SofiaUnplugged

Our interpretations of images and media pieces are perceived differently as we our past experiences influence our perspectives. When I look at interpretations or representations, I look at the literal image to try and decipher what the advertisement/media is trying to portray. Denotation influences how I understand the images message and encoding. 

(image found on google) 

Before reading the text on the advertisement above, looking at the image my initial denotation depicts that the advertisement is inviting audiences to join a group to protest a matter. The symbolism of the torches and arm gestures pointing forwards further leads me to believe they are walking towards something to protest. Through learning history in high school and having attended protests in the past, I know that people no longer use torches to project their opinions. Therefore, this led me to my second denotation of the image being that the group have a passion for old methods aka the torches.  

From doing some of my own research I discovered that the company Equinox did not relate to either denotation I predicted. Therefore, leading to the theory that Equinox did not have the connotation intended for audiences. “Connotation and denotation are often described in terms of levels of representation or levels of meaning.” (Chandler 2021). Denotation is the obvious meaning of a sign whereas connotation is the personal associations with the sign. Therefore, with this sign, the signified is influenced by an individual’s personal previous experiences to define their understanding of signage. People have had different understandings of connotation and denotation throughout time relating them to different topics depending on their background of knowledge. “Valentin Voloshinov insisted that no strict division can be made between denotation and connotation because ‘referential meaning is moulded by evaluation… meaning is always permeated with value judgement’” (Chandler 2021)  

Equinox is an American fitness company promoting “Elite Training. Unbeatable Results.” (Equinox 2024). With this, the text on the image “commit to something” becomes more understandable being in the correct context. The text inspires the public to ‘commit’ to training at one of their gym sites throughout the U.S, therefore promoting a healthy lifestyle. This representation is beneficial to many as the U.S has one of the highest obesity rates in the world, so having more advertisements for glamourising a healthy lifestyle is beneficial.  

This advertisement sign might be obvious to some audiences, although, I believe the image easily be misread as it does not obviously signify a gym environment or relate to other typical gym advertisements. Their image connotates that people should commit to going to fitness by symbolising people saluting and standing together for their passion.  

The encoded message can be read in so many different ways by people from different lifestyles, but at first glance I personally would never have denotated that the image was promoting a gym. This doesn’t mean that my opinion is wrong however, it is just how I perceived the image from personal experiences I have endured in the past.  

Reference list 

Chandler, D 2019, Semiotics for Beginners: Denotation, Connotation and Myth, Visual-memory.co.uk. 

Equinox 2017, Equinox Unveils 2017 ‘Commit to Something’ Campaign; Confronts Bold Issues Rarely Explored in Advertising, www.prnewswire.com. 

― 2019, Fitness Clubs, Luxury Gym, Workout Clubs – Equinox, Equinox.com.