Advertising/ Audience - WaterAid

Question 1

What are the Target Audiences of the WaterAid advert?

Answer 1

• Western audiences who have become desensitized to conventional charity ads.
• British audiences (the start of the ad shows a modern British domestic setting).
• Parents who may identify empathetically with the inclusion of children.
• Young women who may identify with Claudia.
• 30- 40 yr old nostalgic audience (1990 hit Sunshine on a Rainy Day).
• Not older or elderly audience, a technologically literate audience (text donations and Twitter #ShareSunshine).

Question 2

What are the Targeting Techniques used in the WaterAid ad?

Answer 2

Unique Selling Point - unconventional codes and conventions for this genre. For example; strong and confident female protagonist.

Personalised Narrative - Claudia’s story.

Optimism and Motivation - Positive impact of aid.

Pop song - Entertainment, catchy.

Statistics and Facts - shows the ad as being reliable and informative.

Direct mode of Address

Imperative Language.

Question 3

How can audiences interact (with the use of New Technologies) with the advert/ campaign/ charity?

Answer 3

• YouTube (47,000 views- online consumption).
• Twitter (#ShareSunshine)
• Text ‘SUNNY’ (audience interaction)

Question 4

What are the different audience responses/ interpretations of the WaterAid advert?

Answer 4

Preferred Reading- Claudia is a real person and we should invest in her narrative, donations can provide a better life for individuals like Claudia and African communities can be empowered and self- sufficient.

Oppositional Responses/ Readings - e.g. this advert is romanticized- £3 is not enough to make a difference and this is condescending, this advert reinforces westernization e.g. Claudia singing British pop song (stripping African communities of their true identities).