Component 1 Section B : Audience (Tide And Wateraid) Flashcards
How does the Wateraid advert actively encourage the sharing of the advert through social networks?
The advert suggests the likely target audience are literate with technology as donations are encouraged through the imperative “Text SUNNY to 7055’
-the use on the YouTube page of a twitter hashtag (#ShareSunshine)
How does the WaterAid advert indicate that the likely target audience are in their 30s-40s?
The adverts cover of Zoe’s 1990 song ‘Sunshine On a Rainy day’ which indicates this likely target audience as they’re likely to remember the original version and get pleasure from the nostalgic value of hearing a song with which they’re familiar
How is the likely audience demographic constructed in the WaterAid advert?
It is constructed through the advert’s use of a young woman with whom they might personally identify (Uses and Grats Theory).
-parents might make similar readings, identifying empathetically with the ‘better life’ that WaterAid’s clean water provides for the children in the advert
How does WaterAid act as an opinion leader?
It acts as an opinion leader for the target audience who would assume the ‘650million people…’ statistic is true and reliable
>would feel it is obligatory to donate and are placed in a position of heroism
How is the WaterAid advert given unique selling points compared to other charity appeals?
Due to the unconventionally positive visual codes, audio codes and representations which makes the audience more likely to donate as they see the positive effects and changed due to WaterAid
What is the dominant/hegemonic reading encoded in the WaterAid advert? (Stuart Hall’s Reception Theory)
The use of handheld camera shots and indirect mode of address made by Claudia connote that the audience is following her story
-WaterAid have constructed this narrative for us rather than herself
What is the preferred reading encoded in the WaterAid advert?
That fact the protagonist is named creates the preferred reading that she is a real person and that the audience should invest in her narrative, sharing WaterAid’s ideologies
How can Gerbner’s Cultivation Theory be linked to the WaterAid advert?
This theory might suggest that audiences have become used to the conventions of this sub-genre of advertising and have become immune to the usual conventions > non-digetic voiceovers, black and white, slow motion, emotive representations
Who is the likely target audience of the Tide advert?
The likely target audience of increasing affluent lower-middle class women were at this point in the 50s, being appealed to because of their supposed need for innovative domestic technologies and products
How is the likely audience demographic constructed for the Tide advert?
It is constructed through the adverts use of women with whom they might personally identify (Uses and Grats Theory)
-these young women are likely to be newly married married with young families
(connotations of clothing on washing line suggests this)
