Water Aid

Question 1

When was wateraid established?

Answer 1

1981

Question 2

Who made the ‘rain for good’ advert?

Answer 2

Creative agency Atomic London

Question 3

How does Water Aid adhere to stereotypes of the charity advert Genre? (3)

Answer 3

Includes key information, personal narrative, appeal for donations

Question 4

How do the Visual and audio codes cause juxtaposition at the start of the advert?

Answer 4

Juxtaposition of a rainy day in Britain with sunshine in Africa

Question 5

Symbolic codes/Setting

Answer 5

Drought ridden countries highlighted through visual codes

Question 6

Why is it different from a traditional charity advert?

Answer 6

Juxtaposes common adverts of disaster which uses the audiences empathy to donate.
“Rain for good” has a happy denotation and is far more optimistic

Question 7

Why might audiences have been desensitisation to charity adverts?

Answer 7

Audiences have become desensitised to more violent and sad charity adverts because of the repeated images

Question 8

How is Claudia presented in the advert? (3)

Answer 8

healthy, independent, musically talented, more interesting to audience.

Question 9

Stuart Hall - theory of representation

Answer 9

Audience’s shared cultural experience, stereotypical representation of dry, dusty Africa, challenged by lively audio codes, creating enigma about Claudia, resolved with reveal of water pump.

Question 10

David Gauntlett - theory of identity

Answer 10

Claudia acts a role model for her new lifestyle WITH water.

Audience could feel responsible for her better conditions if they donate

Question 11

Are the dress codes of Claudia stereotypical?

Answer 11

Yes, she is wearing stereotypical colours and clothing

Question 12

What Gesture codes does Claudia have? (3)

Answer 12

smiling, open, confident

Question 13

what does the Technical code of the wide shot at 00:18 connote?

Answer 13

independence

Question 14

How does Stuart Halls reception theory link to Water Aid?

Answer 14

Handheld camera makes the audience feel like they are following Claudia and her story

Question 15

How is Water Aid an opinion leader?

Answer 15

“650m people” statistic (1.14)

Question 16

What is the Unique selling point of the advert?

Answer 16

unconventionally positive visual codes, audio codes and representation

Question 17

What is the effect of Naming Claudia?

Answer 17

preferred reading of real person for audience to identify with, sharing Water Aid’s ideologies

Question 18

George Gerbner - cultivation theory

Answer 18

Audiences are not immune/desensitised to to the new, happy codes of the advert.

Question 19

Structuralism – Claude Levi-Strauss

Binary oppositions of “650m people still don’t have access to clean drinking water”

Answer 19

on-screen graphic creates conceptual binary opposition between Claudia and less fortunate

Question 20

How is Liesbet Van Zoonen’s feminist theory contradicted in the advert?

Answer 20

Claudia is doing physically challenging work in a non traditional female role.

Question 21

How can Gilroy’s ethnicity and post-colonial theory be applied to the advert?

Answer 21

British audience encouraged to ‘help’ more vulnerable, ‘less-developed’, others.

Question 22

What is Altruism?

Answer 22

disinterested and selfless concern for the well-being of others.

Question 23

what are the connotations of the words of ‘Sunshine on a rainy day’?

Answer 23

People have helped them in hard times

Question 24

Why are audiences more likely to donate to this charity advert instead of a more traditional one?

Answer 24

The audience can see where there money is going and how it effects people.

Question 25

What is the preferred reading?

Answer 25

Pride that something has been done to help Claudia and her story

Question 26

What is the Negotiated reading?

Answer 26

Good thing that they have been helped but it hardly effects us

Question 27

Why was Wateraid established?

Answer 27

response to UN campaign for clean water, sanitation, water hygiene education.

Question 28

Who many countries does wateraid help in?

Answer 28

Works with NGOs in 37 African, Asian, American countries & Pacific.

Question 29

Who is wateraids patron?

Answer 29

Prince Charles.

Question 30

When was the advert released?

Answer 30

Oct 2016 – Rain For Good

Question 31

Who is Claudia?

Answer 31

Zambian student who stars in the advert?

Question 32

How old is Claudia?

Answer 32

16

Question 33

When was Band Aid?

Answer 33

1984

Question 34

When was live aid?

Answer 34

1985

Question 35

What was live aid?

Answer 35

Live Aid was a dual-venue benefit concert having stars like Queen, Elton John and David Bowie

Question 36

What’s the significance of the Cover of Zoe’s Sunshine on a Rainy Day (1990)?

Answer 36

familiar to target audience aged 30-40 – nostalgic pleasure.

Question 37

Why is the song nostalgic?

Answer 37

Nostagia towards target audience because the song was released in the 1980s

Question 38

How can altruism be linked to Wateraid?

Answer 38

Links to Maslow Hierarchy self actualisation which is about being altruistic

Question 39

How is Liesbet Van Zoonen’s feminist theory adhered in the advert?

Answer 39

Claudia and the women in the advert are shown in domestic and caring roles

Question 40

How does the colour change throughout the whole advert?

Answer 40

The colours are brighter as the advert progresses

Question 41

How does Water Aid defy stereotypes the charity advert Genre? (3)

Answer 41

lacks non-diegetic voiceover, melancholic audio codes, b/w visual codes.

Question 42

What was band aid?

Answer 42

Group founded to raise funds for anti-famine efforts in Ethiopia by releasing the song “Do They Know It’s Christmas?” for the Christmas market that year.

Question 42

How many YouTube views had the advert had by December 2016?

Answer 42

47K

Question 42

True or false

Claudia wears a knee-length skirt with pink colour palette in top and shoes.

Answer 42

True