The Semiotic Theory was created by a man named Saussure who stated that every word, image and sound can have various connotations, for example the sun represents happiness and the rain sadness.
Everything is listed under as ;
Denotation - What is being shown
Connotation - What does that show or represent
Anything can show a connotation such as ;
Symbolic - Clothing, Body language, Objects
Written - Headlines, Captions, Style
Technical Code - Framing and cropping, Camera angles, Camera Movements
All of the above can be con-notated to show something specific, for example Colourful clothes would show you would be an expressive person. Fast camera movements would show a busy lifestyle and a big, bold headline would show the importance of it.
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