- A word has a literal meaning (denotation) e.g. rose
- Beyond this, it may have a symbolic or cultural meaning (connotation) e.g. romance, true love
- Meaning includes both denotation and connotation
Barthes gives us the example of the advertisement for Panzani tinned and dried products as an example of how imagery can create a barrage of persuasive meanings through connotation. How does this text persuade the consumer that Panzani products are an essential ingredient in natural, wholesome, fresh and home-made Italian cooking?
