Water Aid Analysis - Media Language

Question 1

1. How does the Water Aid ad reinforce charity advertisement conventions? (3)
2. What could be seen as unconventional of this advertising sub-genre? (3)
3. What do the visual and audio codes work together to establish?

Answer 1

1. Includes key info about the concern, use of a personalised narrative to which the info is relevant, and a direct appeal to the audience for money.
2. Non-diegetic voiceover, melancholic audio codes, black and white visual codes.
3. The narrative of ‘sunshine’ (in Africa) ‘on a rainy day’ (in Britain), with the associated problems of drought & lack of access to clean drinking water which W.A. is trying to relieve.

Question 2

1.. How is suspense created in this advert?

2. What is the connotation of the song used from 00.34 as a sound bridge over the women carrying water buckets on their heads?
   - What theory/code could be applied here?

Answer 2

1. Enigmatic use of slow-motion, medium close-up & low-angle tracking shot of Claudia’s feet and the swinging bucket.
2. The audience can help Claudia ‘feel like she belongs’ and ‘won’t leave’ her if they donate.

Question 3

1. At 00.47, how is a Binary Opposition created?

2. What does the on-screen graphic ‘650 million people still don’t have access to clean water’ create?

Answer 3

1. Through the song’s title line ‘sunshine on a rainy day’ with the children playing etc - more positive connotations compared to serious purpose of ad.
2. Conceptual binary opposition between Claudia’s positive story and that of other less fortunate people.