Component 1: Section A (Advertising & Marketing) Flashcards
How would you summarise the Water Aid advert? (Context)
- Focuses on student Claudia (personalised narrative used) who subverts usual stereotypes and conventions of a charity advert
- Shot in Lubunda, Northern Zambia in 2016
- asks for £3 donations
How is suspense created in the beginning of the Water Aid advert?
Suspense is created through the producer’s enigmatic use of the slow-motion, medium close up of the protagonist and a low angle tracking shot of Claudia’s feet and the bucket she is swinging
-also a conceptual binary opposition between protagonist and stereotypical archetype in charity advert of this sub genre
How does the Water Aid advert subvert the usual codes and conventions of a charity advert of this sub-genre?
- high key lighting
- bright lighting and bright colour palette and choice of costume
- no non-digetic voice over
- no black and white visual codes
- no melancholic audio codes
- many binary oppositions created> goes against usual stereotype as the advert shows the power and effects of donations as opposed to a lack of them
What are the main camera shots used in the Water Aid advert?
- Medium shot with a pull focus of digital radio and rain against the window establishes the advert in a modern, British setting
- Low angle tracking shot of Claudia’s feet> audience taken on her physical and metaphorical journey to a better life
- Close up shot of protagonist (centred)> shows her importance
What representations are constructed in the Water Aid advert?
- The protagonist wears costumes and shoes of a bright colour palette > reflects her happy nature
- We realise her independence through her actions at the water pump> suggesting she’s “grown up too fast” because of her circumstances
- her confident, smiling gesture codes establish her as the protagonist and a ‘character’ whom the audience can positively associate with
Why might Water Aid have subverted the usual stereotypical ‘victim’ (archetype) in the advert?
Because of the desensitisation of the audience and public to the usual traditional fundraising tactics as they have have become familiar with the stereotypical ‘victim’ many times already
How can structuralism (Levi Strauss’ Theory) be linked with the Water Aid advert?
Examples of binary oppositions:
•Visual binary opposition between the primarily beige, washed out colour palette at the beginning and the more vibrant colours used later on
•Conceptual binary opposition between Claudia and usual archetype of an advert of this sub genre> subverts the stereotype
•The on-screen graphic creates a conceptual binary opposition between Claudia’s positive story and the other less fortunate people> this is what encourages audience to be a part of solution and donate
How can David Gauntlett’s Theory of Identity be applied to the Water Aid advert?
Claudia acts as a role model for the type of lifestyle changes the audience could become responsible for through donating to charity.
How can Van Zoonen’s Feminist Theory he applied to the Water Aid advert?
By assuming the stereotypically male roles, Claudia is perhaps contributing to social change by representing women in non-traditional roles e.g carrying the bucket of water
How can Gilroy’s Post-Colonial Theory be applied to the Water Aid advert?
Water Aid encourages the British audience to ‘help’ those like Claudia in ‘less-developed’ countries
What are some of the main features of the Tide advert?
- Female protagonist dressed up and wearing makeup with eyes fluctuated on product, hugging product and puckering lips> notion of scopophilia
- use of feminine colour palette which suggests connotations of love and romanticism
- repetition of ‘women’ > (direct address) established “norm” as roles of women are reinforced
- ‘patronising construction’ > suggests ‘less educated gender’ and need to follow a clear, specific set of instructions in order to fulfil their role properly
Who launched the product Tide? When?
Procter and Gamble in 1946 (end of war period perhaps suggesting women’s roles should now regress back to being domestic related only?)
What do the hearts on the Tide advert suggest? (media language feature)
- Suggests women love what they do
- Reinforces traditional feminine values
- Role done in return of love from husband?
- nurturer and loving house wife stereotype?
What is significant about the font used on the Tide advert? (ML feature)
- It is attractive> grasps attention
- Sans serif> informative
- usual convention of adverts associated with women
- curvy font> ideology of ‘ideal woman’ in society?
Why is there an informal lexis used in the Tide advert? (ML feature)
- mode of address is leading back and casual > element of subtlety
- aimed at ‘ordinary’ working class women
- chatty and informal> light hearted
- family friendly
