Water Aid section a

  • Created by: lmsr0810
  • Created on: 07-01-19 13:15
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  • Water Aid: Section A
    • Media language
      • codes and conventions
        • there is factual anchorage which says '650 people do no have drinking water' this adds context to the advert for the audience which establishes a convention of charity ads
        • Matching the two contrasting shots the visual and audio match up as the song 'sunshine' (meaning Africa) 'on a rainy day' meaning England show the doubt and lack of water they have
        • the diegetic sound help to establish location with the sound of rain which fades into the sound of buzzing insects
          • the diegetic sound also uses a sound bridge so we hear the insects before we see the dry grass which creates a strong contrast as the sound and image don't quite match emphasising the drought
            • binary oppositions are used for example the '650 million people don't have clean drinking water however we've just seen a fairly positive story about Claudia
        • the contact and donation details are added at the end of the advert, which is a standard convention for charity ads
        • the appeal for donation makes it a hard hitting advert which is very common against other charity ads
        • We see the colour pallet change on screen after Claudia reaches the source of water
      • subverting conventions
        • there is a lack of non- diegetic sound in this advert (voice over)  in most charity ads there is usually a celebrity voice over
        • there are usually melancholic audio codes which link up to a desaturated or black and white visual codes
        • there are positive gesture codes there is too appeal trying to pity them it suggests that the these people can in-fact help themselves via the funding we would provide
        • there is a positive soundtrack which does reference there literal need for water through a more upbeat tune which is once again unconventional for charity ads
    • representation
      • The dress code of the main female character include a stereotypical knee length skirt and pink hues in both her skirt and shirt
      • she is quite young and of a similar age to the young girls who walk with her to get the water this connotes that they have had to grow up to fast and loose their childhood
      • she is also seen as indapendant as we can see wide angle shots of just Claudia in which she is alone on the dust paths
      • the many close up shots of the protagonist smiling allows the audiences to positively associate with
      • close up shots and mid shots of the other children playing around the well reiforoce the sense of happines as well being as we see their smiles and laughter guesture codes showing that these people are not helpless
      • David Gauntlets theory of identity suggests that Claudia acts as a role model for the type of lifestyles changes that the audience could be responsible for by donating
      • 4 black media stereotypes, the obvious one is the pitied as it a charity advert as the the teenagers are meant to pull at the heartstrings of the western donators, you could also say this advert is trying do subvert the typical pitiednes with its happier tone
    • context
      • water aid was esablished in 1981 as a response ofr the united nations wanting clean water
      • in 1984 bandaid made and advert aiming to raise money for famine in ethiopia comic releif was then launched in 1985 all to raise money for famine in the typical melancholic way
      • water aid also have another advert in which they explicitly show the main characters suffering and the advert is called he has no choice.


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