VISUAL UNDERSTANDING SEMIOTICS

                                             VISUAL UNDERSTANDING SEMIOTICS

Denotation: A guy siting on a bench, waiting. He is looking to his right. The bench is painted half brown and half Kit Kat.


Connotation: Kit Kats are a commonly known candy in the united states. Many young people enjoy Kit Kat candies.


Myth: the whole idea here is to make the viewer image a real kit kat bar in their mind even though in reality it is a bus bench. The aim is to give the impression that the man man is sitting on an actual Kit Kat bar. The fact that he is a young man implies that this add is aimed at a youthful audience.

Denotation: A cheetah is running in fast motion. The question, "What's the secret of speed?"is at the top
of the add. "Ask the master", is at the bottom and the Nike symbol is in the bottom left of the add. A nike symbol shadow is on the cheetah as well.


Connotation: Cheetahs are associated with speed. Nike is associated with speed. The cheetah is considered the fastest animal on the planet.


Myth: The adds purpose is to associate the cheetah with nike and the fact that Nike shoes can make you as fast as a cheetah.



Corona Beer Commercial


Denotation: A man and a woman are sitting on a sunny beach with two coronas between them with the ocean on the horizon. Another woman walks by and the man turns his head and looks at her. Then the woman sitting next to the man squeezes the lime on him.

Connotation: Beaches bring relaxation. Beaches are associated with vacations. Beer can be social and shared with someone special.


Myth: The two coronas being shown with the couple on the beach is implying that coronas bring relaxation and bring the feeling of being on a vacation.





























Connotation: socio-culturtal and personal associations

Myth: Dominant ideology of the time/ denotation and connotation combined to produce

ideology: extended metaphors

polysemic

Denotation: