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Media Studies - Component 1 > Component 1: Section A - Media Language and Representation - WaterAid Charity Advert > Flashcards

Component 1: Section A - Media Language and Representation - WaterAid Charity Advert Flashcards

1
Q

What visual codes are identifiable in the advert?

Give at least three examples

A
  • Poorer people.
  • Black people.
  • Developing countries.
  • Dying or ill children.
  • Soft colours.
  • Possible low key lighting.
  • Children/families
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2
Q

What technical codes are identifiable in the advert?

A
  • Close ups.
  • Long shots.
  • Dissolve.
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3
Q

What audio codes are identifiable in the advert?

Give at least three examples.

A

At least three from:

  • Voiceovers.
  • Voice of a white male.
  • Diegetic sound of children crying.
  • Distress.
  • Sad/slow music.
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4
Q

What written codes are identifiable in the advert?

A
  • Facts and statistics
  • Names given - makes the advert more personal.
  • Serif fonts - connote seriousness
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5
Q

What is the mode of address of the product?

A
  • Direct address

- The audience are separated from the victims as they have not helped them yet.

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6
Q

What can be suggested by the opening scene of the advert?

A
  • This part of the advert is set in the UK, where rain is plentiful, which contrasts to the dry climate of Africa.
  • The grey, dim colour palette also suggests that rain is plentiful.
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7
Q

What can be said about the opening scene of the advert?

Give at least three examples.

A

At least three from:

  • It is a medium shot with a pull focus between the digital radio and the rain against the window - this tells the audience that the start of the advert is in a modern British setting.
  • The audio codes suggest that the radio presenter is middle class and British.
  • The visual and audio codes work together in order to construct the narrative of ‘sunshine’ in Africa ‘on a rainy day’ in Britain with the problem of a lack of drinking water, to show what the charity aim to resolve through donations.
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8
Q

What is suggested by the image of the dry field at the beginning of the advert?

A
  • The land is dry - shows the typical African climate, which contrasts to the UK.
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9
Q

What does the fact that the girl in the advert has a pair of shoes on, suggest?

A
  • That the WaterAid donations have made a difference to her life, because this is not expected in third world countries.
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10
Q

Where do we assume that the girl in the advert with the shoes is walking to?

A
  • To fetch the water.
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11
Q

What does the shot of the girl singing suggest?

A
  • That she is happy (which contradicts the conventions of charity adverts as they usually show the harder elements of life).
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12
Q

What does the close up of the girl singing, do for the audience?

A
  • Create a potential personal attachment between the girl and the people watching the advert, which could persuade people to donate more as they feel they are directly helping her.
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13
Q

What type of shot is the part of the advert where the girl is holding the turquoise bucket?

A
  • Close up.
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14
Q

What does the fact that the girl has nice clothes suggest?

A
  • That she is maybe not as poor as those seen in traditional charity adverts, because the donations from WaterAid have helped her to become like this.
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15
Q

What does the shot of the front of her face suggest?

A
  • That she is looking at you and directly asking for your help.
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16
Q

What does the shot of the girls with the bucket on their head suggest?

A
  • That collecting water is something that is part of their everyday routine.
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17
Q

What does the image of the manual labour in the dry field in Africa do?

A
  • Reinforce the situation of poverty that people living in Africa face.
  • Suggest that people who are hardworking and carry out manual labour, are people who deserve help.
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18
Q

What does the shot of the field with the neutral sky suggest?

A
  • That people living in Africa before they received help had a potentially quite miserable life.
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19
Q

What does the shot of the children playing suggest?

A
  • That they are having fun and that they have hope for the life ahead of them.
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20
Q

What does the shot of the swing suggest?

A

Life is possibly improving for the people of Africa because they now have better access to clean water, as well as enough funds to build a swing.

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21
Q

What does the shot of the person doing the washing suggest?

A
  • They have enough water to wash the clothes - the donations have helped.
  • Bright colours - show happiness.
22
Q

What does the shot of the running water suggest?

A
  • That they finally have access to clean water.
  • The fact that the sun is setting shows just how long it has taken to reach clean water.
  • The fact that they are sharing water suggests that water is still limited and that more donations will be able to allow for more clean water access.
23
Q

What does the fact that the advert includes the following statement ‘650 million people still don’t have access to clean drinking water’ suggest?

A
  • It reinforces the fact that still not everyone has access to clean water, and that more donations are still needed.
24
Q

What are the potential reasons why Atomic London was hired to make Rain for Good?

A
  • The brand seems to use bright and engaging colours - in the context of a charity advert, it will mean that people are more likely to watch the advert instead of turning away, like many people do when they are faced with a heartfelt charity advert.
  • Fast paced advert - people need to act fast to change the situation, and must donate.
25
Q

How can we apply VAN ZOONEN’S theory to the advert?

Give at least one example.

A

At least one from:

  • Claudia is the person who is collecting the water - this subverts Van Zoonen’s ideas as this is usually seen as a ‘male’ job.
  • The fact that Claudia is alone subverts gender roles as it is usually thought that a woman needs a man to ‘help ‘ them.
  • Claudia is perhaps contributing to social change by representing women in non-traditional roles. The work involved in collecting the water is physically challenging.
  • The advert reinforces the stereotype of women caring for the children.
26
Q

How can GILROY’S theory be applied to the advert?

Give at least two examples.

A

At least two from:

  • Claudia does not feel as if she belongs to the place in which she lives - she is asking for donations to make her feel like she belongs to where she lives - ‘make me feel like I belong’.
  • Power is maintained as the advert begins in the UK showing that we have the power to donate or not to donate - we are able to choose the fate of the people in Africa.
  • WaterAid have a postcolonial attitude as people living in Britain feel that they need to go and help and that people in third world countries cannot help themselves.
  • Claudia is not singing a traditional African song as it will not ‘fit in’ with British people.
  • Ideas of post-colonialism can be applied to Rain For Good, as WaterAid is encouraging its British audience to donate to those in third world countries.
27
Q

How can we apply GAUNTLETT’S theory of identity to the advert?
Give at least two examples.

A

At least two from:

  • Claudia is tough and resilient to her situation - she represents the work that WaterAid have done.
  • Making a donation makes the person who has donated feel that they are a better person and that they are helping to make a change to situations like Claudia’s.
  • The advert was made by Atomic London, who are a diverse, edgy organisation.
  • Claudia acts as a role-model for the lifestyle changes that the audience could be responsible for making if they donate to WaterAid.
28
Q

How can HALL’S theory of stereotypes be applied to the advert?
Give at least two examples.

A

At least two from:

  • WaterAid chose to do this advert because people became desensitised to the traditional charity advert.
  • Breaks the stereotype because there is not any sad music or sadness to the advert, whereas traditional charity adverts are designed to pull on the viewers heart strings and show them that a donation is needed.
  • Claudia has brighter clothing than people featured in the stereotypical charity advert. The charity wants to show a positive perspective on the work that the charity do.
  • The more positive audio codes work to challenge stereotypical representations representations, creating enigmas around the reasons for Claudia’s positivity. The solution to these enigma’s are given to the audience at 01.00 when the audience is first given access to the water pump.
  • The use of the handheld camera shots and an indirect mode of address used by Claudia, connote that the audience is following her story but that WaterAid and not Claudia have constructed the narrative for the audience.
  • The fact that the young woman is given a name, creates the preferred reading that Claudia is a real person and that the audience should donate and therefore share WaterAid’s ideologies.
29
Q

How does the advert conform to the genre features of traditional charity adverts?
Give at least two examples.

A

At least two from:

  • The advert includes key information about the situation in which the charity advert concerns.
  • The advert includes a direct appeal to the audience to make a donation.
  • The advert gives a name to the child which makes it more personal for the audience and helps them to convince them to donate.
30
Q

How does the advert subvert the genre features of traditional charity adverts?
Give at least one example.

A

At least one from:

  • The advert lacks a non-diegetic voiceover which makes the advert unconventional.
  • The advert puts a positive spin on the situation in which Claudia faces and shows the effect of the work of WaterAid instead of the situation in which WaterAid are trying to end.
31
Q

Give at least one example of the cultural context for this product.

A

At least one from:

  • BandAid created an event called ‘LiveAid’ which was the first global charity event which aimed to raise funds to help relieve the ongoing famine in Ethiopia.
  • The contemporary audience for this advert could be assumed to be familiar with the codes and conventions of both audio visual adverts and those for charity organisations in particular.
32
Q

Give at least one example of the specific product context for this advert.

A

At least one from:

  • Water raid charity was established in 1981 as a response to a United Nations need for clean water, sanitation and water hygiene education.
  • Created by Atomic London in 2016, Rain For Good stars 16 year old Zambian student, Claudia, and aims to show how communities benefit from clean water.
33
Q

Give a least two examples of social/cultural context for this product.

