The bread is done
Signified Signifier
Table 2.6 Example of Indexical non-verbal sign
2.3.1.2 Denotative and Connotative Signified
According to Chandler 2007:137, 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 signified: a denotative signified and a connotative signified. Meaning includes both denotation and connotation.
Denotation tends to be described as the definitional, literal, obvious or common-sense meaning of a sign. In the case of linguistic signs, the denotative meaning is what the dictionary
attempts to provide. The term „connotation‟ is used to refer to the socio-cultural and „personal‟
associations ideological, emotional, etc. of the sign. These are typically related to the interpreter‟s class, age, gender, and ethnicity.
Connotation is thus context dependent. Signs are mor e „polysemic‟ – more open to
interpretation – in their connotations than their denotations. Denotation is sometimes regarded as
a digital code and connotation as an analogue code Wilden 1987, 224. Based on Chandler 2007: 137, the definition of denotative signified and connotative
signified is as follows:
1. Denotative signified is the factual and objective notion of a sign which is the natural
attributes possessed by a sign. 2.
Connotative signified is the value of a sign beyond its denotative meaning which reveal the socio-cultural or personal association toward a sign including attitude
emotions, and feelings. According to Barthes 1974: 9 denotation is just another connotation. From such a
perspective, denotation can be seen as no more of a natural meaning than is connotation but rather as a process of naturalization. Such a process leads to the powerful illusion that denotation
is a purely literal and universal meaning which is not at all ideological, and indeed that those connotations which seem most obvious
to individual interpreters are just as natural.
2.3.2 Theory of Meaning
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