“In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signifieds: a denotative signified and a connotative signified.” (Chandler: 2007)
‘Tsotsi’ is a 2005 South African film. This theatrical movie poster is brought to light by the bright city background behind the boy; the city brings light to the world in the poster, which portrays the light as a metaphor. Metaphor is where comparisons are made between two things when they are nothing alike and is used as a figure of speech.
“Figures of speech that show a relationship or resemblance are most important and have graphic parallels in visual communication.” (Meggs, 1989:31)
Therefore, the light is the metaphor, which implies the good that the city brings. Also, the light connotes hope, warmth & life signifying its importance for survival. Connotation is a link that is created from expressions or feelings of a primary meaning. There are normally personal associations to the meaning, which can be both emotional and ideological. The darkness is shown at the front of the poster that is shadowing the boy who is sat down next to tin/aluminum looking house; Poor people are normally associated with tin/aluminum houses. The tin house and the city represent the status of the people, from poor to rich. Also where the darkness and light meet portrays the division between the r...
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...there’s poverty, deaths and all disturbing things that normal people wouldn’t want to acknowledge. In all of the three media, the themes are very different however light seems to be the only correlation within them. The darkness and lightness shown in the media, both affect the audience in one way or another. The darkness makes the audience feel uncomfortable, sad, and scared and all the other negative feelings whether as the lightness; it’s all positive, almost hypnotizing and relaxed. There aren’t many texts that are used in the different media, just visual imagery, which makes more of an impact than anything. Image does sell everything. It visually captures the audience and encourages the audience to figure out more theme and intentions behind it also emotionally capturing the audience intentionally. It shows that a picture really does speak a thousand words.
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