Denotations and Connotations


The WaterAid advert communicates meaning to an audience using powerful symbolic media codes. The symbol of the child's serious and focused expression is used to draw the audience's attention to the importance of the issue that this advert is trying to voice. The use of the written code 'Dig toilets Not graves' anchors the severity of the situation as the word 'graves' suggests that access to toilets is not just a convenience but a matter of survival. The imagery of the blurred out background of a shabby house creates empathy in the audience and a motivation to help those who are targeted by global inequality. The producer's message is used to increase awareness of sanitation issues and encourage the audience to support the charity's mission.




The Pringles Christmas advert communicates meaning to the audience using festive symbolic media codes. The symbol of a Christmas tree constructed from glowing lights and spiralling Pringles chips is used to draw the audience in by creating the idea that Pringles are part of the holiday fun. The use of the written code 'Pringle Bells, Pringle Bells!' anchors the joyful theme, using a humorous twist on a well-known Christmas song to create a memorable message. The imagery o the glowing star made of chips at the top of the tree creates excitement in the audience and a desire to buy Pringles for festive gatherings. The producer's message is used to create a positive association between Pringles and Christmas, showing that the snack is perfect for sharing and invites the audience to include Pringles as part of their holiday traditions.

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