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?
Analyse the poster for Addidas for the World Cup ; Cometh the Hour
How is Beckham 'used' - which aspects do we see of him?
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