Advert Denotation And Connotation

 

                  Original Advert                                    Modified Advert

Original Advert

The colours used are yellow and black. The yellow connotes a feeling of sensation. It's associated with joy, happiness, intellect, and energy. The yellow produces a warming effect, arouses cheerfulness, stimulates mental activity in the customers mind. Yellow is often associated with happiness. So it shows the reader that he will feel happy if he buys the product. The yellow is spread out evenly around the advert which makes it look aesthetic. The white is used on the text to create a good contrast to the black  background and it highlights the text making it look important and so it should be read by the customer. White is associated with simplicity so it shows the customer that he will have a feeling of simplicity if he buys and uses the product. The Black creates a dark and bold feeling showing the customer that he will become bold and unique from others if he has the product. The black is associated with power and elegance.

Modified Advert

The new colour red connotes power, determination, passion, desire, and love. The red changes the target audience of the advert from adults to couples. The red creates a romantic feeling in the customers mind. It shows the customer that he will love the product, it also shows that his or her partner will love it too. Red also creates a passion in the customers mind to buy the product. Red is a bright colour and so it looks very bold making the advert more aesthetic.

Colour Psycology - Connotation - Denotation

I have learnt that there are four psychological primary colours - red, blue, yellow and green.

Colour psychology is the effects of the visible light.

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Here are some connotations of some colours:

Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.

Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness.

Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.

Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy. Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. Yellow is often associated with food.

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Black is associated with power, elegance, formality, death, evil, and mystery. Black is a mysterious color associated with fear and the unknown (black holes). It usually has a negative connotation (blacklist, black humor, 'black death'). Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color.

White is associated with hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency, sterility, coldness, barriers, unfriendliness, elitism. Just as black is total absorption, so white is total reflection. 

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Connotation is the secondary meaning of a word or expression in addition to its primary meaning. It is the suggesting of additional meanings by a word or expression.

On the other hand denotation is the direct or explicit meaning of a word or expression and not any words or expressions that associate with it.

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In media studies we use these key terms and ideas to analyse and deconstruct media texts. We can denotate all the key features of an advert and we can also see what the individual features connotate to help explain its purpose.

I have learnt a lot about colour psychology and what many colours connotate.

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