Reading Words and Images

Anchorage is used to describe the ‘relay’ between words and visuals where text and image stand in a complementary relationship. In our visual culture and media, it is rare that images and words are not placed together for example graphic design webpages or comic books. 

Types of Anchorage

- Word specific: words (either text or verbal) providing all or most of the information needed to decode an image.
- Image specific: Images providing all or most of the information needed to decode a message.
- Dual message: words and images communicating the same message either in tone or content (amplified design).
- Interdependent/convergent: Words and images working together whilst also contributing information independently to convey an idea that neither could do alone.
- Parallel/divergent: words and images appear to follow different paths and/or communicate ideas that do not seem to intersect.

Denotation vs Connotation

- Denotation: This is the primary meaning, the most immediate reading of a sign. It is a literal deduction that reflects broad opinion or consensus. 
- Connotation: This is the secondary reading, for example a reader/viewer may pick up on style, mode of production, medium and materials, plane of expression, or abstraction.