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Denotation - straight-forward meaning
Connotation - extra meaning to the denotation (personal symbolism)
Signs - what you see (denotation)
Signifiers - the meaning (connotation)
Evian advert:
Denotation Connotation
Toddlers on roller skates Sponsors the slogan
Toddlers dancing/tricks Having fun, liking the music
Toddlers dancing/tricks Having fun, liking the music
‘Boom Box’ The music they are dancing to
Add at the end The add works withe the slogan
Water Foundation of Youth
Brand Fun, new and young
Add at the end The add works withe the slogan
Water Foundation of Youth
Brand Fun, new and young
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