Denotations & Connotations

Connotations & Denotations 

Image result for water aid advert

In the advert, we can see a young boy sitting outside. He is wearing an old, faded blue shirt which shows he may not have many clothes. His facial expression is serious and sad, which immediately grabs attention. Behind him, there is a mud wall, suggesting the houses are made from natural, simple materials. The background is very bright, showing the hot sun and giving the sense of a dry climate. The advert also uses bold white text on the left side which is large and easy to read. At the top, we can see the WaterAid logo, making it clear which charity is behind the message.

The mud wall connotes poverty and a lack of proper housing, showing the child lives in difficult conditions. The strong sunlight connotes hardship and struggle, suggesting the environment is harsh and resources are scarce. The boy’s sad and serious expression connotes suffering and desperation, which makes the audience feel sympathy and guilt. The phrase “Dig toilets, not graves” connotes that without sanitation, death is the only outcome, while toilets represent life, dignity, and safety. The bold white text connotes urgency and importance, making the message impossible to ignore. Finally, the WaterAid logo connotes trust and authority, reassuring the audience that helping this cause will truly save lives.











Denotations (Literal Descriptions)

  1. A person is sitting on a couch eating a sandwich or burger.

  2. The person appears to be enjoying the food, with eyes closed and taking a big bite.

  3. The text on the image reads:

    • “THAT’S finger lickin’ good”

    • “Kentucky Fried Chicken”

    • “MullenLowe” (likely the advertising agency).

  4. The setting looks like a cosy living room, with a couch and soft lighting.

Connotations (Implied Meanings / Symbolism)

  1. Pleasure and Satisfaction – The closed eyes and expressive eating suggest the food tastes extremely good, evoking enjoyment and indulgence.

  2. Comfort and Familiarity – The home setting implies that KFC is not just fast food but also comforting, something to enjoy in relaxed, everyday moments.

  3. Sensory Experience – The slogan “finger lickin’ good” implies food so delicious that you physically can’t resist licking your fingers, emphasizing taste and texture.

  4. Authenticity / Realness – The casual outfit and setting create a sense of authenticity, as if this is a real, relatable experience anyone could have.

  5. Brand Identity – The slogan and logo reinforce KFC’s long-standing brand image of indulgent, flavourful fried chicken.


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