Water Aid Flashcards
(44 cards)
When was wateraid established?
1981
Who made the ‘rain for good’ advert?
Creative agency Atomic London
How does Water Aid adhere to stereotypes of the charity advert Genre? (3)
Includes key information, personal narrative, appeal for donations
How do the Visual and audio codes cause juxtaposition at the start of the advert?
Juxtaposition of a rainy day in Britain with sunshine in Africa
Symbolic codes/Setting
Drought ridden countries highlighted through visual codes
Why is it different from a traditional charity advert?
Juxtaposes common adverts of disaster which uses the audiences empathy to donate.
“Rain for good” has a happy denotation and is far more optimistic
Why might audiences have been desensitisation to charity adverts?
Audiences have become desensitised to more violent and sad charity adverts because of the repeated images
How is Claudia presented in the advert? (3)
healthy, independent, musically talented, more interesting to audience.
Stuart Hall - theory of representation
Audience’s shared cultural experience, stereotypical representation of dry, dusty Africa, challenged by lively audio codes, creating enigma about Claudia, resolved with reveal of water pump.
David Gauntlett - theory of identity
Claudia acts a role model for her new lifestyle WITH water.
Audience could feel responsible for her better conditions if they donate
Are the dress codes of Claudia stereotypical?
Yes, she is wearing stereotypical colours and clothing
What Gesture codes does Claudia have? (3)
smiling, open, confident
what does the Technical code of the wide shot at 00:18 connote?
independence
How does Stuart Halls reception theory link to Water Aid?
Handheld camera makes the audience feel like they are following Claudia and her story
How is Water Aid an opinion leader?
“650m people” statistic (1.14)
What is the Unique selling point of the advert?
unconventionally positive visual codes, audio codes and representation
What is the effect of Naming Claudia?
preferred reading of real person for audience to identify with, sharing Water Aid’s ideologies
George Gerbner - cultivation theory
Audiences are not immune/desensitised to to the new, happy codes of the advert.
Structuralism – Claude Levi-Strauss
Binary oppositions of “650m people still don’t have access to clean drinking water”
on-screen graphic creates conceptual binary opposition between Claudia and less fortunate
How is Liesbet Van Zoonen’s feminist theory contradicted in the advert?
Claudia is doing physically challenging work in a non traditional female role.
How can Gilroy’s ethnicity and post-colonial theory be applied to the advert?
British audience encouraged to ‘help’ more vulnerable, ‘less-developed’, others.
What is Altruism?
disinterested and selfless concern for the well-being of others.
what are the connotations of the words of ‘Sunshine on a rainy day’?
People have helped them in hard times
Why are audiences more likely to donate to this charity advert instead of a more traditional one?
The audience can see where there money is going and how it effects people.
