Connotation and Denotation

CONNOTATION: 

 

Definition: the associated or secondary meaning of a word or expression in addition to its primary meaning. 

By using a name or label in which our audience has used or seen before, we create not only the meaning we intended but also allow the audience to remember where they had encountered this word or label before by diving into their own personal memories. 

Connotations depend on the person who is viewing the image/ object. 

For example, an ordinary person who sees the image of this knife will probably think of cooking and chopping ingredients, as this is a knifes primary function. However, a person who has seen someone being stabbed may associate this image with ideas of violence and cruelty. 

Producers spend a lot of time and money ensuring that the audience make the right connotations. If the audience make the connotations the producer wants, this is called preferred reading but if the audience does not make the intended connotations, then this is oppositional reading. 

DENOTATION: 

Definition: The direct meaning of a word or expression and the set of associations that most people make instead of everyone's personal associations.

In using a name or label that the audience knows and is familiar with, it is easier to create meaning for the audience. However, by putting some objects and names in a certain context, a secondary meaning can be created. 

Again using the image of the knife, in a children's film the knife will stick to its primary meaning of being able to chop cooking ingredients. However, in the context of a horror film the knife immediately has the secondary meaning of a weapon. 

EXAMPLES:

Many words have positive and negative connotations. 

For example, a gun can represent safety and protection which is positive but is can also be associated with danger, violence and death which is negative. 

Also, take something as common as a red apple. It has many positive connotations such as it being healthy and tasty. But any child who has seen Snow White will see a red apple and think of the poisoned apple that killed Snow White, which is a negative connotation. 

Producers have to be careful to evoke their intended meaning as while they may see an object and think of something, another person may think of something entirely different. This is key in Thriller films as suspense has to be maintained, so the audience needs to be able to pick up subtle hints through the connotations of images and objects used. For example, in Black Swan the main character is shown to be attracted to mirrors and glass. The connotations of glass and mirrors vary, as it can be seen as beautiful but is also sharp thus could be deadly. Therefore, both these connotations are put into the audiences mind so that in the end when she stabs herself with a piece of glass it is not unrealistic.