A

At least two from:

  • In December 2016, Rain For Good had been viewed around 47,000 times on the WaterAid Youtube channel.
  • YouTube actively encourages the sharing of this advert on social media.
  • Evidence that the likely target audience for this advert is someone who is literate and has access to technology is suggested as donations are encouraged through the imperative ‘Text SUNNY to 70555’ And the use of the twitter hashtag (#ShareSunshine).
  • The song used in the advert is a cover of the 1990 song Sunshine on a Rainy Day by Zoe. This could indicate that the target audience are in their 30s/40s as they are likely to remember the original song and find hearing a familiar song pleasurable.
34
Q

How do industries target audiences and how do audiences interpret and use media? Be specific to this product and give at least two examples.

A

At least two from:

  • The likely audience demographic is constructed through the adverts use of a young woman whom the audience might personally identify with.
  • Parents might identify empathetically with the better life that the donations made to WaterAid are hoping to achieve.
  • WaterAid and acts as an opinion leader for the target audience who would assume that the ‘650 million people’ statistic (0.14) is true and reliable.
  • The unconventionally positive visual/audio codes and representations, would, the producers hope, persuade people to donate.
35
Q

Give at least two examples of how representations are constructed throughout this product.

A

At least two from:

  • Dress codes of the advert include a main female character with a knee length skirt and pink colour palette in her top and shoes.
  • Claudia is a similar age to the other women she walks past at 00.30 and those who join her at the water pump at 01.00. This connotes that she has had to grow up quickly due to the difficult environment in which she lives.
  • Claudia’s independence is connoted when she is seen walking alone on a long and empty, dusty road.
  • The close up shots (00.16) and her smiling gesture code at 01.19 represent Claudia to be a protagonist, and someone in which the audience can associate positively with.
36
Q

How can GERBNER’S theory of cultivation be applied to the advert? Give at least two examples.

A

At least two from:

  • Subverts the theory with regards to the idea that audiences have become desensitised to the traditional charity adverts, but could be used as a reason suggest why the advert was created in order to ensure that people do not become desensitised and that donations are still made
  • The target audiences are likely to have a liberal political perspective which has been shaped by the exposure to previous, generically similar charity adverts. This would shape the audiences view that the suffering of people less fortunate than themselves can be stopped through donations.
37
Q

What kind of narrative is WaterAid?

A
  • Linear
38
Q

How many people still do not have assess to clean water, according to the advert?

A
  • 650 million.
39
Q

Why have lots of images of childhood been used?

A
  • To suggest youth and energy and to touch parents and make them more likely to donate.
40
Q

What does the sound of the children laughing suggest?

A
  • Innocence, vibrancy and energy of childhood.
41
Q

What is significant about the crunching of the ground underneath Claudia’s feet?

A
  • It suggests dryness and creates a binary opposition with the opening shot which is of the UK.
42
Q

What is significant about the fact that the video ends with the sounds of insects rather than Claudia singing?

A
  • It allows the audience to focus on the written information being given to them and to reflect on what they have just watched.
43
Q

What is the significance of seeing Claudia with the bucket?

A
  • The audience have been cultivated through the use of referential codes and people are able to recognise the fact that she is going to collect water due to the conventions of charity adverts.
44
Q

In what way is Claudia a symbolic code?

A
  • She is a symbolic code for African people and the wider context of the lack of water in Africa.
45
Q

What is significant about the use of many close ups? What does it do for the audience?

A
  • Positions the audience as if they are walking with Claudia and helps to create a personal relationship.
46
Q

What is significant about the use of the long shots?

A
  • They show the landscape of Africa and suggest Claudia’s vulnerability in terms of how small she is compared to the landscape.
47
Q

What is water a symbolic code for?

A
  • Cleanliness
  • Prosperity
  • Life
48
Q

What paradigmatic symbols are evident in the advert that communicate the symbolic code of water?
Give at least one example.

A

Give at least one example:

  • Water bucket
  • Tap with the water running
  • Tree - needs water to grow.
  • The rain at the opening shot - suggests that rain is plentiful in the UK and that people in the UK are bored of rain - binary opposition to Africa who are enjoying the water.
49
Q

How is the advert coded semantically to suggest positivity?

Give at least two examples.

A

Ar least two from:

  • Children playing
  • Women doing the washing - they have the ability to do this.
  • Smiling children.
  • Laughing
  • The sun
50
Q

How is Africa represented in the advert?

Give at least three examples.

A

At least three from:

  • Hardworking
  • Community based
  • Togetherness
  • Underdeveloped and poor
  • Stereotypical in terms of costume etc.
  • Joyful
  • Self sufficient - they become self sufficient due to the donations.
51
Q

Where are the stereotypes in the advert?

A
  • Women carrying the buckets on their head.
  • All black people - suggests that all African people are black.
  • Dry landscape.
  • Appreciation that African people have for water.

Media Studies - Component 1 (19 decks)

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