Denotation and connotation

 Denotation and connotation

Point: The Water Aid adverts point is to get people to donate to the charity and make people feel bad for the child that is the face of the advert. The charity is helping to dig toilets for the child and the people in his area / country so that more people survive and don't die a dirty death, hence the slogan, "Dig toilets, not graves" perhaps stating that if more toilets are built, less will die.

Evidence: Evidence to this claim that if more toilets are built less will die is shown since if we research many countries all over the world that the charity company allegedly helps such as: Bangladesh, Rwanda, Malawi, Burkina Faso and Colombia so all over the world.

Terminology: The company uses a slogan in a specific font that looks like it could be etched out by a young child with a white piece of chalk and the ground, giving us that feeling that the child standing before us had just wrote that and is pleading for our help, the slogan is placed there with that exact font to make the audience feel bad for the child, to make sure that we donate using all these psychological tricks.

Analysis: Overall, the advert is specifically aimed at weak individuals who have a weak mind and are subject to psychological tricks to be played on their mind. People who an be taken control of, possessed, easily. The background of the photograph is blurred to make sure the audience focus on the subject in front of them and to feel bad as the child as the fae of the photograph hence why the main face must be a child, most people have soft spots for children and are therefore more likely to donate for the cause and helping of a child's life.

Point: The point of the Cadbury advert is to make sure that the audience sees the product and buys it for their own consumption, to expose it to more people such as friends and family, aka the secondary audience.

Evidence: We can infer that the point of the advert is to get customers to buy, consume it and expose it further to more people (the secondary audience). We can infer this because many companies to this as a cycle almost a loop of never ending consumption and it maximizes the companies revenue that keeps skyrocketing up and up... 

Terminology: The massive words on the advert read, "CADBURY, Deliciously Creamy" most likely keeping Cadbury in all caps to state to the consumer that it is all their product, they try to make sure the customer remembers their name to expose it out to future customers, their loved ones, friends and family. The advert also uses ridiculously bright colours possibly to advertise to children so it sticks more since children are known to have much more impressionable minds at their young ages and they can pitch the idea of this delicious, rich and creamy milk chocolate Cadbury to their parents and annoy them with that idea to the point of buying.

Analysis: Overall the advert is meant to target all ages but mainly children due to their more impressionable minds, the bright colours make it incredibly appeasing to the young mind but horrible to look at for the tired adult brain. The use of a massive cartoony representation of the fake chocolate bar could give children the impression that the one shown in the advert is the real size. The cartoony like look of the advert is done on purpose to drag children in as if it were a fun cartoon like the shows you see on television.