“Functions of the image in advertising” is Article expansion to “image advertising, and use rules” where he analyzed the effectiveness of a merged image context, how to bring a picture or photo to be recognizable and incisive.
In this new article we analyze the functions and values that an image can have a communicative purpose, in particular the function denotative and connotative. The aim is to examine other methods to use an image in a commercial.
To get into the heart of this article is to clarify that: each sign, image or word, expresses the union of a signifier and signified (for the first the word “boat”, the second is the concept or the object the word expresses, then the object that invokes the word boat).
Functions of the image in advertising: denotative and connotative.
The values denoting constitute the primary meaning of a word. They express foografia of a given object, his identity card.
The denotation is when the word is used in its literal meaning and the primary, according to the rules of the common language. For example, when we say night, we think of a certain period of the day. Well, we can say that, in this case, the word is used in its night denotative meaning.
The connotative values indicate the secondary meanings, added details.
Compared to the denotation, connotation adds “value” of a word, on the affective (my chick), allusive (a rabbit), evocative (there is a sea of people) … etc.
The attribution of a secondary meaning to the signs is a frequent thing. All we do commonly, during the day every day. Returning to a previous example, we all know that the word “ass” denotes a common animal (denotative meaning); but if we say: “You’re an ass,” (poor donkey :)) we attribute to the word a connotative value, that is an added significance, other than the current or primary. The meaning of the phrase, so it can be humorous, or even very negative.
Functions of the image in advertising
What has this sea of words with the image in advertising? We get there immediately.
Everything we wrote is true, of course, also for the graphic language. The image of a lion, a denotative level, indicating a well-known feline. Different connotations, produced, for example, through changes in the graphic style or the context in which the image appears, may, however, provide us with the information added, that change at least in part the primary meaning.
In an advertising play with the values connotative and denotative leads to lighting and a broader framework of possibilities, in order to create a successful advertising.
Signs, words, pictures, everything has to be, as we have written in other articles, a force cooperating and everything has to support, repeat, reinforce the corporate message. Knowing how to use the images with more and different “shades” of meaning makes a strong advertising, direct, and not repetitive.
Only advice is to pay attention to the market and the culture in which they work and be able to use significant meaning known to the target audience, in order to avoid misunderstandings harmful to the company.