Denotation, Connotation and Myth

After having tutorial session with my tutor, he gave me feedback on the advertisements I've chose, they are more suitable to be dissected and analysed by using the deno, conno and myth. Therefore, in this post I will discuss about the meaning of these three keywords.

Denotation is defined as the surface, the more obvious meaning of the context. Denotation are usually the first layer of understanding of the audiences. It is more descriptive and is interpreted on what we see.

Connotation is defined as a second layer of meaning of the context. A layer which tells the meaning behind the context and it is much related to socio-culture as for different culture might have different interpretation on the context itself. It is based on the understanding of the context rather than what we see on the surface.

Myth is being defined to signifies meaning in a broader way. The third layer of meaning, a layer which tells the problem/meaning of the reasons of the connotation. It has to thought in a further way to understand what it signifies.

Here's an example of the denotation, connotation and myth.

Denotation: A lung-shaped forest is being destroyed.

Connotation: Non-stop deforestration will cause pollution which will  cause harm to our respriratory system. Therefore, we must stop deforestration in order to have healthy air and clean environment.

Myth: Humans creates pollution and sacrifices their own health in the exchange of wealth.

redd-monitor.org. 2008. Conservation International shock advert adds to confusion about REDD. [online] Available at: http://www.redd-monitor.org/2008/10/25/conservation-international-shock-advert-adds-to-confusion-about-redd/ [Accessed: 23 July 2013].

Users.aber.ac.uk. n.d.. Semiotics for Beginners: Denotation, Connotation and Myth. [online] Available at: http://users.aber.ac.uk/dgc/Documents/S4B/sem06.html [Accessed: 25 July 2013].