Denotation and connotation

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Denotation: the literal meaning of something
E.g. A rose is a garden plant

Connotation: the suggestion behind this literal meaning (reading between the lines)
E.g .The rose suggests romance and love.


Denotation: the literal meaning of something
E.g. A rose is a garden plant

Connotation: the suggestion behind this literal meaning (reading between the lines)
E.g .The rose suggests romance and love.






Denotation: There is some text with colourful streams behind each letter set around a pack shot of the product itself. The background appears to be sky.

Connotation: The advert builds on the slogan for Skittles ‘Taste the rainbow’. The connotation of the colour suggests that Skittles are joyful, fun and will provide a positive experience for the audience. The colours are vibrant and the sky in the background creates connotations of flying – this suggests to the audience that this is an exciting product. 


Analysis: The advert helps the audience understand the product as the colours reflect the actual Skittles themselves. In addition, the text across the top of the advert (referring to a ‘punch in the mouth’) uses humour to connect with the audience and suggests the brand doesn’t take itself too seriously. This adds to the positive, happy brand values that are suggested by the construction of the advert.







Denotation: There is a young boy, he look very sad there's a stone wall behind him and the font is very basic, not colourful or appealing. His shirt look quite old and dirty.

Connotation : The young boy is very sad and melancholy, it makes you feel sympathy towards him. He is weak and innocent, he didn't get the choice to live in those conditions and it shows his vulnerability.

Analysis : This advert is to try spread more awareness of the shortage of water these children have and the bad living conditions they are in, and hopefully raise money too. The line "Dig toilets not graves" is very meaningful and true, it feels as if more graves are bing dug that toilets, baths etc. if the people who don't have these things had it, they would become much more happier and wouldn't have to talk so negatively.









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