Iconic denotation
   is only syntagm,
      associates elements without
         any system:

The discontinuous connotators
are connected, actualized, ‘spoken’
through the syntagm of the denotation,
the discontinuous world of symbols plunges
into the story of the denoted scene,
as though into a lustral bath of innocence.

-excerpt, Rhetoric of the Image, by Roland Barthes p. 283, pub. 1964

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First things first, what is a syntagm?

Answer: a linguistic unit consisting of a set of linguistic forms (phonemes, words, or phrases) that are in a sequential relationship to one another.  To express the definition in everyday terms, – a chain of words.

The chain of objects connected in the photograph, 1) the shape of space, obviously a room 2) a chair, as old as paintings found in Egyptian tomb paintings.  3) the circular, infinitely continuous vessel form, mimic of cupped palms.  4) and light, yes light, (applause for the light).  Without light there is no life, for life is illumination and vision.  Also closely related that infusion of energy felt as heat, protection from the vicissitudes of seasonal change.

These elements of denotation make the image natural, immediately persuasive, agreeable to the psyche of the viewer contemplating space, chair, and illuminated room.  The scene is natural, what-you-see-is-what-you-get.  Riding upon these associated elements as upon a carrier wave:  the connotators of green and red, colors associated with winter solstice, and the holidays of Christmas and New Year, the Christian and Pagan cultural overlays of life-together here in the West.  Additional connotators are the star symbols, referencing the star field of the milky way galaxy on a cold winters night, and of course the magisterial star of the Christmas story.  The tiny floating Christmas tree icons reference the old Norse midwinter pagan festival.  Finally, our attention is compelled by the tan surface of liquid coffee, hot, steaming (perhaps you can see the steam highlighted against the dark tan of chair) a libation connotating comfortable solitude as well as conviviality.

And there is the sole text, “Starbucks” displayed vertically against a conifer green background.  Is there any need to review the literary connotation of that text?

And so, by means of a photograph we dive headfirst into the story.