semiotic theories

• We actively create meaning by decoding signs 
• Semiology is the science of these signs 
• Ferdinand de Saussure suggested SIGNS are a combination of the SIGNIFIER (e.g. the image/gesture/word) and the SIGNIFIED (e.g. what we assume it means once we have interpreted it)

• Denotation 

The literal meaning of the sign (e.g. a man gives a woman a diamond ring)

• Connotation

The meaning attached to the sign (e.g. the ring connotes love, engagement, wealth)

• Symbol

A sign that stands for something - it must be culturally learned (e.g. our understanding of the significance of a man getting a women a diamond ring)

In this poster it shows Harry Potter and his fans standing tall and staring into the camera, this connotes that they're being rebellious which links with the word rebellion on the poster. It also tells the audience who the main character is as he is in the centre and the other main characters in the front of the shot.  The light in the background shows the audience that the darkness is winning, but that their is still light left.