Semiology

Semiology is way in which some people try to discover the various meanings created for their audience. This includes denotation, connotation, context and anchorage.

Denotation: The literal meaning of a text. E.g. the actual items/people/colours etc in a text.
Connotation: The feelings that the componants in a text suggest. E.g. the colour red suggests anger, danger or love (depending on the context).

Context: The circumstances that form the settings for a text and how it can be fully understood and assessed. E.g. red on a warning sign shows danger, but red on a loveheart shows love.

Anchorage: The function of a piece of accompanying wording to a media text. E.g. a caption along with an image on a poster.

Anchorage can have a big impact on the connotations of a text, so much so that the slighest change in the wording of a caption to an image for a poster can drastically change the whole meaning of the text.

Denotation: A dirty-faced boy, with glasses and a scar on his forehead has red lighting on his face. Clouds and a building in the background.

Connotation: He's 'dirty-faced' has a scar possibly from a battle/conflict, the red lights on his face could represent blood.

Context: Because we are aware that this famous face is Harry Potter, we can presume our connotations are still true.

Anchorage: The current caption is 'IT ALL ENDS 7.15'. If we changed this to 'I think I need a shower', there would be a totally different effect created.