Connotations
The WaterAid advert above shows text that says Dig toilets, Not graves. This means that instead of giving to the people without basic needs, like a toilet, that they will dig their grave meaning they will die.
Denotations
The setting suggests that he is living in quite a poor background, and his worn out and stained clothes also prove this point. We can see some huts in the background too, which means that his parents cannot afford to buy a brick house, and the fact its a WaterAid advert also is proof the house has no running water.
In the SAAB advertisement, it depicts the SAAB 37 Viggen fighter jet, with the caption "You should see the car we make." This is a bold marketing strategy, because they are advertising the fighter jets they make while also emphasizing that you should look at the cars that they make, because it has the same fierce feel.
Denotations
The denotation of a Saab fighter jet advert is that the aircraft are advanced, agile, and technologically superior, especially for their size and cost. Advertisements highlight the Gripen's adaptability, smart engineering, and multi role capability (air-to-air, air-to-surface, and reconnaissance). They often emphasize that a smaller nation can produce highly competitive aircraft that are more flexible and cost-effective than larger, more expensive competitors.
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