For Chinese red represents happiness and joy. Besides that, Chinese often use red because it brings good luck to them. As for the Westerners, red includes anger, aggressive, violent and some other negative meanings. Although red is just a colour, however it brings different meaning to different cultures.
Same goes to the three commercials that I've chosen to discuss. If each of the commercial did not put on air during the festive season, we might interprete the commercials differently. The festive seasons will act as signs for different culture to interprete it. We Malaysians has different races and each of us understands each other's festive seasons. We understand during those days we will have our reunion with our family to celebrate the festive season. Therefore, by airing the commercial during the festive seasons such as Chinese New Year, Hari Raya and Hari Deepavali, we will understand the connotation brought by the commercial as reunion and appreciation of our family. However, if the commercials are broadcasted during a normal day, they will convey a different message to us.
Gehrmann, V. 2013. Symbolism of Colours - Chinese Customs. [online] Available at: http://www.nationsonline.org/oneworld/Chinese_Customs/colours.htm [Accessed: 1 Aug 2013].
Incredibleart.org. 1994. Symbolism of Color: Using Color for Meaning. [online] Available at: http://www.incredibleart.org/lessons/middle/color2.htm [Accessed: 1 Aug 2013].
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