Water Aid - Representation


Representation of the Water Aid advert can be constructed through processes of selection and combination. This can be demonstrated through the use of close up shots, which shows her confident gesture codes and her smiling. This represents her as the protagonist with whom the audience can positively associate with compared to other charity adverts. As a result, the use of audio and visual codes works to challenge stereotypical respresentations as Claudia appears to be so positive. 

The Water Aid advert also has positive representations that challenge traditional conventions. Gauntlett's theory supports this and suggests that Claudia acts as a role model for the type of lifestyle changes. This can be suggested as Claudia is perhaps contributing to social…


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