BACOMM/BAE Language Matters: Denotation and Connotation in Ads

This essay analyzes the Miley Cyrus Gucci Bloom perfume advertisement, focusing on the application of denotation and connotation. The essay begins by defining denotation as the literal meaning of a word and connotation as the associated feelings and ideas. It explores how the advertisement utilizes both to convey its message, emphasizing the use of words to create associations with the perfume's characteristics, such as joy and self-expression. The essay also discusses the importance of word choice and sentence structure in shaping consumer perception, highlighting how advertisers use both denotative and connotative meanings to connect with their target audience emotionally. The analysis includes references to academic sources to support the claims made about the effect of language in advertising and marketing.

Language Matters

Table of Contents
The title of the essay: evaluate the use of denotation and connotation in the advert provided that
is Miley Cyrus Gucci bloom perfume..............................................................................................3
References........................................................................................................................................6

The title of the essay: evaluate the use of denotation and connotation in the
advert provided that is Miley Cyrus Gucci bloom perfume
For the essay first advert with Miley Cyrus, Gucci bloom perfume, is chosen as this essay
aims at explaining about denotative and connotative meaning of the words used in the advert.
People try to use words to convey their message with several meanings in which denotation and
connotation are considered to be the two main methods that are related to describing the meaning
of various words. According to Chris Heckman, the term denotation is defined as a precise kind
of definition of the word whereas connotation is the wide arrangement of negative and positive
links with words. Connotative and denotative play the main role because words are used for
expressing positive and negative contexts of the words. As the words are not limited to one
single meaning and all the words do not express one thought they can have various meanings
(Hård and Enberg, 2019).
Gucci’s bloom perfume, the advert comprises a perfume that depicts a beautiful garden
filled with bright colour flowers, optimism, joy, and self-expression. All such words were used in
the campaign to describe the scent which is free and unruly. In modern society, the branches of
connotation have different meanings which comprise a word and phrases. As per the given
image of Gucci beauty, the post presented the debut of the Flora Fantasy which comprises fluffy
animals and flowers. In which the whole advertisement was completed by the look and
expression of Miley Cyrus and all the fluffy free spirits (Gahrn-Andersen, 2019).
Without any doubt, all the words have meaning and it is important to use them properly
because the words are responsible for having a dramatic effect on the various factors such as the
way people communicate and how the decisions are taken. Connotative meaning comprises all
the suggestive significance of the symbols which are more than the referential meaning. To
understand, it is required to go through and understand the meaning of other elements too.
Connotative meaning is subjective and can be considered to be the feeling and emotion which is
accepted by a group of people. Therefore, the connotative has a hidden meaning
When the connotation of the word is neglected then it may lead to some sort of conflict in
the intentions. As the words are changing with time and their meaning also, it can be seen that
connotation will move faster as compared to denotations. Also, connotations have a more

cultural approach and authors make use of denotation when they want to present and convey the
meaning of the word otherwise, they would use prefer connotation (Dong, 2020). In some cases,
denotation can be restricting and most straightforward and if any advertisement uses the
denotative approach for the words, then the meaning of the words can be dull.
As per the given case, the advert has proper creativity with the details and character to
bring a strong message and meaning. Both the connotation and denotation work together in
conveying a message with the help of words. Also, the readers will be able to understand the
denotative approach meaning along with the connotative approach. There are various ways
which are used by many people to introduce their products. By making use of media, a product
can be introduced such as social media or any traditional way. It is also essential to understand
the concepts and definition because both terms have different ways that are lyrical and
grammatical. The language of the denotation is factual and the language of connotative carries
the tone of emotions (Uluğ, 2020).
In the field of annotation, the connotation is an essential characteristic in the field of
advertising because connotations are related to emotions and the special sense of words. It
explains such meaning which is on the far side of the dictionary and in addition to its literal
meaning. That is used by the advertisers so that they can point out the main features and feel the
same is used in the given case. In addition to this, if the structure of the sentence is changed then
also meanings of words convey different messages to the people (Sulas, 2022).
When any learner search for any word in the dictionary then they find the literal meaning
and to reduce the level of confusion, the right selection of words should be made. Furthermore,
in the language, all the words can be used denotatively and connotatively. In which the term
connotation is used as an idea that is linked with a word. Denotation is said to present the most
specific meaning of the word. Also, connotation has a wider scope for creativity such as simile,
metaphor, personification, and many others. In different contexts and cultures, the meaning of
the words is used for presenting different meanings.
For understanding and write better in any advert, it is required to understand the
difference between the above-mentioned two terms to learn the concept carefully. Words are
powerful because they can affect the mind of the readers and when any advert wants to convey a
message it must use proper words and specific feelings to make it more powerful; in front of
people. In relation to the advertisement, the advertisement should be made with a proper

