Introduction to Textual Analysis
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A model poses with L'Oreal Paris eye shadow palettes in gold, silver, and bronze colors. She wears a tasseled dress and gazes flirtatiously at the camera. The ad uses gold and black gradients with stars to connote success and glamour. It aims to make viewers want to buy the product to achieve the model's stylish and luxurious look.
Introduction to Textual Analysis
- 2. Key Concept - Media Language Media Language • This is how things are put together to make meaning. It will involve learning lots of new terms and techniques. • Examples include denotation, connotation, genre, narrative, camera shots, mise en scene, diegesis, design and layout. Phew!
- 3. Using terminology - denotation and connotation Denotation is the word used to describe exactly what you see in an image or phrase. Connotation is the word used to describe what the word or phrase suggests or implies. This image denotes a red petalled flower with green leaves and a thorny stem. This image connotes England, love, or the romance of St Valentine’s Day
- 4. Denotations & Connotations • Denotation means what is literally in the picture. In the picture there are three horses and three riders on a park trail with a dog. • Connotations - means different interpretations suggested by the text, often associated with values, meanings and ideology. • What connotations can you provide?
- 5. Denotations & Connotations • Connotations - The image of riders in the park could suggest happy people enjoying a leisure activity. The values could suggest to most audiences aspects of pleasure; others might see aspects of privilege.
- 6. Denotations & Connotations • Denotations: • Connotations:
- 7. Denotations & Connotations • Slightly trickier, what are the values and ideology suggested by this picture? • They might suggest that a very wealthy person can afford to drive his very expensive Ferrari for fun on a rally. • Some people could add a further connotation that this picture suggests we live in an unequal society. Decide which are the dominant images used in the text, what they mean, and what is their relevance to the major themes of the story.
- 8. Design and Layout Look at the following advert, think about the way it has been put together. Analyse the impact of the use of mise en scene (things placed in the scene such as colours, costumes, lighting, the background, props). Also look at the size and the position of the central image and the text. What about the brand and the product? Which fonts have been used and why? Fill in the gaps for each label. Remember to write about what you can literally see (denotation), and what the image or language suggests (connotation).
- 9. The colour gold suggests wealth, the connotations of gold are also being first place winner. L’oreal Paris, suggest luxury and quality. Including the accents on the ‘E’ adds to the importance of this Product Placement: The product is placed on the bottom left hand side of the page. The gold palette sits at the foreground, whilst the silver and bronze sit in the background. Connotations: The way the eye shadow palettes are displayed connects with competition / olympics since the winner line up is often Gold, Silver and Bronze. The model wears a bronze/ gold tassle dress. Connotations: The colour of her clothing suggests she is successful, the small stars / sprinkles connote further that she is a star. Star appeal: Connotations: The inclusion of the model’s name suggest she is of importance, and is a celebrity name, the audience is expected to recognise her. The use of a star enables the potential audience to want to buy into the product, if they aspire to be like her. Noel 2009 connotes that the product may have won some kind of award, or being recognised within in the industry this suggests it is highly regarded. Body Language: The model has one hand placed on her leg. Leaning forward. Her leaning forward, and hand placed on her leg displays a flirtatious look. Although the product is targeted at females, her body language suggests that men will want to gaze at her also. Facial expression: Her eyes are slightly closed, and her lips are parted open. This could suggests that she is being flirtatious, it connotates sexuality. Mise en scene: Golden / Black graduated background. The golden to black graduated background could suggest dusk, a out of this world experience. The use of the sprinkle fit into the fact that it is an eye shadow product, and will leave a glistening effect. Font: Silver & Gold is placed in a serif font, the ‘&’ sign using more feminine font which will appeal to the target audience. Target audience: 15 - 30 years old. Connotations: The use of Beyonce Knowles, and iconic pop star will mean she will appeal to a wide audience. L’Oreal is a high street brand make up, which also suggest it is aimed at the average working class women/ The audience that recognise the brand will also be aware that they produce hair colour products also. On the left hand side, it appears to be another model who may be marketing one of the other colours.
- 10. The main image Denotation Connotation The mise en scene - colour and lighting Denotation Connotation The mise en scene - costume Denotation The product placement Denotation Connotation The mise en scene - background scenery Denotation Connotation