Denotation and connotation

WaterAid advert

Denotation

In this image, there is a young boy - wearing blue with a fierce facial expression. There is text in a huge font as well as a background of a wall.

Connotation

The text in the advert, being white, represents purity and innocence. The stereotype of Africa is that there is a water shortage in Africa. The facial expression of the boy connotes a fierce yet sorrowful and is the focal point of the image - this is shown as the background is blurred. The WaterAid logo - with a drop of water before the text at the top left of advert suggests that it is a charity which is raising money to help communities have access to clean water.

Analysis

The text in the advert, 'Dig toilets' 'Not graves', suggests the charity want the audience to donate money to be able to dig toilets for the less fortunate then dig graves for those who are victims of water scarcity who may potentially to die because they can't access clean water. The use of the text encourages the audience to feel sympathetic and guilty towards the impoverished and acknowledge their privileges. The advert reinforces the idea of charity advertisement conventions by imputing a young boy from an underdeveloped country to model for the unfortunate in a 'dry' African environment which is lacking water.

Denotation

In this advert, we can denote that there is a Weetabix box as the focal point for this image. There is also large text positioned beside the Weetabix product. The two main colours being used in this advert are bright yellow and dark blue.

Connotation

The yellow in the advert may connote warmth and energy as it is the colour of the sun. The Weetabix slogan may also encourage viewers that in order to start your day off right you need to have Weetabix.  The wheat shown on the box can also reference what Weetabix is to its audience. 

Analysis

The light beaming behind the box may also indicate the sun and its radiance. This may also be referencing breakfast as the sun rises in the morning. The slogan is also interacting with the audience by using humour and a rhetorical question.