Denotation and connotation

 

Denotation:

There is a child sitting on a chair with a solemn expression on their face, with white-coloured text beside them. The background is a blurred image of what seems to be a shack or a slum house.

Connotation:

The advert conveys the phrase 'Dig toilets, Not graves'. The colour of the text is plain white which shows that the focus of this advert is a serious matter, and for the audience to learn about and raise awareness on. The background shows the state that some people in poorer areas of the world have to live in, sheds light on this topic that desperately needs to be spoken on, and portrays the hardships people in developing countries have to undergo.

Analysis:

The advert helps the audience understand the severities going on in these parts of the world- for example not having enough drinking water and having to consume contaminated water which could lead to many types of diseases, some even life-threatening. Also, the text 'Dig toilets, Not graves' could mean to provide clean toilets and utilities for the people in need of them to help stop the spread of illnesses; especially those of which could lead to death. The advert includes a picture of a helpless child to make the audience sympathize and get involved with this cause, along with aiding children and adults just like him.

Denotation:

There is colourful text shooting out of a chocolate box with an assortment of chocolates revolving around it. The background appears to be a deep red.

Connotation:

The advert displays the phrase 'A selection of the biggest names in chocolate in miniature'. It's in a dark blue colour which compliments the red well, and it's shadowed by a glow effect that makes it stand out more. The connotations of the "Celebrations" text suggests that it's shown as a shooting star, which leads to many different meanings, like the saying "wish upon a shooting star". This implies that these chocolates are a must-have treat, which makes the audience want to purchase and try it more than they would do already. There are a variety of chocolates surrounding the box with sparks shooting out of them, making it look like one big firework. This adds a more exciting and joyful effect to the product.

Analysis:

This advert captivates the audience with the amount of colours and vibrant display, and it causes them to want to have them even more. Additionally, the phrase "A selection of the biggest names in chocolate in miniature" could make the product sell more as it's world-favourite chocolates all sold in one box. As well as its pleasing design, this is also a huge reason that some may buy this. It shows that not only is it a fun product, but it also includes a wide range of selections to choose from which could prove convenient to many.