Semiotics is the discovery of signs and symbols and their use or interpretations. Denotations and connotations are used in the film industry especially in posters to allow the public as to what the film could be about. In this poster the denotations that you can see are the overpowering image of the shark at the bottom of the poster gradually getting closer to the clueless swimmer above. The connotations of this poster is the red colour for the word 'Jaws'. The bold red colour makes you think of a dangerous situations as the colour red is linked with anger and devastation. whilst the blue ocean links to the swimmer as blue is a calm colour which relates to the swimmer being calm in the water.