Applying Barthes to commercial print advertising

Understanding Roland Barthes’ Semiotics Theory

Semiotics is a sub-field of linguistics introduced by Ferdinand Saussure and further developed by Roland Barthes. It is the study of signs and symbols, and their use and interpretation in communication.
Roland Barthes, was a French literary theorist and semiotician who emphasised that the meaning of a sign doesn’t solely rely on the conceptual or denotative relation, but also on the social and cultural contexts, called connotations.
He differentiated between two levels of signification in texts - the denotative level, which is the literal, obvious meaning of a sign, and the second, deeper level of connotation.

Applying Barthes to Commercial Print Advertising

Advertisements are full of signs and symbols, and understanding their denotational and connotational meanings can provide insights into the advert’s intended messages.
On the denotative level, an advertisement may depict an image of a product, a person, or a scene. This is the most immediate and obvious level of signification.
On the connotative level, these signs generally hold additional, coded meanings that can trigger deeper emotional or cultural responses.
Barthes coined the term ‘myth’ to explain these additional layers of meaning. He suggests that certain signs become naturalised within a culture, so that their added connotative meanings are almost universally understood.

The Use of Denotation and Connotation in Advertising

A successful advertisement should clearly convey the denotative message so that the audience can immediately understand what the product or service being advertised is.
The connotative message goes beyond the literal message. For example, an advertisement for a car might connote freedom, mobility, status, power, or progress.
A print advertisement may include various elements such as images, text, colour, layout, all of these include signs that work at both denotative and connotative levels.

Analysing Print Advertisements Using Barthes’ Semiotics Theory

In analysing a print advertisement, begin by identifying the denotative signs and their literal meanings.
Then identify the connotative signs, and consider what additional meanings these signs might carry within a cultural context.
Reflect on the intended effects the advertiser might be aiming for by using these signs, and how they might help to sell the product or service.
Don’t forget to consider how myths might be involved. What are the commonly held beliefs or values that might be invoked by these signs?

Note: To robustly examine and understand the layered meanings within print advertisements, it’s essential to practice analysing real-life print ads with an eye for both denotative and connotative elements.