Denotation and Connotation - Eternity

For one of the criteria for our media course we explored denotation and connotation by analysing a print advert featured below. We did this as a class, but also made our own notes. The image below is for Calvin Klein's perfume named 'Eternity', and gives a good impression of the company as well as the product.

The image for the Calvin Klein advert is not clearly labelled as being an advertisement for a perfume. The two characters in the image seem clearly very happy and unconcerned with life, as if running away and leaving their lives behind them. The posture of the two characters resembles hope and trust with their arms outspread, it implies that they are almost embracing life.

Both characters in the advert are smiling from ear to ear, symbolising happiness and the possibility that with life, comes fun and happy memories - referring also to the perfume, perhaps enhancing this.
Referring to denotation in the print advert, the mother and child are in a field. Fields are linked with farmers and with freedom; for example, if you ran through a field at full pelt with the wind through your hair i'm sure you'd feel alive and free as well.

The greyscale appearance of the image gives a slightly depressed, almost sad feel to the advert as the colour grey isn't very cheery. This could possibly symbolise an old memory/photograph of which has aged. A possible link to the product could be that no matter how much you age in life, you'll always have those memories to look back on to remind you of when you were young.

The title 'Eternity' is written in a font which is elegant and simple, possibly implying a possible audience for the product. The title has been elongated slightly to create a longer feel to it, implying that the scent of the perfume will be long lasting.

The camera's angle is on eye level with the mother, as well as at a slight angle, representing the classic family photogrpahs reflecting love and happiness through the shot, not just the expressions on their faces. I can imagine that the picture was taken by the dad whilst the mother and daughter shared a beautiful moment.

The sunshine reflecting off of the camera lens reinforces the heartfelt moment that is being shared. It also creates a sense of light and brightness, reflecting this onto the audience and creating a positive glow about the advert. The fact that the sunlight is also covering the characters in the frame suggests warmth and trust and faith.