Advert Analysis: Denotation and Connotation

Denotation:

In this advert there is a sandy background on the right and a boy with a serious face wearing worn out clothes on the left. There is also a house on the right hand side of the picture and text that appears to be fading positioned in the centre left reading, 'Dig toilet Not graves' there's also the WaterAid logo in the top left corner.

Connotation:

The use of the sandy wall in the background suggests that it's a hot place and is probably somewhere in Africa that uses basic design as we also know that there is a shortage of clean water. The boy in the image could be one of the people being affected by this and the serious expression on his face is most likely a way to beckon the audience to help him and to also feel compassionate towards him. The clothes that he is wearing look quite worn out and have some creases on them, this could mean that he's not from a wealthy background and might not have access to basic home essentials. The house on the right hand side is probably where the boy lives, however it isn't in focus so it's difficult to tell. The font of the text is quite faded, this could suggest that something is running out, this could mean time, water or even the number of people. What the text actually says gives the idea that many people have died and instead of having to dig graves they would rather dig toilets which also implies that there aren't many toilets either. This causes the audience to feel further compassion and guilt towards everyone suffering, not just the boy and will therefore make them feel more compelled to do something about it, in this case by donating.