Understanding semiotics - By Tom Knapp

Denotation and Connotation

Saussure concentrated on the denotative function of signs; by contrast, Barthes pushed the analysis to another level, the connotative. Simply put, these two terms describe the meanings signs convey.

Denotation

By denotation we mean the common sense, obvious meaning of the sign. A photograph of a street scene denotes the street that was photographed. This is the mechanical reproduction (on film) of the object the camera points at. For example, I can use colour film, pick a day of pale sunshine, and use a soft focus lens to make the street appear warm and happy, a safe community for children. I can use black and white film, hard focus, and strong contrast, to make the street appear cold, inhospitable. The denotative meanings would be the same.

Connotation

By connotation we mean the interaction that occurs when the sign and the feelings of the viewer meet. At this point, meanings move toward the subjective interpretation of the sign (as illustrated by the above examples). If denotation is what is photographed, connotation is how it is photographed.

Signs

As we have seen, de Saussure–the founder of semiology–was the first to elaborate the tripartite relationship:

signifier + signified = sign

According to Saussure, the linguistic sign unites a sound-image and a concept. The relationship between Signifier and Signified is arbitrary. It should be remembered that neither of these entities exist outside the construct we call a sign. We separate these entities for convenience only.

• The signifier–which has a physical existence–carries the meaning. This is the sign as we perceive it: the marks on the paper or the sounds in the air.
• The signified is a mental concept that is the meaning. It is common to all members of the same culture who share the same language.
• The sign is the associative total of the two: we speak of it as a signifying construct.