Barrett (2003): Interpreting Visual Culture-

When looking at a visual image one can identify at least three separate parts:
“the linguistic message, the denoted image, and the connoted image.”(Barrett)
The denoted image is made up of what is actually being seen devoid of any emotion or attitude, whereas the connoted image is the subjective experience or the emotional and imaginative ideas we associate with the image. Denotations and connotations are always present in both visual and verbal communication. The linguistic message is the written word, or words within the image. Like the image, these literal words can have denoted and connoted meanings too.
Within a piece of visual communication, such as an ad or the cover of a magazine, there can be various messages and meanings. Stereotypes are usually used in media to aid in interpreting the message of the visual image. Although stereotypes are untrue, or half-truths developed by fear or hatred, they are known and easily recognized.

The artist Michael Ray Charles uses stereotypes of African-American culture in his work, Cut and Paste, 1994. 

One can connote that the figure is a stereotyped African-American with specific objects surrounding the figure. Each object, whether a positive or a negative, promotes a stereotype about African-Americans. 

Depending on a person’s library of knowledge they are able to decipher certain items, yet some people are unable to make sense of them all because their knowledge is limited. Although their knowledge is limited people of every age can interpret the messages around them. In the article Barrett leads a group of preschoolers in a discussion about their teddy bears.

They were able to come to the conclusion that although real bears are large, scary, have big teeth, and sometimes eat people that their personal teddy bears are small, soft, and are used to cuddle and comfort.


I found this Video when searching for pictures of teddy bears and it reminded me of this reading. Can you interpret this video using connotations and denotations?

• What are some stereotypes used to describe your own culture?
• What ads “speak” to you, and why do you think they do? Are they using a certain image or word that is geared to your culture?