Denotative, connotative, and myth in Disney live action movie posters

Azani, Marsha Ayu Siti (2025) Denotative, connotative, and myth in Disney live action movie posters. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

This study aims to analyze the denotative, connotative, and mythical meanings contained in Disney live-action movie posters using Roland Barthes' semiotic approach. The method used is descriptive qualitative, focusing on 16 Disney live-action movie posters adapted from animated movies. The analysis includes an explanation of various elements in the posters, such as typography, objects, characters, production logos, release dates, and other visual elements, to identify the denotative, connotative, and mythical meanings that play a role in conveying messages and cultural values. Based on the research findings, out of the 16 posters, there were 54 objects whose denotative, connotative, and mythical meanings were analyzed. The results showed that all objects had denotative and connotative meanings, while only 46 objects contained mythical meanings. This is because denotative and connotative meanings are the foundational meanings in understanding images and visual narratives, so they always appear. Conversely, mythical meaning only emerges when an object represents specific cultural values or ideologies, and thus is not present in all objects. Overall, this study demonstrates that Disney live-action movie posters serve not only as promotional media but also as visual communication tools that convey cultural messages and ideologies to a broad audience through the use of signs and symbols.

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