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Media Studies > Water Aid > Flashcards

Water Aid Flashcards

1
Q

when was Water Aid charity established?

A

1981

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2
Q

why was Water Aid established?

A

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

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3
Q

Who has been their patron and since when?

A

Prince Charles 1991.

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4
Q

who created RFG and when?

A

Atomic London, October 2016.

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5
Q

how does the advert aim to show how communities benefit from clean water?

A

by depicting everyday chores e.g. farming and laundry.

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6
Q

give 2 examples of previous televised charitable campaigns that RFG followed?

A

1984- Do The Know It’s Christmas? Single for band Aid
1985- Live Aid
1985- comic relief telethon.

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7
Q

what is the contemporary audience familiar with?

A

Codes and conventions of audio-visual adverts and those for charitable organisations.

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8
Q

How does RFG reinforce charity advertisement conventions?

A

Including key info about concern, personalised narrative relevant to info, direct appeal to audience for money.

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9
Q

how is RFG unconventional of this sub-genre?

A

Lacks non-diegetic voiceover, melancholic audio codes, black and white visual codes.

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10
Q

what is the first shot and what does it do?

A

Medium shot, pull focus between digital radio and rain window establishes ad in modern, British setting.

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11
Q

how doe we know the opening shot is in Britain?

A

audio codes are of an announcer with British accent.

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12
Q

what is connoted about the scenes after the first?

A

(In unnamed but likely African country) are happening at same time.

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13
Q

what do the visual and audio codes do together?

A

work together to construct narrative of “sunshine” (Africa) on rainy day (Britain), problems of drought, “lack of access to clean drinking water” charity aim to relieve.

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14
Q

how is suspense created?

A

enigmatic use of slo-motion, medium close-up, low angle tracing shot (feet and swinging bucket)- Hermeneutic code (Barthes)

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15
Q

how is suspense emphasised?

A

crescendo of song in water pump scene over informative on-screen graphic. (proairetic code)

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16
Q

How can Barthes’ Semantic code be applied?

A

“make me feel, make me feel like I belong…”, diegetically then as sound bridge over medium shot of women water.

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17
Q

What are the connotations of “make me feel… like I belong… won’t leave me here.”?

A

Audience help Claudia feel like she belongs, and if donate to Water Aid they “won’t leave her” in situation.

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18
Q

How is Barthes symbolic code reinforced?

A

Drought ridden countries reinforced visually and through audio codes (until 00:47).

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19
Q

How can you apply Lévi Stauss’ Structuralism? (how texts are constructed)

A

binary oppositions- song title “sunshine on a rainy day” over shots of children running, playing, more positive connotations emphasised by high key lighting.

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20
Q

What visual binary opposition is created?

A

between arid, washed out, beige & brown colour palette of 1st and 2nd 3rd then vibrant for 3rd 3rd.

21
Q

how is a Conceptual binary opposition created?

A

on-screen graphic (“650 million people still don’t have access to clean drinking water”), opposition between her positive story and other (650 million) people.

22
Q

How does the conceptual binary opposition encourage audience to give?

A

they see how (650 million) others can be like Claudia if the give “£3 today”.

23
Q

what is an interesting intertext by wateraid?

A

“No choice”, conventionally structured and represents suffering from main character more explicitly and emotively.

24
Q

what did Water Aid say about their Rain For Good Campaign?

A

it had “deliberately broken away from the traditional charity ad formula”. Due to public’s desensitising to traditional fundraising tactics.

25
Q

what archetype would audiences be familiar with?

A

stereotypical “victim” needing our help, from other charity ads- helps positive representation of healthy, independent, muscly talented Claudia stand out.

26
Q

What is the dress code of the main female character?

A

Stereotypical knee-length skirt and pink colour palette in both her top and shoes.

27
Q

What connotes she has “grown up too quickly” and why?

A

Her age is similar to other women, due to tough environment.

28
Q

How is Claudia’s independence connoted?

A

Wide angle shot at 00:18, she is denoted on her own on long, empty dust road.

29
Q

How is Claudia presented as the ad’s protagonist and character audience positively associate with?

A

Close-up shots using handheld cameras, open confident gesture codes.

30
Q

What forms part of the “shared conceptual road map” (Hall- Representation)?

A

Dry, dusty African environment, struggling to survive.

31
Q

How are the stereotypical representations (of Africa) challenged?

A

More positive audio codes, create enigmas around why she is positive, solution to them is water pump at 1:00.

32
Q

What does Claudia act as (Gauntlett identity)?

A

Role model for lifestyle changes audience could be responsible for if donate to WaterAid.

33
Q

How is Claudia contributing to social changes (Van Zoonen- Feminist Theory)?

A

Stereotypical male roles “protagonist”, “provider”, instead women represented in non-traditional roles (hard work collecting water.)

34
Q

What few stereotypes does the ad reinforce of women (Van Zoonen - feminist theory)?

A

Women being associated with care of children.

35
Q

How can Gilroy’s ethnicity and post-colonial theories be applied?

A
  • Media texts reinforce power: WaterAid encouraging British audience to “help” those like Claudia in “less developed” countries.
36
Q

How many views did RFG have on WaterAid’s YouTube December 2016?

A

47, 000. Page actively encourages sharing of the ad.

37
Q

What evidence is there that target audience is technologically literate?

A

Donations encouraged through imperative “Text SUNNY to 70555” on YouTube page twitter #ShareSunshine.

38
Q

What indicates that the target audience are in their 30-40s?

A

Ad’s cover of Zoe’s 1990 song “Sunshine On A Rainy Day”, remember original evokes nostalgic value.

39
Q

How is the likely audience demographic constructed?

A

Ad’s use of woman whom audience can personally identify (Uses and Gratifications).

40
Q

How can parents identify (construction of audience industry)?

A

Identify empathetically with “better life” that Water Aid provides for children in ad.

41
Q

How is Water Aid acting as an opinion leader?

A

The target audience assume “650 million people” statistic is true and reliable.

42
Q

What do the producers hope gives the Ad unique selling points?

A

Unconventionally positive visual/ audio codes and positive representation= unlike other charity appeals, audience more likely to donate.

43
Q

What connotes the audience is following Claudia’s story?

Hall- Reception

A

Handheld camera shots, indirect mode of address from Claudia.

44
Q

What (according according to Hall) is the dominant or hegemonic encoding?

A

Water Aid construct narrative of audience following Claudia rather than she herself.

45
Q

How is the audience encouraged to invest in Claudia’s narrative?

A

She’s named= preferred reading she is real person, to invest in narrative is sharing Water Aid’s ideologies.

46
Q

Which theory suggests audiences have become used to conventions of this sub genre?

A

George Gerbner- Cultivation theory.

47
Q

What have audiences become used to in this sub-genre (Gerber cultivation)?

A

Immune to pleading, earnest non-diegetic voiceovers by well known voices, black and white, slo-mo, emotive representations of people suffering.

48
Q

How will the target audiences likely liberal political perspectives have been shaped?

A

Exposure to previous, generically similar ads, shaping their world view of suffering less fortunate people alleviated by charity.

Media Studies (26 decks)

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