Connotation and Denotation

During this lesson we learnt about what connotation and denotation is. We give labels to things in order to classify them, to make clearer the meaning we are trying to convey.

Denotation is when you use a name or label the audience has used before. This evokes meaning for the audience. It is the actual process of seeing an object. For example a Christmas tree is a fir tree with balls on.

Connotation is using a name or label the audience has used before. We evoke not only the meaning we intend but also varying range of personal memories of other occasions when the word or label has been encountered. - Memories or thoughts which we inspire by using these labels. It is also words associated with what you see. For example a Christmas tree represents happiness, joy, winter.

We also learnt about oppositional and preferred reading.

Oppositional reading is if you make connotations from those which the producer intended you to make.
Preferred reading is if you make connotations that the producer of the media text meant you to make.