DENOTATION AND CONNOTATION
Words and images in media texts can work
on more than one level.
You will come across the terms denotation
and connotation throughout your course.
They are important terms for you to
understand.
DENOTATION is the literal, dictionary
meaning of a word.
A red rose is a flower – that is its straight
forward meaning or denotation
An apple is a fruit we eat
A lamb is a young sheep
CONNOTATION is the extra meanings or
feelings we attach to words because of the
way they are used in our culture
Because we all have different backgrounds,
connotations are not always the same for
everybody.
Think about the rose…
No flower is associated so much with LOVE as the rose.
These are all connotations or extra layers of meaning
that the word carries with it.
Did you know that different
colors CONNOTE different
things?
gratitude
friendship
purity
Think about the apple…
It can be a symbol of health.
It often is associated with teachers.
It’s also the nickname of a city: “The Big Apple.”
It can even have stand for sin because of Adam and Eve.
These are all connotations or extra layers of meaning that
the image carries with it.
And the lamb…
For many it has religious meaning: “The Lamb of God”
It can even stand for a season: spring .
It also symbolizes innocence: “like a lamb to the
slaughter.”
A dog is named “Killer.” What do you think this
dog will look like based on his name?
Not what you expected? That’s because of
CONNOTATION!
Sweetiepie
CONNOTATIONS
What kind of feeling or mental image do these words give
you?
Brat
Citation
Probe
Bimbo
Swinger
Escort
Take turns drawing a car
picture out of the envelope.
Based on the connotation
of the words and the look
of the car, try to guess the
name of the car.
Your Turn:
• Think up an original name for a product. You could name a car,
makeup company, energy drink, gym, beauty salon, etc.
• Consider the connotation of the name you have chosen and
what it implies.
• Write a paragraph of at least 5 sentences explaining why this
name fits the type of product or company you are creating. Use
the word “connotation” or “connote” at least once.
• Include at least one sentence describing a word that would NOT
be a good choice for your product and why (remember Killer).
EXTRA CREDIT: Draw your car/ create an image or logo for your
product that matches the connotation.