Semiotic is a study that involves signs, therefore created a lot of hidden meanings for us to discover. These hidden meanings can go very deep depending on our imaginations and perceptions towards the subject.

Connotations

When we look at the word 'Harley Davidson', the first thing that comes out from our mind is the image of a classic american motorcycle. Here, the word 'Harley Davidson itself is a signifier, the image of a motorcycle is the signified, but if we look for further meaning from the signified (motorcycle), this is where the connotation comes. In this case the connotations of 'Harley Davidson' is the representation of freedom and destiny.

Connotation is the secondary meanings of signs, the meaning is captured from the first meaning of the subjects. Connotations can be considered as 'hidden meaning' as they are hidden from another meaning and we have to go deep into the subject to find them.

The effect of connotation towards people can be easily seen. In the world of advertising, the company would usually have their own theme and attitude to be shown towards consumers, for example Hugo Boss gives us the the idea of masculine and stylish looking men, this is the connotation shown by the company to attract people to their idea thus made them buy the product.



Narratives


A lot of time when we see a single image, it tells the story as a whole. This is narrative. Narrative is basically a story that is created is a constructive format, it can be in a form of image, film, writing, and a lot more.



For example from the picture of 'ketupat' above, the first thing will come out from our mind is the celebration of Hari Raya in the Malay culture. Just from the picture of ketupat, our minds automatically generates the image of friends and relatives enjoying and celebrating the festive together.

This is what narratives mean, it tell stories from any form of work.



Myths


According to Roland Barthes, myth is a suggestion of beliefs which are demonstrably false. Myth is a complex cluster of connotations frequently associated with an repeated story. So, myth is an idea that most people believe that it is true and possible due to the influence of what they see everyday. Media does influence a lot in creating myth towards people, this is because people are most attracted to the media and they will get used to the things that are shown to them although it is not proven whether it is true.



For example, it is believed that Isaac Newton, a physicist who discover gravity, was hit by an apple when he was sitting under a tree. This occasion is hardly true as they are no strong source that saying this has ever happened, and yet people are very familiar with the myth that it is almost considered as fact.

Myth are also very widely spread from movies, for example we are used to believe that an oil tank from a car will explode when somebody shoots at it, in fact it has been tested by professionals that the bullet will not blow up the tank that easily. So, it is true that myths does affect the way people think and act.