An advertisement is effective if it has passed on the linguistic message, denoted image and connotation image to the viewer. (Thesis)
Here an advertisement printed in 2010 by Monsanto is analyzed for its linguistic message, denoted image and connoted image. The advertisement is of a middle aged African American who is standing with a field and harvester in his background. The advertisement has some texts too. The linguistic message , connoted image and denoted image can be thus further analyzed as follows;
The text on the advertisement has some deep messages. The text projected on image directly gives a connotation to the image. There are two texts written on the image. One placed on the farmer’s shoulder and says, “America’s farmers grow America.” This gives out a connoted message that has been developed non-verbally. The phrase accentuates the farmer for his work and uses agricultural terms. The placement of the text also depicts conciseness. This connotation signifies the consciousness of the farmer. The other “Thanks a Million. Make that 11 million. Thanks to advanced farming practices, America’s farmers reduced their CO2 emissions 11 million tons in one year. That’s the same amount produced by 1 million SUVs. Few industries have shown such respect for the environment.”Now a new connotation is implied where the farmer is symbol of environmentally sound practices. He is also a symbol of industry. However the ad also gives out a connoted image.
The connoted message in the advertisement is explicit in nature. According to (Chan) “Conversely, the connoted message is the culturally-laden text with its appeal to the writing and rhetoric of the photograph”. This ad shows a middle aged African American man standing in forefront with a field as the background. The man is looking to the distance with his head up and has an expression of thoughtfulness on his face. Over his shoulder a piece of machinery which is a harvester is