Denotation and Connotation

In this advert for WaterAid, the boy staring into the camera denotes he is thirsty for water in an area with no or dirty water. The slogan “dig toilets, not graves” connotes the idea of building toilets for use in poor places such as Africa and Asia where there is little to no water available, instead of digging graves for people who have died from water diseases, it also shows the idea of prevention instead of death and leaving the issue alone. This appeals to audiences who have money to donate for charity. The slogan in a large font and charity name at the top left, which would be usual for a charity poster. The use of the boy and background creates a sense of remorse to the viewer seeing that children are suffering due to a lack of water, prompting them to donate money to help them.

In this advert for Avanti West Coast, there is a turtle in roller-skates using a computer reading a news website about rising fuel costs. A connotation is the computer screen and slogan tells the audience to take the train in order to avoid high fuel cost and constantly refilling their car, as a cheaper and easier option to driving. It also makes the train journey seem as a calm work enviroment. Another connotation is the turtle in roller skates. Turtles are known to be slow animals, and the turtle wearing roller skates on a train seat implying the trains are meant to be a faster and more efficient option than to driving, it also represents people being tired to drive their cars so they would prefer to take the train. This appeals to audiences who are travelling long journeys and who do not want to pay for constant fuel refills. The slogan "fed up with filling up?" uses alliteration and repetition to get the readers attention. The colour scheme matches the logo, and the text in orange and largely written against the green background makes it stands out and easier to read for the viewer. 

v