denotation/connotation example

In this example of a familiar Malboro ad the image of the cowboy denotes "cowboy," just as the image of the hat denotes "hat," or the image of the horse denotes "horse." The entire image, however, is clearly composed in order to evoke readily and strongly felt connotations of American masculinity, proud individualism, a confident and potent mastery of nature, etc.—connotations which these ads have long been associating (in the hearts and minds of the audience) with the Malboro brand of cigarettes.