Denotation: There is an upset boy with a shirt that, looks like its been patched up with different materials, who is standing next to a stone wall. Next to the boy, on the wall there is a white texts that reads "Dig toilets not graves." and above it in a smaller size is the Charities logo a blue water droplet and the name of the charity "water." (in white) and "Aid." (in blue). In the blurred background there is a house.
Connotation: The connotation of the colour white in the text "Dig toilets not graves." could suggest cleanliness and good hygiene which contrasts the brown colour of the wall behind it which could represent dirtiness and grime. The word "Aid" in light blue can be connected to water and it can suggest health. The fact that the shirt is patched up with different materials show how the boy or his family maybe cannot afford to replace a ripped shirt which is why it has been fixed instead which would make the audience feel sorry for the boy because most of the people seeing the advert would be in a better financial situation than the boy in the photo and therefore they would be more inclined to donate and they feel more grateful for what they have.
Analysis: This advert helps the audience to understand how people live in poor conditions and is maybe raising awareness of the basic things that they need and why we should donate to the Charity. The fact that the boy is sad in the advert would cause people to feel sympathetic towards him.
Denotation: A woman wearing a red top with blue jeans and a grey jacket, who is holding a basket full of goods in one hand and a Tesco Clubcard held high in the other hand. She is next to the slogan of Tesco Clubcard which is "the power to lower prices."
Connotation: The stance she is in and the fact that she is holding the Clubcard higher than everything else and it has a white glow around it signifies that it is the main focus of the advert and also it gives the card a sense of glory. Blue is often seen as Calmness or serenity so the fact that the Clubcard itself is in blue shows how by using the club card you will no longer have to stress about the high prices of your shop at Tesco and it offers a sense of stability and this is very convenient to those who want to spend less on the things they buy on a day to day basis.
Analysis: The advert shows the audience the idea that those who posses the Clubcard have more control over how much they spend and the things they buy than those who don't own a Clubcard, Moreover the slogan "The power to lower prices." shows that people could spend less money on the things they buy daily furthermore it encourages them to buy a Clubcard as it is seen as something of great ability and potential.
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