ABSTRACT
In his Elements of Semiology, Roland Barthes made reference to the term "connotateur". This chapter offers a detailed analysis of connotateurs and the meaning transfer triggered by connotateurs. The signifier of a connotative signification can consist of several denotative correlations, that is, a number of signs. A single connotateur may be a combination of signs that have been denotatively signified, as long as this connotateur possesses a single signified within the framework of the connotative signification. Many images as presented in modern-day advertising contain such connotateurs, of which the advertisement of the perfume Chanel No. 5 is a case in point. A new signified (C3) immediately came into being – that in the vicious competition for dominance and hegemony in space, "human lives are wasted" and "the right to existence of human individuals has been victimized by technology and politics.".
