DENOTATION AND CONNOTATION

Denotation:
This still advert shows a child on the streets with his surroundings filled with crumbled stone in the back. The little boy is staring directly into the camera, and he is wearing clothes that seem quite dirty and worn out. 'DIG TOILETS NOT GRAVES' is the tagline of this still advert that has a white text colour with a bold font.
Connotation:
This presents the child as homeless because he is in a environment that does not look as safe or comforting as other areas. Also him being alone in this advert could suggest that he has no family and is not educated enough to go get new clothes or figure his way around. One key feature that catches the target audience's eyes are the fact that he's looking right at the consumer. This suggests that we're responsible for his health because if he's looking at US it makes us feel sympathy for him and he's in trouble so we need to help in a way of donating to the company behind this advert, to the producers. The tagline's meaning behind it implies that if we don't donate to this company, help out in a way, we will be responsible for his life because it could be taken away from him. 'dig toilets' is suggesting that by donating we could be helping the little boy and possibly others surrounding him by having a healthy environment where they can be securely sheltered and not be bothered by having low hygiene. The other part of this tagline says 'not graves'. This means that if we don't do as they're hoping for us to do we could be the ones that could of helped but didn't and therefore the child could sadly die due to the unhealthy way he's lived.
Analysis: So the overall affect on the target audience  is to donate and help because by them doing that it could change another child's life.