Iconography & Codes & Conventions

We see iconography as part of genre, and particularly film genre. It is quite a complex concept, that informs image analysis and the decon-struction of genre. In other words it is discussing imagery as iconography in this way implies a critical "reading" of imagery that often attempts to explore social and cultural values within a soap.

Iconography is also used within film to describe the visual language of cinema, particularly within the field of genre and the codes and conventions within that genre.Film producers use images that belong to the iconography of the genre to excite audience expectations, and to show that the film is within a certain genre. If you wanted to see a comfortable Rom-com you would go and see a film like 'What happens in vegas' as the iconography of the film poster connotes is a romantic comedy, specially as it is staring well known comedic actors. The body language and actions of the characters again suggest the specific genre.The lighting and colours on the film poster again suggests it is a 'bright, happy, cheerful and humourous' Rom-com movie. On the other hand if you didn't want to see a Rom-com you would not go and see Prom Night, as the iconography suggests the genre is a ' high school horror'. Denotation tends to be described as the definitional and literal 'obvious' meaning of a sign or image. Its literally what we see. However Connotation is what it means or suggests. For example the denotations for the Prom Night poster is a young female who seems to be screaming, with a prom crown slanted across her face and the font is in a shadowed red. This is what we literally see within the poster. However the connotations is that the main characters or victim is the young girl, the screaming connotes she is scared and afraid and possible in danger. The slanted crown suggests she is being pushed around and attacked, it also connotes the 'prom queen' is the main victim, the red shadowed font connotes a mysterious and creepy atmosphere, whilst the red symbolises blood.

However in soaps such as Coronation Street the opening credits in iconography connote the specific genre, setting, atmosphere etc. For example the opening credits in The opening credits to coronation street in 1969 has the denotations of dark, gloomy,miserable,black and white and dull atmosphere, which rows of rooftops etc. This then connotes a variety of things, for example it suggest there's no glamour what so ever in this soap opera, the fact there are drape northern houses codifies the economic status. Also the musky and old appearance gives the impression that the area is not cared for, its back in time with the old pavements which seem to be unmaintained. The opening credits also connotes the class, style and economic state of coronation street at this particular time. the opening credits are incredibly dull, grim, musty and boring. The shots are extremely static and show no movement or feeling at all. The shots immediately go into showing the rows of tight houses,lined up next to each other which all look old and washed out with musky colours, also the houses are all identical which seems to be never ending. This connotes that the everyone is the same, there is no individuality that every ones "dull and boring" which isn't necessarily true but this is what the credits suggests. It also shows the economic state, with the run down roof tops which shows class and status, with there being no sense of glamour, life or colour. In this case the colours are dirty, musky, dull, boring and miserable ( navy,dark green, grey,black,brown etc). Also the fact that there is no one in the credits suggests there is no life to the street, no lively, exciting good-feeling atmosphere.

In contrast to the 2011 credit of Coronation Street which gives a whole different atmosphere and outlook than before. Firstly the colour pallet is bright, romantic and vibrant which connotes Coronation street is a "happy and welcoming" place which gives a positive feeling to the audience. Camera movements used are tilting, panning, crane shots to show a variety of different parts of the street at different angles. Editing such as CGI (the pigeon, last shot) are used to connote the soap is more advanced and technical. Each shot had specific things in and out of focus to suggest important props/parts, also every shot had edited in sunlight to again make the whole credits look brighter and happier. This is used to connote Corrie is a welcoming and friendly place.There are people in the 2011 opening credits compared to there being none in the 1961 and 1979 this again show its a lively, sociable and busy place.