Denotation and Connotation

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 Denotation and Connotation

Water Aid Advert


Denotations: We can see a child looking at the camera in a quite upset way, wearing a worn shirt. In the background of the picture we can see a village or town. The wall beside the boy has been used to show the message of the advert, 'Dig toilets, not graves'. 

Connotations: A non-verbal (symbolic) code might be the way the boy is sitting, rather slouched with a frown on his face. This might convey to the audience that he is in need or upset because he does not have money or water. In addition, the colours used in the background are quite dull and boring, maybe to contrast with the white of the text or symbolise a lack of water or joy which might have otherwise been found in colours and colourful images. Also, the background may imply that the child or people living there might be in a second or third-world country that is not as modern or developed as others. 

Analysis: The text might make the audience feel pity for the boy as the slogan symbolises death and unhappiness which would be as a result of lack of basic things such as water. In addition, the frowning child might be a reason for them to donate to get the child water. Perhaps the slogan may also be intended to make the audience feel unhappy, too, and want to change something. The text may also be used to capture the audience's attention with the bold, striking words. 



Mars Advert


Denotations: We can see a pack shot of the Mars bar in the centre in front of a plain black background. There is the inside of part of the chocolate bar shown, along with the words 'Work Rest Play' written in gold underneath in big, bold writing. 

Connotations: In the advert, the technical code of the big black background contrasts the delicious chocolate bar, representing mundane nothingness against exquisite flavourful chocolate. Also, the chocolate bar has been presented showing the caramel and the layer of chocolate in the bar. This may have been done to tempt the consumer into eating or buying it. in addition, the gold lettering may have been used to represent luxury or good quality cocoa. This could make the consumer perceive the chocolate bar as worth more than others and be more likely to buy it. 

Analysis: The written code 'Work Rest Play' may represent to the consumer that you can eat the chocolate bar whenever you would like to, regardless of what you are doing. Furthermore, the black background may have been used to make the chocolate bar pop and make it look much more spectacular and vibrant. The Mars bar has been presented at a sideways angle to make the colours stand out evermore effectively against the black background. 










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