semiotics or semiology

Semiology means "the study of signs and symbols and their use or interpretation." This involves denotations and connotations.

Denotations are the literal meanings of things, whereas Connotations are the the underlying meanings of these, these meanings are subjective to the individual viewing.

For example the denotation of this would just be a red rose, a plant with a bright red flower, green leaves and a stem covered in thorns.

Connotations of these are often romance, with the thorns contrasting with the romantic image of the rose, symbolizing things like loss, pain and defense, suggesting things aren't always perfect. 

this is especially important in my music video, as the title of the song that I have chosen "Teddy Picker" means an arcade machine with a claw that gives you a chance of picking up a prize.

The denotations of these are used in Teddy Picker as a metaphor for picking out the best talent in the music industry, seemingly at random. Another possible denotation of these machines is the pay to win aspect, which relates to real life, where you get better opportunities in life if you have a lot of money to spend. Additionally, a denotation could simply be happy childhood memories from people who would play on these machines when they were younger.