Dior Perfume Advert, Denotations and Connotations

Dior Advert

Perfume Advert Analysis:
Denotation and Connotation

There are two levels to signs - the denotation and the connotation. The denotation is the common sense meaning of a sign. Normally, this it what is literally shown in the image.

A connotation is the extra, linked meaning that goes with every sign.





For Example
A White Dove
– The denotation of a white dove is a small white bird.













However, it has connotations of peace, love and tranquility

A Snake













– The denotation of a snake is a reptile,
However, it has connotations of devil like personalities

Dior Advert
The Denotations of the Dior Advert are

• Gold
• The woman
• The Location (Hall of Mirrors)
• The Bottle of Perfume
• Candles
• The eye contact being made by the woman
• She is walking towards us
• The Jewellery

The Connotations of these are

• Gold
• The colour gold gives images of riches and wealth. It reminds us of King Midas, who had the power to turn everything he touched into gold, getting everything he ever wanted
• Woman
• The woman is making direct eye contact and walking towards us. The connotations here are that when you have the perfume, the woman continues to walk towards you.
• The Mirrors
• The connotations of the mirrors are vanity but also beauty.
• Candles
• Candles have connotations of hope and life