Scarecrows, Peppers, and Amenities

Mini Cooper (Print)

Denotation

There is a new Mini Cooper model called the Paceman out on the street at night. There are people outside a bar, hanging out, and seem to be having a good time.  The street light illuminates the car to show that it is the main focus. Fast moving cars are driving down the other side of the street.

Connotation

The company is trying to advertise their newer and faster model of the Mini Cooper line called the Paceman.  Their new model is described to have good handling, all-wheel drive, and is fast and never slows down.  When they say "Hold on to your turtlenecks", I think they are referring to the old beatniks who are chill and hangout and wear turtleneck sweaters. Their target audience are like beatniks, who go out at night, go to bars and lounges, and drive "cool" cars like Mini Coopers.

Chipotle (TV)

Denotation

The animated commercial tells a morbid story about a scarecrow that works in a food producing factory. It shows all the assembly lines and machines making the artificially enhanced food products being made in the factory. After the scarecrow gets off his job, he walks around the city finding other factories injecting chickens and cows with enhancements and realizes that what is happening is not right and not healthy. The scarecrow then goes home and makes tacos from foods freshly grown from his garden at home and sells them to the city people.

Connotation

Chipotle is trying to show that their all their food and products are natural and fresh.  They do not serve food that has any type of artificial enhancements in their food like other competing food companies. The scarecrow is a good character that is used because he represents the garden and it's fresh food that grows in it. While crows usually try eat all the food in a crop or garden, ironically, there is a mechanical crow that flies around and follows the scarecrow around while showing him all the factories in the city and all the twisted things that are happening in them.  Chipotle wants to let their customers know that all their food is made fresh.

http://www.youtube.com/watch?v=lUtnas5ScSE

Apartments (Outdoor)

Denotation

There are pictures of their apartment complexes, some of the living room and kitchen layouts, and their clubhouse with air hockey tables. 

Connotation

They are communicating to their customers that they have many amenities. There a lot of things for their residents to do to keep them busy. The company is telling their customers that they deserve to have fun and enjoy their amenities that they offer.