selection of words because this can be a great chance and opportunity to be clearer and more
precise for its content (Lacković and Olteanu, 2020). Along with it, each word has a denotation
irrespective of speech and language because all the words have some definition and meaning.
The meaning of the connotative words can be changed but that does not happen in the
case of the denotative words. People understand the connotation of the word as per their
background and various words can present the same thing. As some words have the same
definition in the dictionary it can also be seen that denotation is not neutral (Kirana, 2020).
Connotations are important in the fields of annotation and advertising because they are linked to
emotions and a certain sense of language. It explains another meaning that is on the other side of
the dictionary from its literal meaning. That is used by the advertising so that they may draw
attention to the important details and provide the impression that they are physically present in
the scenario. The meanings of the words also change if the sentence's structure is changed,
conveying different meanings to the audience.
The association between words and meanings can be very complex and belongs to the
arena of semantics. It is considered and remembered that most words do not have simple
meanings. Sometimes while using connotation one can make errors and it is concerned with
emotional feelings and associations with the word. In addition to this, various words have formal
and informal connotations. It can be seen that the choice of words is different when they are used
for some older people or the people who are in higher authority or posts. In that case, formal
connotation will be used and formal connotations tend to be either neutral or favourable in
nature. When the words are used to communicate with known or friends then informal words
will be used.
Getting command over knowledge is crucial as it is not easy to make use of the proper
arrangement of words at a specific feeling or situation. In another way, denotation is said to be
the framing of words or sign which has no subject and no symbol. Features such as it comprises
of proper objective, and can be applied constantly. The main difference between the above-
mentioned two terms is that connotation is non-literal and denotation is literal. It is said to be
precise to make use of both the terms on opposite basis as one is linked with being subjective and
having non-literal implications. While another one focuses on being objective and having the
qualities of literal inherent.

For the aim of presenting and selling the product by making proper use of connotation in
the present case of Miley Cyrus Gucci bloom perfume. From the above essay, it can be
concluded that there are various ways to present the meanings such as denotation and
connotations. In connotations, various ideas and feelings are attached to the words while on the
other hand, denotation presents the direct definition.

References
Books and Journals
Hård, A. and Enberg, K., 2019. NCS–The Natural Color System for the Denotation of Colour.
In Colour for Architecture Today (pp. 54-59). Taylor & Francis.
Gahrn-Andersen, R., 2019. But language too is material!. Phenomenology and the cognitive
sciences, 18(1), pp.169-183.
Dong, X., 2020. From denotation to description: Noun-adjective and verb-adjective polysemy in
Chinese. A Typological Approach to Grammaticalization and Lexicalization: East Meets
West, 327, p.75.
Uluğ, E., 2020. An investigation into the connotations of iconic buildings by using a semiotic
model of architecture. Social Semiotics, pp.1-22.
Sulas, M.A., 2022. CONNOTATIVE AND DENOTATIVE MEANING ANALYSIS OF
VERBAL SIGN IN OLAY ADVERTISEMENT. Journal of Humanities, Social Science, Public
Administration and Management (HUSOCPUMENT), 2(1).
Lacković, N. and Olteanu, A., 2020. Rethinking educational theory and practice in times of
visual media: Learning as image-concept integration. Educational Philosophy and Theory, 53(6),
pp.597-612.
Kirana, R., 2020. Denotation connotation and myth of color in Trolls Movie by Mike Mitchell: A
semiotic study base on Roland Barthes (Doctoral dissertation, UIN Sunan Gunung Djati
Bandung).
Online
What is Denotation? [Online] 2022 Available at : https://www.studiobinder.com/blog/what-is-
denotation-definition/