Media: Denotation & Connotation

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Denotation & Connotation

WaterAid Campaign

Denotation: The advert shows us a child who looks miserable and you can see low quality houses in the background.

Connotation: The WaterAid advert is moody and it's purpose is to guilt trip the audience into paying. You can see the WaterAid logo on the top left and a huge text below it which says "Dig toilets, not graves"

Analysis: This campaign is for individuals who do not have toilets which is a major health concern and it's to raise awareness about the issue. It is very efficient to have a child on the ad since it can make you feel a certain type of way.


Denotation: Bright red background with white bold text and the product on the right.

Connotation: The KFC Advert is created in a way to capture your attention, the bright red background and huge text which implies something exciting or important.

Analysis: The KFC brand is known for using red so this advert feels consistent and reinforces that brand recognition. The product displayed next to the text is the highlight, like it is the solution or answer to the cliff hanger type text and that text is a build-up to grab your attention.


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