In class we did a textual analyses exercise with this advertisement:
Denotation (literal meaning) : people going about their day at a local train station
Connotation (cultural or 2nd order meaning) : urban jungle, (lion is in the certain of the photo, the photo has a very urban look about it), adventure (train station with no name and lion), pride (also a symbol of the lion), skin heads (working class) real experience (the photo is shot to be candid rather than posed it feels more truthful) phantoms (something scary and exciting)
Codes: Isn’t a place to go for luxury but rather adventure, This is a place to go for the working class man as an escape, people looking for a thrill rather than to sit poolside.
I was also able to come up with a lot of these analyses, because this image was shown in contrast to another advertisement which showed a father and son playing by the pool. It was from comparing the two images I was able to draw a lot of the adventure vs luxury, get away from the urban grind vs the urban lifestyle comparisons.