Cultural Context Of The WaterAid Advert Flashcards
How are charity and water hygiene issues in developing countries in WaterAid represented?
Charity is represented differently to how it normally is in charity adverts, in the case of WaterAid, the people in need of donations are presented as talented, independent, healthy and happy, not victimised, ill, tragic and sad like most charity advert appeals.
This is because WaterAid wanted to appeal to audiences who have become immune to emotive representations conventionally deployed by this advertising sub-genre.
The water hygiene issues are also presented as being repairable and hopeful, not like most charity ads which could see Africa as being irredeemable and then withhold their donation, they are directly showing to audiences that there is a clear impact that they are making/ the positive changes that they CAN make/ could be responsible for if they donate to WaterAid. The lyrics, bright and vibrant colours, the diegetic sounds (singing) and indexical signs as mentioned previously (eg. Smiling, laughing, playing) further reinforces a solution to the problem.
This advert also presents attitudes to charity as being less sympathetic and patronising towards people in Third World countries, as they are not seen like they are begging for money in this case. The idea that the money is actually making a difference gives Western audiences that it’s their £3 a month that can make a difference to Africa’s development.
