Denotation and Connotation

 

Denotation: A lot of dull colours (brown,green etc..). The boy is staring straight into the camera. He's frowning and his head is slightly drooped.  Large, bold writing is used, it's written in white. Set in a sandy area. The logo is in the corner, the blue makes it stand out against the brown. The background is blurred out, the camera is focused on the boy and the writing.

Connotation/Analysis: The boy is staring into the camera in an attempt to connect with the consumer and make the target audience feel pity or guilt. He seems quite upset and annoyed. The dull colours don't grab the consumer's attention but the bold white letters get the audience's attention and it's the focal point of the advert. We can tell it's not set in the UK because of the sandy background with minimal greenery, it's more likely to be set in Africa. The white connotes pure and clean which suggests we should help make the environment better and do this by "Digging toilets. Not graves." The small logo in the corner means the focus isn't on the charity, they rely on the child to evoke sympathy and get the target audience to donate and volunteer with the charity. The browns suggest that he is living in dirty conditions and needs our help to improve the situation. The washed out blue on his t shirt indicates water but because it is washed out, it could mean there isn't a lot of clean water. The ''not graves'' suggest that without help, these people won't be able to afford the basic human requirements (e.g. clean water) and they could die. This leaves a lasting impact on the consumer and emphasises the importance of helping these charities.



Denotation: A lot of bright colours have been used, mostly blue and red. There is a large picture of Santa Claus and he is holding a bottle of coca cola with a green bow on it. The coca cola logo is in the corner and the tagline reads "Make someone happy". The background is empty and there are stars/sparkles coming out of the bottle.

Connotation: The red connotes Christmas which is usually associated with happiness and a time to celebrate. The blue suggests hydration and calm. By placing Santa Claus (symbol of christmas) in the centre, it draws people's attention to the figure. This is placed strategically to draw children's attention to it which could persuade them to buy it. The green bow tells us the drink is a gift to be enjoyed. The picture looks like he is handing the bottle to us, trying to get us to "take it"(buy the product). The producer is trying to make a connection with the consumer, this ad most probably would be released around wintertime. The man has a large grin which implies the drink will bring us happiness.