Denotation: what do you see? Connotation: what is suggested? What does it mean? Analysis: what is the effect on the audience? How is this effect created? Example: Skittles Denotation: There is some text with colourful streams behind each letter set around a pack shot of the product itself. The background appears to be sky. Connotation: The advert builds on the slogan for Skittles ‘Taste the rainbow’. The connotation of the colour suggests that Skittles are joyful, fun and will provide a positive experience for the audience. The colours are vibrant and the sky in the background creates connotations of flying – this suggests to the audience that this is an exciting product. Analysis: The advert helps the audience understand the product as the colours reflect the actual Skittles themselves. In addition, the text across the top of the advert (referring to a ‘punch in the mouth’) uses humour to connect with the audience and suggests the brand doesn’t take itself too seriously. This