Component 1: Section B - Audiences - WaterAid Charity Advert

Question 1

How can reception theory (Hall) be applied?

Answer 1

• Preferred reading - people will donate and understand that help is needed.
• Negotiated reading - someone does not want to donate to WaterAid but will donate to another charity.
• Oppositional reading - the people look fine, we do need to donate.

Question 2

Why did WaterAid choose Atomic London to create the advert?

Answer 2

• As they are an organisation which is innovate and that wants to be heard.

Question 3

How does the advert conform to cultivation theory?

Answer 3

• Repetition of the phrase ‘donate’ makes people feel that they really should donate.

Question 4

How do we know that this advert is for a British audience?

Give at least two examples.

Answer 4

At least two examples from:

• The song being sung is British.
• The protagonist has a British name.
• The start of the advert is in Britain (seen by the radio).
• The radio presenter is a middle class, British person.
• Claudia is singing in English - makes it more accessible for a British audience.
• The currency of the donation is in pounds - ‘£3’
• The rain at the beginning of the advert is typical to Britain and contrasts to the dry climate of Africa.
• The written codes use the English language - ‘text SUNNY to….’

Question 5

What is the background of the contextual concept of Band Aid?
Give at least two examples.

Answer 5

At least two from:

• The creators believed that people from wealthier countries are not helping those in less fortunate positions.
• The song was made to generate money for those in need.
• The song was created as a response to the famine in Ethiopia.
• It has given society an insight into the ‘charity advert’ and meaning behind them.

Question 6

How does the advert subvert Gerbners ideas with regards to cultivation theory?

Answer 6

• Repetition works to desensitise people and then they become bored of the advert.

Question 7

How do we identify with main protagonist?

Give at least two examples.

Answer 7

At least two from:

• She reminds the audience of their childhood.
• She is vulnerable and alone.
• She has been given an English name which makes it feel more like she is one of us.

Question 8

Why did WaterAid want to create Rain For Good?

Answer 8

• Because people were becoming desensitised to traditional charity fundraising tactics.

Question 9

What kinds of people would Rain For Good target?

Give at least two examples with reasons.

Answer 9

• Younger people - they have an understanding of how to text so can quickly and easily make a donation.
• Elderly people - they are likely to be watching the TV at the time that the advert comes on and are likely to feel sorry for the suffering of the younger generations.
• Parents - they are able to relate. If it was their child in this position, they would want people to donate to bring help, so are likely to do the same for those who are suffering.
• Reformers - they want to help the world to change.
• People in A and B demographics - they are likely to have enough disposable income to afford to make a donation.