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Flashcards in WaterAid Deck (17)
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1

What year was the advert released?

2016

2

When was the water-aid charity established and why?

1981- in response to a United Nations global campaign to raise the importance of clean water, sanitation, and water hygiene. Works with 34 companies globally- since being established has reached 25 million people

3

Who was the creator of the advert? (Organisation)

Atomic London, an independent creative agency. Shot in northern Zambia and broadcast from October to December 2016 during prime-time

4

Who stars in the advert?

16 year old Zambian student Claudia

5

What does the advert aim to show?

How communities benefit from clean water by depicting everyday chores such-as farming and laundry

6

How does the advert open?

Medium shot with a pull focus between digital radio and the rain against window (modern, British setting). Audio codes= British accent .

7

How is Barthes Semiotics theory applied?

Through the enigmatic use of slow-motion, medium close-up, low-angle tracking shot of Claudia's feet and bucket

8

How is Van Zoonen's feminist theory applied?

Subverts the stereotype that males are the protagonist and provider

9

What song is being sung?

Sunshine on a rainy day

10

What is the name of the advert?

Rain for Good

11

What are the emotive facts used at the end of the advert

-844 million people don't have access to close clean water
- 2.3 billion people don't have a decent toilet of their own
- 31% of schools don't have clean water
USES STATISTICS TO CHALLENGE WHAT WE IN WESTERN SOCIETY TAKE FOR GRANTED

12

How is personalisation used?

the focus on Claudia, a real young woman, establishes the credibility of the situation. The agency has avoided making her situation seem tragic and shocking, so distancing her from the audience. Instead, she is more relatable to the audience, encouraging them to identify with her more easily.

13

How are audio codes used?

The diegetic song choice is pertinent, it relates to the images, is positive in its message and is significant in holding memories for the target audience as the original was released in 1990

14

How are technical codes used?

the use of tracking shots, close-ups and slow-motion editing involves the audience in the short film. The matching of the lyrics to the images includes an understated plea. 'Don't leave me, won't leave me here'

15

What is the Unique selling point?

the positivity of the advert ( as opposed to the conventional emotive ad which audiences have now become desensitized to) which would be a refreshing break for the audience. 'Feel good' ad where the lives of women have been improved by donations. Images are bright and colorful and create an upbeat atmosphere creating a binary opposite with the dullness of the UK.

16

Who is the target audience?

middle-class people with some disposable income and a social conscience. They may be in their 30s-40s, suggested by the use of the song encouraging a nostalgic view on the product

17

How would audiences accept the preferred reading of the text?

Accept the domiannt- hegemonic position suggested by the ad that it is the responsibility and moral duty of those who are better off and in more advantageous positions to support those who are not. This is the preferred reading as stated by Hall