Denotation & Connotation blog

 Denotation & Connotation blog tasks: advert analysis

1) Write an analysis of the WaterAid advert above using denotation, connotation and analysis. What can you see? What are the deeper meanings in the advert? What does the advert communicate to the audience? How might an audience react after seeing the advert?

Denotation

This printed WaterAid advertisement consists of a kid (symbolic code). It also features a hot and dry background (technical code) WaterAid logo (symbolic code) and finally a slogan which says ''Dig toilets Not graves'' (written code)

Connotation

The slogan ''Dig toilets Not graves'' shows that this is a charitable advertisement which means that it's target audience is everyone as anyone can donate to it. The connotation of putting the website name on the top left  shows what company's advertisement it is and it may also encourage you to search it up and donate to it but it doesn't have any links that directly leads it's audience to the website.

Analysis

The deliberate choice of a dry background could imply that these people are in a lot more in need for water than just toilets, historically an advert for charity can have no target audience as everyone can donate to it but the choice of just putting toilet in the advert's slogan may make some people not interested as the money  the people want to donate may be intended to go to fresh drinkable water.

2) Now choose your own choice of advert from Google images. Save it to your documents, insert it into your blogpost and write an analysis using denotation and connotation, explaining what the advert is communicating to the audience.

Denotation

This printed Nike advertisement consists of a football boot (symbolic code). It also features black and red background (technical code) Nike logo (symbolic code) and finally a slogan which says ''Unmeasurable speed'' (written code)

Connotation

The slogan ''Unmeasurable speed'' shows that this is a football boot advertisement which means that it's target audience is mainly males who are CR7 fans but it could be also directed to females because of the red or pinkish colour. The connotation of putting the website name on the top left shows what company's advertisement it is and how reputable the company is which it may also encourage you to buy the product, but it doesn't have any links that directly leads it's audience to the website or product.

Analysis

The deliberate choice of a black and red background with CR7 on it could imply that these boots will give you an advantage in a game and could potentially boost your abilities such as speed, power and more capability. historically an advert for football boots would have a target audience of ages to 8 - 20 and is for football fans especially CR7 fans but the choice of just putting "Unmeasurable speed" in the advert's slogan may make some people not interested as they might not be looking for only speed but more capabilities such as shot power better shoes quality etc.

Extension: Print advert research

Read this design blog on some of the best print adverts of all time. Choose one advert that you feel is particularly powerful in terms of its use of connotations and analyse why it is so successful