Today we learnt that Denotation is exactly what you see in the frame/shot, it is the direct meaning. And we learnt that Connotation is the idea or meaning suggested by something in the frame. Having learnt this, we then went on to analyse a Calvin Klein perfume advert called 'Eternity'. We commented on the connotation and denotation, below i have listed some of the points we made:
Denotation: Font is written in long capital letters. Background is a country scene. Both characters have their arms stretched out. Font at the bottom is thin sans serif style. Glare of sunlight coming from the right of the scene. Both wearing casual clothes and both smiling looking happy.
Connotation: Reinforcing relationship with mother and daughter. Its in black and white which could suggest its an old memory/nostalgic. The countryside scene implies that anyone can wear it. There are 2 different age genres - family inheritance. The young girl isnt wearing any shoes which could give off a sense of freedom which could link to the perfume.
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