LESSON 9: I DON'T GET WHAT YOU MEAN

OBJECTIVE [1] To introduce the idea of polysemics

OBJECTIVE [2] To attempt analysis of polysemic images

OBJECTIVE [3] To see how advertisers use this idea in their campaigns

As you will already have seen, visual and aural images have denotative content and connotative meanings.

Denotative  [the physical form; what can be seen/heard and agreed]

Connotative [Abstract; Speculative; Subjective]

Readings [understanding of meaning] of images involve interaction between the reader and the text and this always takes place in a social context.  This means that each reader of an image will ‘see’ it and ‘understand’ it in their own personal way shaped by their own unique personal experiences [see notes on Denotation and Connotation]

POLYSEMY

The fact that media texts, in particular visual images, have a number of potential meanings is described by the term polysemy.  They are said to be Polysemic [potentially open to many interpretations].

CASE STUDY: BRAND BECKHAM [POWERPOINT: POLYSEMICS]

The success of Beckham as a brand has been the polysemic nature of his image.  Beckham is a football hero; a captain of his country; an example of the drive to succeed.

He is also  attractive and desirable to women;  a family man;  wholesome;  talented;  enviable;  married to an attractive successful woman;  a globe-trotter;  admired;  envied by other men;  a fashion icon;  cool; fashionable.

Each of these ‘readings’ of Beckham make him attractive to different advertisers to endorse certain products.

The trick is which facet of Beckham do you need to emphasise?

Powerpoint: polysemics - who is the real Beckham?

Analyse the poster for Addidas for the World Cup ; Cometh the Hour

How is Beckham 'used' - which aspects do we see of him?