Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

media studies > Water Aid > Flashcards

Water Aid Flashcards

1
Q

when was Water Aid charity established?

A

1981

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

why was Water Aid established?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Who has been their patron and since when?

A

Prince Charles 1991.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

who created RFG and when?

A

Atomic London, October 2016.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what is the contemporary audience familiar with?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

how is RFG unconventional of this sub-genre?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

how doe we know the opening shot is in Britain?

A

audio codes are of an announcer with British accent.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

what is connoted about the scenes after the first?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

how is suspense emphasised?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

How is Barthes symbolic code reinforced?

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions